A Test of the Stability of the Cetscale, A Measure of Consumers’ Ethnocentric Tendencies

The consumers’ ethnocentric tendencies scale (CETSCALE) is a multi-item measure that reflects a proclivity to prefer products made domestically over those of foreign origin. For such a scale to be used properly the stability of the measure over time must be understood. This study investigates the stability of the CETSCALE over an eight week period during the summer of 1992, a period that included two patriotic events which were expected to affect mean scores. A random sample of 426 adults in South Carolina were surveyed by phone. Findings indicate that when the population is viewed as a whole, mean scores appear stable over time; however, they are not when viewed by specific sub-groups. For those who have not served in the military, CETSCALE scores increase during patriotic events; the reverse is true for military personnel. In light of the tendency for those with high CETSCALE scores to purchase domestic products, e.g., American automobiles, gaining insight into factors that cause systematic differences in scores both within and between groups offers clear practical import.