A Cross-National Assessment of the Reliability and Validity of the CETSCALE

Though numerous calls have been made for the cross-national validation of measures used in international research, they have gone mostly unanswered. Recent research suggests that one construct and associated measure that may have great potential for international consumer research are consumer ethnocentrism and the CETSCALE, respectively. However, the CETSCALE was developed and validated with samples of U.S. consumers only. The authors assess the psychometric properties and nomological validity of the CETSCALE across four different countries that actively trade with each other. The results suggest that the CETSCALE is a reliable measure across the four countries and afford some evidence of validity as well.