Lumb, Ruth; Kuperman, Jerome C.
January 2012
Academy of Marketing Studies Journal;Jan2012, Vol. 16 Issue 1, p99
Academic Journal
The consumer ethnocentrism scale (CETSCALE) developed by Shimp and Sharma (1987) is a widely used survey instrument in Marketing Strategy research. However, few studies have been done to test the stability of consumer ethnocentrism CETSCALE scores over an extended period of time. This paper attempts to fill in this gap in the literature by analyzing the annual movement of CETSCALE scores in the U.S. between 1994 and 2006. Also of note is that fact that our sample includes data before and after the attacks of 9/11 -- arguably one of the biggest "patriotic events" in recent U.S. history. The larger implications of this study for business strategy is to reinforce in the context of a large Western economy, the U.S., that ethnocentrism levels are basically very stable over time. People did react as expected to the attacks on 9/11; still, the reactions were very short-lived suggesting that fundamental underlying attitudes were probably unaffected by the event and people needed just a short amount of time to cope and adjust.


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