Consumer Disidentification Scale

What it measures

Measures the extent to which a consumer actively rejects and distances themselves from the consumption culture and identity of the dominant domestic consumer group. Unlike consumer ethnocentrism (which reflects attachment and loyalty to one's domestic country), consumer disidentification (CDI) captures an oppositional, reactive distancing from the perceived typical domestic consumer. Consumers with high CDI do not identify with the majority consumer group, categorise themselves as different from that group, and avoid purchasing domestic products as a means of disassociating themselves from the typical domestic consumer identity. The original validation items reference Dutch consumers; researchers should substitute the relevant domestic consumer group label when applying the scale in other national contexts.

Response format

7-point Likert scale (1 = strongly disagree, 7 = strongly agree)

Scale items

• In general, I dislike the consumption culture of the Dutch consumers.
• It is good if they say something bad about Dutch consumers.
• I object to being seen as just another Dutch consumer.
• I always tend to not shop in the same places as the Dutch.
• Generally, I do not want to consume like the Dutch.
• I sometimes feel uncomfortable if people think I buy the same as the Dutch do.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Developed and validated across three studies using second-generation immigrants in the Netherlands. Study 1: scale development via EFA (n = 318) and CFA (n = 318; c²/df = 2.99, RMSEA = .06, IFI = .96, CFI = .96). Study 2 (general immigrants, n = 336): α = .805, CR = .849, AVE = 50.9%. Study 3 (Turkish immigrants, n = 539): α = .890, CR = .889, AVE = 57.7%. Social desirability bias non-significant (r = –.02). Discriminant validity from the CETSCALE confirmed (squared latent correlation = .04; lowest AVE = .51). CDI had significant negative effects on product judgments (β = –.41 to –.29, p < .001) and willingness to buy domestic products (β = –.29 to –.42, p < .001), which in turn predicted product ownership (β = .35–.44, p < .001). CDI invariant across gender and age segments. Acculturation negatively predicted CDI (β = –.15, p < .001); ethnic identification positively predicted CDI (β = .12, p < .01). CDI explained 31% of variance in willingness to buy independently of consumer ethnocentrism (29%). Note: abbreviation CDIS used in this database to distinguish from the Consumer Disgust Index (CDI, ID 1862).

Citation

Josiassen, A. (2011). Consumer disidentification and its effects on domestic product purchases: An empirical investigation in the Netherlands. Journal of Marketing, 75(2), 124–140.

Keywords