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.

Representative items

• In general, I dislike the consumption culture of the Dutch consumers.
• I object to being seen as just another Dutch consumer.
• Generally, I do not want to consume like the Dutch.

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.