Consumer Ethnocentrism Scale

What it measures

Measures consumers' beliefs about the appropriateness and morality of purchasing foreign-made products. High ethnocentrism reflects a belief that buying imported products is wrong because it hurts the domestic economy and is unpatriotic. The CETSCALE is foundational to research on country-of-origin effects, global brand strategy, and nationalism in consumer behaviour.

Representative items

• Only those products that are unavailable in [home country] should be imported.
• [Home country] products, first, last, and foremost.
• Purchasing foreign-made products is un-[nationality].
• It is not right to purchase foreign products because it puts [home countrymen] out of jobs.
• Real [nationality] should always buy [nationality]-made products.

Citation

Shimp, T.A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289.