Abstract
CETSCALE (Consumer Ethnocentrism Tendencies Scale), the scale developed by Shimp and Sharma in 1987 to study consumer ethnocentric behavior, has received preferential use in the literature, with numerous replications carried out in countries on all continents. Although it was proposed as a 17-item scale along with a smaller version of only ten items, studies that use only a part of these have been become increasingly common. To some extent, this practice responds to the multidimensional behavior of CETSCALE, as can be widely confirmed. It is for this reason that a growing consensus is in favor of reviewing the scale as a tool to measure ethnocentrism, made evident by the appearance of new alternative scales. CEESCALE and CES are two of the most recent proposals, which were developed with a similar number of items but grouped into a number of clearly defined dimensions, providing more robust results.
Highlights
For over 30 years, researchers have been applying CETSCALE (Consumer Ethnocentrism Tendencies Scale), which was designed by Shimp and Sharma (1987) [1] to represent consumer beliefs in the United States about the suitability of acquiring foreign products
CETSCALE was designed to reflect an economic version of ethnocentrism, with the aim of analyzing the emotional implications that the purchase of foreign products may have for the consumer
The objective of this study was to review the literature to evaluate the prevalence of CETSCALE—the most widely used scale for measuring consumer ethnocentrism—with the objective of questioning its usage when dealing with multidimensional behavior and when fragmented versions are applied, which continues to occur in more recent studies [114]
Summary
For over 30 years, researchers have been applying CETSCALE (Consumer Ethnocentrism Tendencies Scale), which was designed by Shimp and Sharma (1987) [1] to represent consumer beliefs in the United States about the suitability of acquiring foreign products. This scale has been the most widely-preferred tool in the literature for studying consumer ethnocentrism. The authors’ interpretation of said concept encompasses responsibility and morality in purchasing products manufactured abroad versus the loyalty of consumers to products manufactured in their own country. In the case of Europe, we find applications in countries such as France [4], Germany [5,6], Poland [7,8], Russia [3,9,10], Slovenia [11,12], Serbia [13], Spain [14,15], Turkey [16,17], and United Kingdom [18,19]
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