The Bidimensional Identity Measure (BIM): A new scale to measure multigroup ethnic and American identity in the USA

Abstract

The growth of the US multicultural, multiracial and multi-ethnic population is changing the demographic landscape in historic proportions. This study argues that the construct of identity has not kept up with the changing demography, and a new conceptualisation and measurement are needed. The study proposes that multigroup identity must be measured bidimensionally to account for the increasing diversity of the US population. In this study, the Multigroup Ethnic Identity Measure — Revised (MEIM-R) and American Identity Measure (AIM) scales are adapted to create the Bidimensional Identity Measure (BIM), measuring dual identity across a nationally representative sample (n = 1,250) of US Hispanic, African American, Asian American and (non-Hispanic) white consumers. Based on confirmatory factor analysis, the new scale has face validity and high reliability for the proposed 18-item bidimensional identity scale (BIM), comprised of two subscales, AIM (12 items) and MEIM-R (six items). The new form of conceptualisation and measurement of multigroup ethnic and American identity will help leading corporations better understand the multidimensionality of the multicultural consumer, and be more effective in developing targeted marketing strategies in a highly diverse 21st-century America.