2. Meaning of CET Psychological concept….. CONSUMER ETHNOCENTRIC TENDENCY Ethnocentric individuals tend to view their group as superior to others
3. THE CONSUMER ETHNOCENTRISM CONCEPT The term "consumer ethnocentrism" is adapted from the general concept of ethnocentrism introduced more than 80 years ago by Sumner (1906).
4. CETSCALE began with 225 different questions 17-item version and the 10-item version were tested. It was found that both versions of the CETSCALE were reliable across the different cultures where it was tested. The results also helped validate the CETCSCALE as a measure of consumer ethnocentricity. Since that time, the CETSCALE has been used in many studies in many different countries and cultures. Format
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6. Consumer Ethnocentrism Tendencies Scale (Cetscale) was developed by Shimp and Sharma in 1987 to measure consumer ethnocentric tendencies related to purchasing foreign-versus American made products. International application
7. Reconceptualization of The Cetscale The Cetscale must have internal and external validity and reliability Animosity- “Remnants of antipathy related to previous or ongoing military, political or economic events". Economic Rationality- purchasing imported product is “wrong” because it hurts the domestic economy and causes loss of jobs. Morality- "highly ethnocentric consumers take pride in their own values, symbols and people ”
10. Sample Items from the CETSCALE 1 . American people should always buy American-made products instead of imports. 2. Only those products that are unavailable in the U.S. should be imported. 3. Buy American-made products. Keep America working. 4. Purchasing foreign-made products is un-American. 5. It is not right to purchase foreign products, because it puts Americans out of jobs. 6. A real American should always buy American-made products. 7. We should purchase products manufactured in America instead of letting other countries get rich off us. 8. It is always best to purchase American products.
