Jerome Kuperman and Ruth Lumb, Business Administration, had a paper accepted for presentation at the Allied Academies Spring 2011 International Conference. The paper, titled “Ethnocentrism in the U.S.: An Examination of CETSCALE Stability from 1994 to 2008,” won the Distinguished Research Award in the Marketing division and will be published in the Academy of Marketing Studies Journal.
“The consumer ethnocentrism scale (CETSCALE) developed by Shimp and Sharma (1987) is a widely used survey instrument in Marketing Strategy research. However, few studies have been done to test the stability of consumer ethnocentrism CETSCALE scores over an extended period of time. This paper attempts to fill in this gap in the literature by analyzing the annual movement of CETSCALE scores in the U.S. between 1994 and 2006. Also of note is that fact that our sample includes data before and after the attacks of 9/11 – arguably one of the biggest “patriotic events” in recent U.S. history. The larger implications of this study for business strategy is to reinforce in the context of a large Western economy, the U.S., that ethnocentrism levels are basically very stable over time. People did react as expected to the attacks on 9/11; still, the reactions were very short-lived suggesting that fundamental underlying attitudes were probably unaffected by the event and people needed just a short amount of time to cope and adjust. “