Conducting International Consumer Ethnocentrism Surveys‪.‬

ABSTRACT As a factor in consumer behavior, the construct of consumer ethnocentrism has been empirically established through the development and use of the CETSCALE instrument. The original research by Shimp and Sharma (1987) has been replicated and validated through numerous studies using samples from cultures around the world. In the current study, the role of native language presentation in measuring consumer ethnocentrism is explored; specifically, whether presentation of the survey in a subject's native language has the effect of increasing their expressed level of consumer ethnocentrism. Over 1,300 undergraduate and graduate students enrolled in programs in business, law, and computer science at a private university in Reykjavik, Iceland were invited to participate in an electronic survey using CETSCALE. Subjects were randomly assigned to one of three experimental conditions: Icelandic language only, English language only, or side-by-side Icelandic and English language presentations of the CETSCALE. Approximately 25% of the sample participated. Statistical analysis showed that native language presentation did not have an impact on the respondent's level of consumer ethnocentrism. Study limitations are also discussed.