Measuring the Ethnocentric Tendencies of Iranian Consumers: An Assessment of Validity and Reliability of the CETSCALE

Obtaining accurate information from markets is highly dependent on the use of valid and reliable scales. This study is intended to assess validity and reliability of the CETSCALE, a measure of consumers’ ethnocentric tendencies, in the context of Iran. Data collected from 278 university students were used to examine the unidimensionality, internal consistency, discriminant validity, and nomological validity of the CETSCALE. The results confirmed the unidimensionality postulate of the scale; however, due to poor model fit, a more parsimonious scale was developed by removing 7 items. Reliability and discriminant validity of the CETSCALE were strongly supported by the data, although the support for nomological validity was not very strong.