Journal of the Academy of Marketing Science

, Volume 20, Issue 3, pp 261–264 | Cite as

A note on the predictive validity of the CETSCALE

  • Joel Herche
Research Note


Consumers’ perceptions of the morality of buying foreign products, or consumer ethnocentric tendencies, are becoming an increasingly important issue for marketers in the global environment. The predictive validity of Shimp and Sharma’s (1987) CETSCALE was tested in a nationwide mail survey. The scale is shown to be a much stronger predictor of import buying behavior than are demographic variables. The ability of the scale to predict purchase behavior does not, however, appear to be consistent across the two products tested.


Predictive Validity Product Category Automobile Owner Foreign Product Product Origin 
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Copyright information

© Academy of Marketing Science 1992

Authors and Affiliations

  • Joel Herche
    • 1
  1. 1.Southern Illinois UniversityUSA

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