Extending the construct of consumer ethnocentrism: when foreign products are preferred

Purpose – This research has the purpose of exploring whether the construct of consumer ethnocentrism extends to contexts in which foreign products are preferred to domestic products. Design/methodology/approach – The study evaluates the psychometric properties of the consumer ethnocentrism scale (CETSCALE) in the transition economies of China and Russia using both student and non‐student samples. A valid and reliable six‐item version of the CETSCALE is developed based on these samples. The refined six‐item scale is then validated through a re‐analysis of Netemeyer et al. 's data collected in four developed countries. Findings – Findings show that the scale can be used effectively in these transitional economies. A consistent pattern of support is found for the six‐item CETSCALE across eight samples from six countries. Originality/value – The research provides practicing marketers as well as international researchers with a parsimonious six‐item CETSCALE that can be used in both developed and transition economies.