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Consumer Xenocentrism and Consumer Cosmopolitanism Wayne State University Wayne State University Dissertations 1-1-2012 Consumer Xenocentrism And Consumer Cosmopolitanism: The e-VD elopment And Validation Of Scales Of Constructs Influencing Attitudes Towards Foreign Product Consumption Steven James Lawrence Wayne State University, Follow this and additional works at: http://digitalcommons.wayne.edu/oa_dissertations Recommended Citation Lawrence, Steven James, "Consumer Xenocentrism And Consumer Cosmopolitanism: The e-VD elopment And Validation Of Scales Of Constructs Influencing Attitudes Towards Foreign Product Consumption" (2012). Wayne State University Dissertations. Paper 606. This Open Access Dissertation is brought to you for free and open access by DigitalCommons@WayneState. It has been accepted for inclusion in Wayne State University Dissertations by an authorized administrator of DigitalCommons@WayneState. CONSUMER XENOCENTRISM AND CONSUMER COSMOPOLITANISM: THE DE- VELOPMENT AND VALIDATION OF SCALES OF CONSTRUCTS INFLUENCING ATTITUDES TOWARDS FOREIGN PRODUCT CONSUMPTION by STEVEN J. LAWRENCE DISSERTATION Submitted to the Graduate School of Wayne State University, Detroit, Michigan in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY 2012 MAJOR: BUSINESS ADMINISTRATION Approved By: Advisor Date DEDICATION This work is dedicated, with love, to my wife, Danielle, for her enduring support in making this accomplishment a reality; to my wonderful children, Owen and Claire, for making me smile every single day; and to my parents, James and Deborah for their love and guidance. ii ACKNOWLEDGMENTS The completion of this doctoral dissertation would not have been possible without the help and support of my advisors, committee members, family and friends. My sincerest gratitude goes to Dr. Abhijit Biswas, who has been my mentor, in- structor and academic advisor during my time at Wayne State University. His support, undoubtedly, provided me with the ability to complete this dissertation. I am thankful to Dr. Attila Yaprak who has been instrumental in the success of my Ph.D. matriculation and is the person who first got me interested in this topic. His enthusiasm is contagious. Thank you to Dr. Sujay Dutta for his most thoughtful help throughout this proc- ess. I am always astounded by the depth and thoroughness of his suggestions. I am appreciative of Dr. Gail Fahoome for providing me with the statistical tools and guid- ance required to complete this dissertation. I’d also like to thank Dan Friesen for taking this Ph.D. journey with me and Dr. Abhijit Guha for always finding a way to free me up some time to work on this disserta- tion. iii TABLE OF CONTENTS Dedication........................................................................................................................ii Acknowledgments...........................................................................................................iii List of Tables ................................................................................................................viii List of Figures .................................................................................................................x Chapter 1 Introduction....................................................................................................1 1.1 Research Objectives......................................................................................1 1.2 Justification for Research...............................................................................2 1.3 Structure of the Dissertation...........................................................................4 Chapter 2 Review of Literature.......................................................................................6 2.1 Attitude Theory, Affect and Cognition.............................................................7 2.2 Country-of-Origin (COO) biases...................................................................11 2.2.1 The affective components of COO biases......................................13 2.3 Constructs of Interest....................................................................................14 2.3.1 Consumer Xenocentrism................................................................15 2.3.2 Consumer Cosmopolitanism...........................................................19 2.3.2.1 Justification for replacing the CYMYC scale.....................21 2.3.2.2 Justification for a competing scale vs. the C-COSMO scale ………………………………………………………………………….23 2.4 Related Constructs.......................................................................................25 2.4.1 Consumer Ethnocentrism (CET) ....................................................25 2.4.2 Consumer Animosity.......................................................................29 2.4.3 Consumer Affinity ...........................................................................31 iv 2.4.4 Consumer Internationalism............................................................32 2.5 Construct Definitions....................................................................................34 Chapter 3 Scale Development Methods and Preliminary Procedures..........................36 3.1 The Construct Definitions.............................................................................38 3.2 Item Pool Generation / Open-ended Pre-Test.............................................38 3.3 Determine the Format for Measurement......................................................40 3.4 Expert Review of Initial Item Pool................................................................40 3.3 Attention Check............................................................................................42 Chapter 4 Data Collection and Analysis.......................................................................43 4.1 Administer Items to Development Sample...................................................43 4.1.1 Sample Description for Scale Creation Study................................43 4.2 Item analysis and refinement.......................................................................43 4.2.1 Exploratory Factor Analysis...........................................................44 4.2.1.1 Consumer Xenocentrism.................................................44 4.2.1.2 Consumer Cosmopolitanism............................................47 4.2.2 Inter-item correlation .....................................................................50 4.2.2.1 Inter-item correlation and Optimization of scale length of CXENO scale items......................................................................51 4.2.2.2 Inter-item correlation and Optimization of scale length of CCOS scale items.........................................................................54 4.2.3 Item Mean and Variance.................................................................59 4.3 Scale Validation............................................................................................62 4.3.1 Sample Description for Scale Validation Studies.................62 v 4.3.1.1 Sample for Validation Study 1................................62 4.3.1.2 Sample for Validation Study 2................................63 4.3.2 Confirmatory Factor Analysis...............................................64 4.3.3 Social Desirability Bias.........................................................68 4.3.4 Discriminant and Convergent Validity..................................70 4.3.4.1 Discriminant and Convergent Validity of CCOS and CXENO ..............................................................................72 4.3.4.2 Discriminant Validity of CCOS and CCosmo..........75 4.3.4.3 Discriminant Validity of XENO and CXENO ……...76 4.3.4.3.1 Modifications to Perlmutter’s original Xeno- phile scale.......................................................76 4.3.4.4 Discriminant Validity of CCOS and CETSCALE…79 4.3.4.5 Discriminant Validity of CXENO and CETSCALE. 82 4.3.5 Nomological Validity.............................................................86 Chapter 5 Conclusions..................................................................................................97 5.1 Discussion of Results...................................................................................97 5.1.1 Construct Definitions......................................................................97 5.1.2 Item Generation and Expert Screening..........................................97 5.1.3 Scale Development and Purification Study.....................................98 5.1.4 Scale Validation Studies.................................................................98 5.2 Contributions of the Research....................................................................100 5.3 Limitations and Future Research................................................................101 Appendix A Related scales…………………………………………………………………104 vi Appendix B Open-Ended Item Generation Survey………………………………………114 Appendix C Expert Review Instrument for CCOS and CXENO item pool…………....115 Appendix D Scale Creation Survey.............................................................................127 Appendix E Scale Validation Survey #1......................................................................133 Appendix F Expert Review Instrument for Xenophile Scale Modifications..................140 Appendix G Scale Validation Survey #2......................................................................142 Appendix H Model Fit Indices of CXENO CFA from Validation Study
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