Knowledge that Transforms

The concept of consumer ethnocentrism is introduced and a corresponding measure, the CETSCALE, is formulated and validated. Four separate studies provide support for the CETSCALE's reliability and convergent and discriminant validity. A series of nomological validity tests show consumer ethnocentrism to be moderately predictive of theoretically related constructs.

Disconfirmation models of customer satisfaction employing three alternative standards of performance were compared by using causal modeling. Pre- and post-measures were obtained from subjects in three different use situations. The disconfirmation paradigm is supported. The analysis suggests that best brand norm and product norm are additional standards used for evaluating focal brand performance.

The diffusion rate of a first purchase diffusion model is interpreted as the intensity function of a counting process. Parameter estimation procedures are considered and some generalizations of the basic model are discussed.