Measuring Consumer Xenocentrism: A Comparative Analysis of Four Multi-Item Scales
(A2026-133089)

AUTHORS

Maria Montanari, University of Vienna; Felipe Zambaldi, Funda��o Getulio Vargas�s Sao Paulo School of Business Administration (FGV EAESP); ADAMANTIOS DIAMANTOPOULOS, University of Vienna

ABSTRACT

Contributing to the emerging literature on consumer xenocentrism (CX), we systematically compare the theoretical foundations and psychometric properties of four CX scales: CXENO (Lawrence, 2012), C-XENCALE (Balabanis and Diamantopoulos, 2016), XEN (Cleveland and Balakrishnan, 2019), and X-Scale (Rojas-Méndez and Chapa, 2020). Our results, based on a survey of Brazilian consumers (N=400), reveal that CXENO and C-XENSCALE are the most psychometrically robust scales, with the latter also possessing stronger theoretical grounding. The other two scales (XEN and X-Scale) exhibit theoretical and/or psychometric weaknesses and should thus be used with caution in substantive research endeavors.