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Cross‐group comparisons: A cautionary note
Author(s) -
Yoo Boonghee
Publication year - 2002
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.10014
Subject(s) - psychology , ethnocentrism , factorial analysis , test (biology) , social psychology , measurement invariance , factorial , group (periodic table) , statistics , structural equation modeling , confirmatory factor analysis , mathematics , paleontology , mathematical analysis , biology , chemistry , organic chemistry
This article alerts researchers to the importance of factorial invariance in comparative studies. Cross‐group or cross‐national comparisons, without a clear understanding of factorial structures, can result in misleading conclusions regarding compared groups. The types and process of invariance test are discussed. Then, as an empirical illustration, American consumer ethnocentrism toward Japanese products is examined across gender and age. © 2002 Wiley Periodicals, Inc.