International Business Review 10 (2001) 505–516 www.elsevier.com/locate/ibusrev The modified CETSCALE: validity tests in the Czech Republic, Hungary, and Poland Jay D. Lindquist a,* , Irena Vida b , Richard E. Plank a , Ann Fairhurst c a Haworth College of Business, Western Michigan University, Kalamazoo, MI 49008, USA b Department of Consumer Science, University of Wisconsin, Madison, WI 53706, USA c Consumer and Industry Services, University of Tennessee, Knoxville, TN 37996-1900, USA Abstract The modified Consumer Ethnocentric Tendencies Scale (CETSCALE), a 10-item measure of consumer ethnocentrism, was subjected to a validation test in the Czech Republic, Hungary and Poland. Confirmatory factor analysis in each of these nations revealed that the 10-item single factor model suggested by Shimp and Sharma (Journal of Consumer Research 24 (1987) 280) and tested cross-nationally by Steenkamp and Baumgartner (Journal of Consumer Research 25 (1998) 78) was not found to be a universally “good fit” solution in these central and eastern European countries. A good fitting five-item model was found for Hungary, a six- item scale for Poland and a seven-item solution for the Czech Republic.  2001 Published by Elsevier Science Ltd. Keywords: CETSCALE; Modified CETSCALE; Consumer ethnocentrism; Central and eastern Europe; Confirmatory factor analysis; Czech Republic; Hungary; Poland; Consumer ethnocentrism models 1. Introduction Consumers are aware of their national and ethnic identities and are concerned about them (Vida & Fairhurst, 1999). Further, it has been suggested that ethnicity and nationalism are among the strongest motivating factors in the contemporary global marketplace (Forbes, 1985; Hult & Keillor, 1994). These sentiments are often * Corresponding author. Tel.: +616-387-6062; fax: +1-616-387-5710. E-mail addresses: jay.lindquist@wmich.edu (J.D. Lindquist), richard.plank@wmich.edu (R.E. Plank). 0969-5931/01/$ - see front matter  2001 Published by Elsevier Science Ltd. PII:S0969-5931(01)00030-0