Cross-National Applicability of a Parsimonious Measure of Acculturation to Global Consumer Culture

Cleveland and Laroche presented a scale to measure Acculturation to Global Consumer Culture. This measure was the first attempt to gauge consumer mindsets regarding their adaptation to global consumerism. Because this scale consisted of 57 scale items, applying such a lengthy scale can lead to response fatigue. Past research has also suggested that as more items are added to a scale, the informational value of each additional item is marginal. As an alternative, a shorter version of the Acculturation to Global Consumer Culture Scale is presented. The psychometric properties of this scale were verified via multiple group confirmatory factor analysis. A four-country investigation of young adults in China (n = 126; M age = 22.24 yr., SD = 3.63), New Zealand (n = 196; M age = 20.12 yr., SD = 4.12), Nigeria (n = 146; M age = 23.09 yr., SD = 3.80), and the United States (n = 120; M age = 21.67 yr., SD = 4.26) provides support for the cross-national applicability of the proposed parsimonious measure. Limitations and extensions are discussed.