Cross-group comparisons: A cautionary note
Article first published online: 8 MAR 2002
Copyright © 2002 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 19, Issue 4, pages 357–368, April 2002
How to Cite
Yoo, B. (2002), Cross-group comparisons: A cautionary note. Psychol. Mark., 19: 357–368. doi: 10.1002/mar.10014
- Issue published online: 8 MAR 2002
- Article first published online: 8 MAR 2002
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.