Ethnocentrism Scale

Abstract

The Ethnocentrism Scale, specifically the Revised or Generalized Ethnocentrism Scale (GES), is a robust psychological instrument designed to quantify the degree of ethnocentrism held by an individual. Ethnocentrism, as classically defined by W.G. Sumner (1906), is the view that one’s own group is the center of everything, serving as the sole standard against which all other groups are judged. This revised 22-item instrument, developed by Neuliep and McCroskey, employs 15 scored items to reliably measure this universal phenomenon, which is critical for understanding intergroup relations and outgroup attitudes.

Keywords

Ethnocentrism, Generalized Ethnocentrism Scale, Intercultural Communication Research, outgroup attitudes, ingroup bias, social psychology, attitude scale, reliability, validity.

Authors

Neuliep, J. W., McCroskey, J. C.

Purpose

The primary purpose of the Ethnocentrism Scale is to provide a standardized and quantifiable measure of an individual’s level of ethnocentrism. This measure is essential for researchers in communication studies and social psychology who seek to systematically analyze how individuals perceive and interact with cultures and groups external to their own (outgroups).

The scale aids in capturing the psychological orientation characterized by a belief in the inherent superiority of one’s own culture. By quantifying this bias, the instrument facilitates the study of its correlation with various communication behaviors, conflict resolution styles, and general levels of tolerance or prejudice in diverse settings.

Construct

The scale measures the psychological construct of Ethnocentrism. Ethnocentrism is fundamentally rooted in the tendency to use the values, customs, and norms of one’s own culture (the ingroup) as the absolute framework for evaluating all other cultures. This viewpoint often leads to the perception that the ingroup is virtuous and stable, while outgroups are considered strange, inferior, or backward.

The construct is operationalized through items that assess both positive ingroup sentiments (e.g., belief in cultural superiority) and negative outgroup sentiments (e.g., lack of interest in or contempt for other cultures). The Revised Ethnocentrism Scale is designed to capture this generalized attitude, which influences a wide range of interpersonal and intercultural communication behaviors.

Validity

Comprehensive information regarding the validity of the Generalized Ethnocentrism Scale (GES) is detailed in the key reference by Neuliep (2002). This research established the scale’s ability to accurately measure the theoretical construct of ethnocentrism, ensuring that the items genuinely reflect ethnocentric attitudes rather than related but distinct concepts, such as nationalism or generalized prejudice.

The validation process involved rigorous testing to confirm that the instrument possesses both content validity (representing the full scope of the ethnocentrism concept) and construct validity. Researchers are advised to consult the 2002 journal article for a full discussion of the scale’s psychometric properties and validation results.

Reliability

The Ethnocentrism Scale demonstrates strong internal consistency, confirming its high reliability. In the psychometric assessment reported by Neuliep (2002), the scale achieved a highly acceptable Cronbach’s alpha coefficient of .92.

In typical applications, the Revised Ethnocentrism Scale is expected to yield internal consistency estimates within the excellent range of .80 and .90. This high reliability ensures that the items consistently measure the same underlying construct, making the scale a dependable tool for attitude assessment in diverse research contexts.

Factor Analysis

While the source content does not explicitly outline the results of a factor analysis, the structure of the Revised Ethnocentrism Scale, which utilizes 15 core items derived from a pool of 22, suggests that it is primarily intended to be a unidimensional measure of generalized ethnocentrism. The high internal consistency (alpha = .92) supports the interpretation that the items coalesce around a single dominant factor.

The inclusion of extra items (seven unscored) specifically to balance positively and negatively worded statements is a methodological technique often used to mitigate response bias, further refining the instrument’s ability to measure the core construct accurately, as would be confirmed by standard factor analytic procedures.

Instrument

Test Type: Self-report attitude scale / Psychological inventory

Format: 22 items administered via a five-point Likert-type scale, though only 15 items are ultimately scored.

Language Available: Primarily English, developed for U.S. and generalized use.

Population Group: General population, frequently used in college and university student populations for research in intercultural communication.

Age Group: Adolescents and Adults.

Population Details: Applicable for measuring generalized ethnocentrism across various social and cultural backgrounds, intended to be applicable beyond a single specific culture.

Test Methodology: Respondents indicate the degree to which they agree or disagree with each item using the scale: Strongly Disagree = 1, Disagree = 2, Neutral = 3, Agree = 4, Strongly Agree = 5. Specific items (4, 7, 9) are reverse-coded, and 7 items (3, 6, 12, 15, 16, 17, 19) are dropped before summing the responses of the remaining 15 items to yield the composite ethnocentrism score.

Keywords

Sumner, W. G., generalized ethnocentrism, ingroup, outgroup, psychometrics, attitude measurement, communication research, Cronbach’s alpha.

Authors

Author ORCID Identifier: Not specified in source content.

Affiliation Email addresses: Not specified in source content.

Correspondence Address: Not specified in source content.

Permissions & Fee and Test Year

The scale was initially developed in 1997 by Neuliep and McCroskey, with a major psychometric validation published in 2002 by Neuliep. Researchers intending to use the scale should consult the original publications in Journal of Intercultural Communication Research and Communication Research Reports regarding specific permissions and potential fees. The instrument is widely cited and used in academic research.

Reference’s

• Neuliep, J. W. (2002). Assessing the Reliability and Validity of the Generalized Ethnocentrism Scale, Journal of Intercultural Communication Research, 31, 201-215.

• Neuliep, J. W., & McCroskey, J. C. (1997). The development of a U. S. and generalized ethnocentrism scale. Communication Research Reports, 14, 385-398.

• Sumner, W. G. (1906). Folkways: A study of the sociological importance of usages, manners, customs, mores, and morals. Ginn and Company.

Items of the Ethnocentrism Scale

Below are items that relate to the cultures of different parts of the world. Work quickly and record your first reaction to each item. There are no right or wrong answers. Please indicate the degree to which you agree or disagree with each item using the following five-point scale:

Strongly Disagree = 1; Disagree = 1; Neutral = 3; Agree = 4; Strongly Agree = 5;

1. Most other cultures are backward compared to my
2. My culture should be the role model for other
3. People from other cultures act strange when they come to my
4. Lifestyles in other cultures are just as valid as those in my
5. Other cultures should try to be more like my
6. I am not interested in the values and customs of other
7. People in my culture could learn a lot from people in other
8. Most people from other cultures just don’t know what’s good for
9. I respect the values and customs of other
10. Other cultures are smart to look up to our
11. Most people would be happier if they lived like people in my
12. I have many friends from different
13. People in my culture have just about the best lifestyles of
14. Lifestyles in other cultures are not as valid as those in my
15. I am very interested in the values and customs of other
16. I apply my values when judging people who are
17. I see people who are similar to me as
18. I do not cooperate with people who are
19. Most people in my culture just don’t know what is good for
20. I do not trust people who are
21. I dislike interacting with people from different
22. I have little respect for the values and customs of other

Recode questions 4, 7, & 9 with the following format:

• 1=5
• 2=4
• 3=3
• 4=2
• 5=1

Drop questions 3, 6, 12, 15, 16, 17, 19

After you have recoded the previous questions, add all of the responses to the remaining 15 items together to get your composite ethnocentrism score.