Personal Report of Intercultural Communication Apprehension (PRICA)

Abstract

The Personal Report of Intercultural Communication Apprehension (PRICA) is a specialized psychological instrument developed by James W. Neuliep and James C. McCroskey in 1987. It is designed as a self-report measure to assess the degree of anxiety, nervousness, or fear an individual experiences when communicating with people from different cultural backgrounds. The PRICA focuses specifically on the context-dependent nature of communication anxiety, differentiating it from general trait communication apprehension. The scale consists of 14 items rated on a 5-point Likert scale, yielding a total score that classifies respondents into low, moderate, or high levels of intercultural communication apprehension (CA).

Keywords

Intercultural Communication Apprehension, PRICA, cross-cultural communication, communication anxiety, Neuliep, McCroskey, psychological scale, self-report, communication assessment.

Authors

James W. Neuliep, James C. McCroskey

[quads id=5]

Purpose

The primary purpose of the PRICA is to quantitatively assess the degree of communication apprehension experienced by an individual when interacting with those perceived to be from different cultural groups. Before the development of the PRICA, existing measures of general communication apprehension (CA) did not adequately isolate the specific anxiety related to intercultural interactions, which often involve unique challenges such as language barriers, differing norms, high uncertainty, and potential misunderstandings.

This scale allows researchers and practitioners in fields like communication studies, psychology, and management to predict and understand avoidance behaviors, relational outcomes, and effectiveness in diverse settings. By identifying individuals with high levels of intercultural communication apprehension, targeted training and interventions can be developed to reduce anxiety, enhance cultural sensitivity, and improve overall intercultural competence.

Construct

The PRICA measures the psychological construct of Intercultural Communication Apprehension (CA). This construct is defined as the “fear or anxiety associated with either real or anticipated communication with persons from different cultures.” It is rooted in the broader concept of communication apprehension but specifically focuses on the context of cultural difference.

Intercultural CA reflects an individual’s affective response (nervousness, tension, discomfort) and cognitive response (confused thoughts, fear of speaking) when facing cross-cultural communication encounters. The scale is structured to capture these affective and cognitive components across various interaction settings, including both group discussions and dyadic (one-on-one) conversations, thus providing a comprehensive measure of this trait-like anxiety in culturally diverse contexts.

Validity

The PRICA has generally demonstrated strong evidence of construct validity through its differentiation from general communication apprehension measures and its correlation with related intercultural constructs, such such as ethnocentrism, willingness to communicate, and cultural tolerance. The scale’s focused items ensure that the anxiety measured is specifically tied to cultural differences rather than generalized social anxiety.

Furthermore, strong **predictive validity** has been established in numerous studies across various cultures and populations. Higher PRICA scores reliably predict avoidance of intercultural contact, reduced motivation for cultural adaptation, and lower perceived communication effectiveness in multicultural environments, confirming its utility as a diagnostic and predictive tool for intercultural success.

Reliability

The PRICA is considered a highly reliable psychometric measure. **Internal consistency** is the most frequently reported measure of reliability, typically assessed using Cronbach’s Alpha. Published studies consistently report coefficients often exceeding .80, indicating that the items within the 14-item scale are homogenous and consistently measure the same underlying psychological construct.

Additionally, **test-retest reliability** confirms the stability of the measure over time. Because intercultural communication apprehension is conceptualized as a relatively stable trait-like disposition, high correlations between scores obtained by the same individuals at different time points support the PRICA’s consistency and reliability as a measurement instrument.

Factor Analysis

Early factor analysis conducted by Neuliep and McCroskey supported the PRICA’s **unidimensional nature**. This means that the 14 items load strongly onto a single, overarching factor representing the generalized experience of anxiety in intercultural communication settings. This structure validates the use of a single total score for interpretation.

While some subsequent research has explored the possibility of minor sub-dimensions (e.g., separating group-based apprehension from dyadic apprehension), the dominant psychometric interpretation and standard scoring method uphold the scale as a unified measure of overall intercultural communication anxiety, confirming the original theoretical foundation of the scale.

Instrument

Test Type: Self-report questionnaire / Trait measure

Format: 14 items scored on a 5-point Likert scale (Strongly Disagree=1 to Strongly Agree=5).

Language Available: Primarily English, with validated translations available in several other languages for cross-cultural research.

Population Group: General population, students, employees, and individuals engaged in or anticipating diverse multicultural settings.

Age Group: Adolescents and Adults (typically 16 years and older).

Population Details: Applicable to any individual whose life or work requires communication with members perceived to be from different cultural or ethnic groups.

Test Methodology: Summation of scores after reversing scores on the positive items. The final score ranges from 14 to 70.

Keywords

Psychometrics, anxiety measures, cross-cultural psychology, communication assessment, trait anxiety, self-report.

[quads id=5]

Authors

Author ORCID Identifier: Information not provided in the source material.

Affiliation Email addresses: Information not provided in the source material.

Correspondence Address: Refer to the original publication (Neuliep & McCroskey, 1997) for authors’ institutional affiliations at the time of publication.

Permissions & Fee and Test Year

The development and initial presentation of the PRICA occurred in 1987, with the definitive publication appearing in 1997. The instrument is often available for academic, non-commercial research, and educational use without a fee, as is common for scales developed by James C. McCroskey. The instrument is publicly available online at the official website: http://www.jamescmccroskey.com/measures/prica.htm.

Formal permission should be sought from the copyright holders (Neuliep and McCroskey) for commercial or widespread institutional use.

Reference’s

• Neuliep, J. W., & McCroskey, J. C. (1987). The development of a measure of intercultural communication apprehension. Paper presented at the annual meeting of the Eastern Communication Association, Syracuse, NY.

• Neuliep, J. W., & McCroskey, J. C. (1997). The development of intercultural and interethnic communication apprehension scales. Communication Research Reports, 14, 385-398.

[quads id=5]

Items of the Personal Report of Intercultural Communication Apprehension (PRICA)

IMPORTANT: The following scale items must be preserved in their original language and must not be changed in any way.

The PRICA utilizes a 5-point scale where:

• Strongly Disagree = 1
• Disagree = 2
• Neutral = 3
• Agree = 4
• Strongly Agree = 5

1. Generally, I am comfortable interacting with a group of people from different cultures.
2. I am tense and nervous while interacting with people from different cultures.
3. I like to get involved in group discussion with others who are from different cultures.
4. Engaging in a group discussion with people from different cultures makes me nervous.
5. I am calm and relaxed with interacting with a group of people who are from different cultures.
6. While participating in a conversation with a person from a different culture, I get nervous.
7. I have no fear of speaking up in a conversation with a person from a different culture.
8. Ordinarily I am very tense and nervous in a conversation with person from a different culture.
9. Ordinarily I am very calm and relaxed in conversations with a person from a different culture.
10. While conversing with a person from a different culture, I feel very relaxed.
11. I am afraid to speak up in conversations with a person from a different culture.
12. I face the prospect of interacting with people from different cultures with confidence.
13. My thoughts become confused and jumbled when interacting with people from different cultures.
14. Communicating with people from different cultures makes me feel uncomfortable.

Scoring Procedure

To compute the PRICA score, complete the following steps:

1. Add the scores for the items that reflect low apprehension (positive items): 1, 3, 5, 7, 9, 10, and 12. (Total from Step 1)
2. Add the scores for the items that reflect high apprehension (negative items): 2, 4, 6, 8, 11, 13, and 14. (Total from Step 2)
3. Complete the following formula: PRICA score = 42 – Total from Step 1 + Total from Step 2.

Interpretation

Scores can range from 14 to 70. Interpretation guidelines are:

• Scores below 32 indicate **low intercultural CA**.
• Scores above 52 indicate **high intercultural CA**.
• Scores ranging between 32 and 52 indicate a **moderate level of intercultural CA**.