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Forty older and 60 younger adults were asked to estimate the level of discount expected in ads. Consumers were skeptical of implausible discounts. Implausible and highly plausible discounts had more influence on price perceptions than did discounts with low plausibility. (SK)

Purpose - This research has the purpose of exploring whether the construct of consumer ethnocentrism extends to contexts in which foreign products are preferred to domestic products. Design/methodology/approach - The study evaluates the psychometric properties of the consumer ethnocentrism scale (CETSCALE) in the transition economies of China and Russia using both student and non-student samples. A valid and reliable six-item version of the CETSCALE is developed based on these samples. The refined six-item scale is then validated through a re-analysis of Netemeyer et al's data collected in four developed countries. Findings - Findings show that the scale can be used effectively in these transitional economies. A consistent pattern of support is found for the six-item CETSCALE across eight samples from six countries. Originality/value - The research provides practicing marketers as well as international researchers with a parsimonious six-item CETSEALE that can be used in both developed and transition economies. [ABSTRACT FROM AUTHOR]