A cross-cultural validation of a gender role identity scale in marketing

摘要

Purpose - The purpose of this paper is to explore the cross-cultural efficacy of a gender identity scale commonly used in marketing: the shortened version of the Bern Sex Role Inventory (BSRI) measure developed by Barak and Stern, the Gender Trait Index (GTI). Design/methodology/approach - Data were collected in the USA, Mexico, and Norway, and confirmatory factor analysis was used to assess the cross-cultural equivalence of the GTI. Findings - Configural, metric and partial scalar invariance of a revised 16-item measure weresupported. Originality/value - The validated 16-item GTI scale will enhance measurement applications and theory building in cross-cultural research, and further the authors' understanding of the role that gender identity plays in consumer decision making.