The importance of the analytic approach to the Multigroup Ethnic Identity Measure in the study of Hispanic media behaviour

Ethnic identity has been instrumental in understanding individual differences in consumer behaviour. The Multigroup Ethnic Identity Measure (MEIM) is a theoretically based instrument that is frequently used in cultural consumer behaviour research. The manner in which the MEIM has been used in research has varied across studies. Identifying the most appropriate use of the MEIM is essential to understanding the role of ethnic identity in cultural consumer behaviour. This study compares three ways of handling responses to the MEIM to assess their impact on the estimated relationships between ethnic identity and Hispanic consumer behaviours. The first is the most common approach in which all item responses on the MEIM are averaged to form a single score. The second and third approaches are based on latent variable models that reflect psychological theory about ethnic identity. Results suggest important differences between ways to handle responses to the MEIM that lead to dissimilar interpretations and implications. A latent variable model approach is recommended that defines responses to the MEIM by latent measures of attitudinal and behavioural ethnic identity. Branding implications for Hispanic consumer behaviour are discussed.