Cross-group comparisons: A cautionary note

This article alerts researchers to the importance of factorial invariance in comparative studies. Cross-group or cross-national comparisons, without a clear understanding of factorial structures, can result in misleading conclusions regarding compared groups. The types and process of invariance test are discussed. Then, as an empirical illustration, American consumer ethnocentrism toward Japanese products is examined across gender and age. (C) 2002 Wiley Periodicals, Inc.