This note proposes an improved version of the Consumer Entitlement Inventory (CEI) developed by Boyd and Helms (2005). Two studies, conducted in two different cultural settings - France (n=203) and the United State (n=181) - raised some issues with the original version of the CEI. The underlying theoretical reasons for these results are discussed and an analysis of the CEI's content validity is performed. An improved versionof the CEI, enriched with items that ore closely capture the consumer entitlement construct, is proposed.
BUTORI, R. (2010). The Consumer Entitlement Inventory: Proposition for a Better Measurement Scale. Psychology and Marketing, 27(3), pp. 285-297.