Proposition for an improved version of the consumer entitlement inventory

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 States (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 version of the CEI, enriched with items that more closely capture the consumer entitlement construct, is proposed. © 2010 Wiley Periodicals, Inc.