Table 1.
Description of multi-itema scales used to measure “westernization.”
| a. Western scale (n=12 items, range 0–36, mean=17.31, SD=8.24, Cronbach's α=0.90) | |
|---|---|
| Language preferences | How often do you speak with your mother or father in English? |
| How often do you speak with your siblings in English? | |
| How often do you speak with your friends in English? | |
| Media preferences | How often do you watch English TV shows? |
| How often do you watch English movies or films? | |
| How often do you listen to English music? | |
| Preferences for food | How often do you eat English food for lunch or dinner (such as pizza, burgers, etc.)? |
| How often do you eat Indian food for a snack (such as potato chips, french fries, garlic bread, etc.)? | |
| How often do you eat Indian food for dessert (such as cakes, puddings, pastries, etc.)? | |
| Other consumer goods | How often do you wear Western clothing (such as jeans, t-shirts, and skirts)? |
| How often do you go out to a Western coffee house (such as Café Coffee Day, Barista)? | |
| How often do you go for shopping to a Western-type shopping mall (such as Ansal Plaza, Big Bazaar, etc.)? | |
| b. Indian scale (n=12 items, range 0–36, mean=21.62, SD=7.17, Cronbach's α=0.84) | |
|---|---|
| Language preferences | How often do you speak with your mother or father in your mother tongue (Hindi, or other Indian language)? |
| How often do you speak with your siblings in your mother tongue (Hindi, or other Indian language)? | |
| How often do you speak with your friends in your mother tongue ( Hindi, or other Indian language)? | |
| Media preferences | How often do you watch Hindi (or other Indian language) TV shows? |
| How often do you watch Hindi (or other Indian language) movies or films? | |
| How often do you listen to Hindi (or other Indian language) music? | |
| Preferences for food | How often do you eat Indian food for lunch or dinner (such as roti, rice, dal, vegetables, dosa, etc.)? |
| How often do you eat Indian food for a snack (such as namkeen, rusk, etc.)? | |
| How often do you eat Indian food for dessert (such as kulfi, halwah, milk sweets, etc.)? | |
| Other consumer goods | How often do you wear traditional Indian clothing (such as salwar kameez/sari for girls; kurta pajama for boys)? |
| How often do you go out to a traditional Indian coffee house (such as Coffee Home)? | |
| How often do you go for shopping to traditional Indian markets (such as Karol Bagh, Chandni Chowk, etc.)? | |
a
Response options for each item were on a 4 point Likert scale: (1) never, (2) sometimes, (3) often, (4) very often.