When Nick Gerlich and Kris Drumheller of West Texas A&M told me they wanted to do a research project on how Where Am I Wearing? influences readers, I must admit that I was a bit nervous. What if reading the book made no impact?
Well, the first round of numbers are in and Nick concludes, “at the end of the day, we are extremely satisfied with our findings, as should Mr. Timmerman. I think he accomplished what he set out to do.”
(Insert sigh of relief here.)
Nick goes in-depth on the details of the study on his blog. Here are the nuts and bolts:
- 939 people responded to their survey which measured consumer ethnocentrism. The lower the score on the CETSCALE the less ethnocentric the consumer.
- Their theory was that reading the book would make consumers less ethnocentric.
- Nick and Kris expected that political persuasion, race, and gender would perhaps overshadow any influence the book would have, but it turns out that having read the book majorly influenced CETSCALE scores.
Whether or not the person had read the book “was a significant predictor at all indicates that the book has the potential to raise awareness among readers. Furthermore, it demonstrates the value of a common reader program, and that it can effect awareness and change as well.”
There you have it folks. My book works. At least science says it does.
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