1 Department of Marketing, John Molson School of Business, Concordia University, Montréal, Québec, Canada. laroche@jmsb.concordia.ca

The authors focused on the role of language use in measuring ethnic identity. They demonstrated the construct validity of a 3-dimensional measure and examined potential biases introduced by alternative methods such as constant sum scale. Their findings support the distinction between the 3 subdimensions of language use (English use in family, in media consumption, and while shopping). The authors found evidence of discriminant validity. By using 3 approaches to construct validity, they found that the support for discriminant validity strengthens the discriminant and convergent properties of the instrument. Findings concerning method effects were less obvious. If the traditional multitrait-multimethod approach indicates no method effects, more stringent approaches (e.g., analysis of variance and correlated uniqueness approach) indicate the presence of limited method effects. The authors provide implications regarding measurement of ethnic identity.