“…In fact research in diverse areas has consistently failed to find invariance across countries. Examples include studies on social values (Davidov, Meuleman, Billiet, & Schmidt, 2008;Davidov, Schmidt, & Schwartz, 2008;Heyder & Schmidt, 2003), engagement with technology and science (Stares, 2009), national identity (Heath, Martin & Spreckelsen, 2009;Medina, Smith & Long, 2009) and consumer behavior (Benedict, Steenkamp & Baumgartner, 1998). In all these studies, constraining measurement models to be equal across countries resulted in models with poor fit, suggesting that the same items do not measure the same constructs across different countries.…”