Can fuzzy logic predict consumer ethnocentric tendencies? An empirical analysis in Jordan

This paper applies fuzzy logic approach to examine consumer ethnocentrism level for Jordanians based on their socio-psychological variables namely, patriotism, nationalism and internationalism. To model the relationships between three inputs namely, patriotism, nationalism and internationalism and one output ethnocentrism MATLAB® ANFIS has been used, utilizing a sample of 341 Jordanians live in Amman city. Results indicate that fuzzy logic model can predict correctly consumers' ethnocentric tendencies knowing their patriotic, nationalistic and internationalist feelings. Fuzzy logic approach shows that high level of nationalism leads consumers to be ethnocentric.