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.