Antecedents to Consumer Ethnocentrism: A Fuzzy Logic-Based Analysis Study
Saeb Farhan Al Ganideh1, Ghaleb El Refae2 and Maher Al Omari3
1Al Zaytoonah University of Jordan, Amman, Jordan
2AlAin University of Science and Technology, U.A.E
3Yarmouk University, Irbid, Jordan
Volume 2012 (2012), Article ID 693619, Journal of Administrative Sciences and Technology, 14 pages, DOI: 10.5171/2012.693619
Received date : ; Accepted date : ; Published date : 13 April 2012
Copyright © 2012 Saeb Farhan Al Ganideh, Ghaleb El Refae and Maher Al Omari. This is an open access article distributed under the Creative Commons Attribution License unported 3.0, which permits unrestricted use, distribution, and reproduction in any medium, provided that original work is properly cited.
This study empirically examines a segment of consumers within the Jordanian society who express high ethnocentric tendencies towards domestic products using fuzzy logic technique. MATLAB® ANFIS has been employed to model the relationships between three inputs (conservatism, dogmatism and world-mindedness) and one output (consumer ethnocentrism). The results of this research conclude that Sugeno type fuzzy model has the ability to predict precisely consumers ethnocentric tendencies levels based on their socio-psychological variables. Overall, fuzzy logic can improve the research of consumer ethnocentrism and can illuminate uncovered sides in the area of consumer ethnocentrism.
Keywords: Consumer ethnocentrism, Fuzzy logic, Socio- psychological variables