This study empirically examines a segment of consumers within the Jordanian society who express \r\nhigh ethnocentric tendencies towards domestic products using fuzzy logic technique. MATLAB�® \r\nANFIS has been employed to model the relationships between three inputs (conservatism, \r\ndogmatism and world-mindedness) and one output (consumer ethnocentrism). The results of this \r\nresearch conclude that Sugeno type fuzzy model has the ability to predict precisely consumers \r\nethnocentric tendencies levels based on their socio-psychological variables. Overall, fuzzy logic can \r\nimprove the research of consumer ethnocentrism and can illuminate uncovered sides in the area of \r\nconsumer ethnocentrism.
Loading....