Abstract
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.
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