Antecedents to Consumer Ethnocentrism: A Fuzzy Logic-Based Analysis Study

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.

Consumer Sentiments: a Missing Link between Personality Traits and Purchase Intention toward Foreign Products - an Empirical Study on Young Vietnamese Consumers

“…Hence, consumers with a higher level of world-mindedness would probably express higher consumer xenocentrism and lower consumer ethnocentrism. The negative relationship between world-mindedness and consumer ethnocentrism was empirically verified in Jordanian consumers [45] and other research found a positive relationship between worldmindedness and xenocentrism [46]. Another study [47] posited that world-mindedness was positively related to foreign consumer culture positioning (FCCP) and global consumer culture positioning (GCCP) while negatively related to local consumer culture positioning (LCCP).…”

The Model of Domestic Product Quality Syndrome

“…The causal relationship between world-mindedness and consumer ethnocentrism has been studied by many researchers. Many researchers revealed that world-mindedness is the antecedent of consumer ethnocentrism (Al Ganideh et al, 2012;Shankarmahesh, 2006;Siemieniako et al, 2011). The review study of Shankarmahesh (2006) concluded that world-mindedness has a negative effect on consumer ethnocentrism.…”

“…The review study of Shankarmahesh (2006) concluded that world-mindedness has a negative effect on consumer ethnocentrism. Furthermore, some empirical studies found that consumer ethnocentrism is influenced by world-mindedness (Al Ganideh et al, 2012;W. N. Lee et al, 2003).…”

“…Furthermore, in existing literature, several studies of consumer ethnocentrism antecedent have been conducted (e.g., Chowdhury, 2015;Erdogan & Uzkurt, 2002;Feurer et al, 2016;Shimp & Sharma, 1987). More specifically, some researchers found that consumer ethnocentrism is significantly affected by world-mindedness (Al Ganideh et al, 2012;W. N. Lee et al, 2003) and patriotism (Deb & Chaudhuri, 2012;Rybina et al, 2010;Vida & Reardon, 2008).…”

“…The review study of Shankarmahesh (2006) concluded that world-mindedness has a negative effect on consumer ethnocentrism. Furthermore, some empirical studies found that consumer ethnocentrism is influenced by world-mindedness (Al Ganideh et al, 2012; W. N. Lee et al, 2003). A consumer with high world-mindedness may prefer a foreign product to a domestic product since she or her may feel that a foreign product has a higher standard than a domestic product (Pandey et al, 2019).…”