Using Fuzzy Logic to Analyze Marketing Data: The Impact of Socio-psychological Variables on the National Identity of Jordanians

Fuzzy logic mathematics has started to change perspectives in a number of management and marketing areas. This study applies fuzzy logic methodology to examine the influence of socio-psychological variables, namely dogmatism, conservatism, and world-mindedness on Jordanian consumers¡¯ national identity (NATID) levels. The concept of NATID is valuable for international marketers as consumers all over the world are exposed to a wider range of foreign products in their home countries. We examine the ability of the fuzzy logic model to predict Jordanians¡¯ NATID based on socio-psychological variables. The data is collected from 183 Jordanians who lived in Amman City during the winter and spring of 2010. The results indicate that fuzzy logic model can predict correctly consumers' NATID. The study also provides insights for local and international marketing managers to conduct their marketing activities more effectively.