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.

I n t e r n a t i o n a l J o u r n a l o f M a n a g e m e n t C a s e s 38 AN INVESTIGATIoN INTo CoNSUMER ANIMoSITy AMoNGST yoUNG EDUCATED JoRDANIANS SAEB AL GANIDEH Abstract Purpose -To investigate consumer animosity amongst young Jordanians. Design/methodology/approach -Jordan is a good representative of the Middle East and accordingly the results can be generalised on most young consumers in the Middle East. It is economically and culturally different from countries used in previous research. There is a lack of research conducted in the Middle East about consumer animosity. The young people comprise a large percentage of the population. The sample was chosen randomly from students who were doing their first degrees in three government universities. Findings -This study showed that feelings of consumer animosity exist among the young educated Jordanian consumers. Moreover, the results of this study concluded that young Jordanians show the strongest animosity forwards the U.S.A. The results of this study concluded that animosity does not influence product judgments. In addition, this study concluded that disliking the country doesn't necessary imply disliking its products and disliking owning them. Originality/value -There will be a wide population (especially researchers, domestic marketers in Jordan and international marketers who are concerned with doing business in the small kingdom and the whole Middle East) interested in the findings of this study from different positions.

I n t e r n a t i o n a l J o u r n a l o f M a n a g e m e n t C a s e s INSIGHTS INTo SoURCES oF INFoRMATIoN USED By yoUNG JoRDANIAN IN EVALUATING FoREIGN PRoDUCTS SAEB AL GANIDEH AbstractPurpose -To examine product country images among young consumers in Jordan and to identify the sources of information used by young consumers in Jordan to assess foreign products.Design/methodology/approach -Jordan is economically and culturally different from countries used in previous empirical studies. Moreover, Jordan is a large importer of foreign products. The young people comprise a large percentage of the population. The sample was chosen randomly from students who were doing their first degrees in three government universities.Findings -The results of this study showed that young consumers in Jordan have negative (less positive) attitudes towards products originated from developing countries. The young consumers in Jordan rely more on product information through experiential knowledge. In addition, they do not trust information provided by sales representatives as well as do not use Internet as a major source for searching about information regarding foreign products.Originality/value -The results will be of interest to other researchers and marketers. This research is the first to examine sources of information used by the young consumers to evaluate foreign products in the Middle East. Examining such an issue in a Middle East country (Jordan) provides domestic and international marketers good assistance. Paper type -Research paperKeywords -sources of information, foreign products, country-of-origin, Jordan.

Iran is located at the crossroads of world civilization and inter-continental trade, and has, throughout its long history, played an important role in the movement of goods, people, and ideas. The political factors that have hobbled Iran’s development have hitherto prevented scholars, business practitioners, and policymakers fully appreciating Iran’s potential as a key player in the economic, political and technological development of its region and beyond. This book provides its readers with a fuller understanding of the economic complexities of the present and the promise of a future rebirth in an important country, perhaps the last emerging market; a country whose potential has been dormant or held in check, but whose significance has remained unaffected. Although Iran is a large, untapped market and a great potential contributor to the world economy, after more than three decades of relative isolation, our knowledge of this country has been constrained by the dearth of exchanges and the opacity of Iranian society. The contributing scholars offer a broad overview of the challenges and opportunities presented by the gradual reintegration of Iran into the world economy.