| Article ID: | iaor19951707 |
| Country: | Netherlands |
| Volume: | 68 |
| Issue: | 3 |
| Start Page Number: | 253 |
| End Page Number: | 266 |
| Publication Date: | Dec 1994 |
| Journal: | Fuzzy Sets and Systems |
| Authors: | Turksen I. Burhan, Willson Ian A. |
| Keywords: | fuzzy sets |
A fuzzy set model for predicting consumer choice is developed by combining the vector conjoint model with fuzzy measurement in a new model that requires only ordinal data. Fuzzy set measurement of consumer preferences is examined by testing alternative set representations and an interactive set definition method. A comparison test of predictive validity using identical data from 139 subjects showed large improvements in rank order prediction validity compared to a non-fuzzy approach. Prediction improvements of 83% are attributable to the use of fuzzy set definitions for subject ratings, with the first two of six ordered rankings predicted on average.