Article ID: | iaor1996989 |
Country: | Netherlands |
Volume: | 71 |
Issue: | 2 |
Start Page Number: | 165 |
End Page Number: | 181 |
Publication Date: | Apr 1995 |
Journal: | Fuzzy Sets and Systems |
Authors: | Lehmann Donald R., Mela Carl F. |
Keywords: | decision theory |
This paper seeks to establish a parametric linkage between fuzzy set theoretic techniques and commonly used preference formation rules in psychology and marketing. Such a linkage helps to benefit both fields. The authors accomplish this objective by using a linear model with interaction term which nests many common preference protocols; conjunction (fuzzy and), disjunction (fuzzy or), counterbalance (fuzzy or) and linear compensatory. The resulting linear model with interactions can be employed when one has no