Using fuzzy set theoretic techniques to identify preference rules from interactions in the linear model: an empirical study

Journal Article (Journal Article)

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. We 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 xor) and linear compensatory. The resulting linear model with interactions can be employed when one has no a priori hypothesis about the individual's preference formation rule involved to determine the most likely preference rule or to test more formally the adequacy of a given rule. One illustrative application studies two-attribute decisions in six product categories and demonstrates differences in preference formation processes by product category. A second application demonstrates how fuzzy logical operators can be applied to situations involving more than two attributes. © 1995.

Full Text

Duke Authors

Cited Authors

  • Mela, CF; Lehmann, DR

Published Date

  • April 28, 1995

Published In

Volume / Issue

  • 71 / 2

Start / End Page

  • 165 - 181

International Standard Serial Number (ISSN)

  • 0165-0114

Digital Object Identifier (DOI)

  • 10.1016/0165-0114(94)00266-A

Citation Source

  • Scopus