Please use this identifier to cite or link to this item:
http://hdl.handle.net/1942/1488
Title: | Using Fuzzy Set Theory to Assess Country-of-Origin Effects on the Formation of Product Attitude. | Authors: | BRIJS, Kris VANHOOF, Koen BRIJS, Tom KARLIS, Dimitris |
Issue Date: | 2006 | Publisher: | Springer | Source: | Torra, V. & Narukawa, Y. & Valls, A. & Domingo-Ferrer, J. (Ed.) Modeling Decisions for Artificial Intelligence, 3th International Conference. p. 138-149. | Series/Report: | Lecture Notes in Computer Science | Series/Report no.: | 3885 | Abstract: | Several researchers on country-of-origin (coo) have expressed their interest in knowing how consumers’ emotional reactions toward coo-cues affect product attitude formation. This paper shows how Fuzzy Set Theory might serve as a useful approach to that problem. Data was gathered by means of selfadministered questionnaires. Technically, orness of OWA-operators enabled us to distinguish consumers expressing highly positive versus less positive emotions toward coo. It appeared that this variance in emotional estate goes together with a difference in aggregating product-attribute beliefs. | Document URI: | http://hdl.handle.net/1942/1488 | ISBN: | 3-540-32780-0 | ISI #: | 000237084600015 | Category: | C1 | Type: | Proceedings Paper | Validations: | ecoom 2007 |
Appears in Collections: | Research publications |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
using fuzzy.pdf | Peer-reviewed author version | 198 kB | Adobe PDF | View/Open |
WEB OF SCIENCETM
Citations
7
checked on Oct 16, 2024
Page view(s)
62
checked on Sep 7, 2022
Download(s)
192
checked on Sep 7, 2022
Google ScholarTM
Check
Altmetric
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.