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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
KARLIS, Dimitris
Issue Date: 2006
Publisher: Springer
Citation: 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, 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.
URI: http://hdl.handle.net/1942/1488
ISI #: 000237084600015
ISBN: 3-540-32780-0
Category: C1
Type: Proceedings Paper
Validation: ecoom, 2007
Appears in Collections: Research publications

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