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Using Fuzzy Set Theory to Assess Country-of-Origin Effects on the Formation of Product Attitude

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Modeling Decisions for Artificial Intelligence (MDAI 2006)

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 3885))

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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 self-administered 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.

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Author information

Authors and Affiliations

  1. Department of Applied Economics, Hasselt University, Agoralaan, gebouw D, 3590, Diepenbeek, Belgium

    Kris Brijs, Koen Vanhoof & Tom Brijs

  2. Department of Statistics, Athens University of Economics and Business, 76 Patision Street, 10434, Athens, Greece

    Dimitris Karlis

Authors
  1. Kris Brijs
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  2. Koen Vanhoof
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  3. Tom Brijs
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  4. Dimitris Karlis
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Editor information

Editors and Affiliations

  1. IIIA, Artificial Intelligence Research Institute CSIC, Spanish National Research Council, Campus UAB s/n, Catalonia, 08193, Bellaterra, Spain

    Vicenç Torra

  2. Toho Gakuen, 3-1-10 Naka, 186-0004, Tokyo, Kunitachi, Japan

    Yasuo Narukawa

  3. Department of Computer Science and Mathematics Intelligent Technologies for Advanced Knowledge Acquisition Research Group,, University Rovira i Virgili, Av. Països Catalans, 26., 43007, Tarragona, Catalonia, Spain

    Aïda Valls

  4. Department of Computer Engineering and Mathematics, Universitat Rovira i Virgili, UNESCO Chair in Data Privacy, Av. Països Catalans 26, E-43007, Tarragona, Catalonia, Spain

    Josep Domingo-Ferrer

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© 2006 Springer-Verlag Berlin Heidelberg

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Brijs, K., Vanhoof, K., Brijs, T., Karlis, D. (2006). Using Fuzzy Set Theory to Assess Country-of-Origin Effects on the Formation of Product Attitude. In: Torra, V., Narukawa, Y., Valls, A., Domingo-Ferrer, J. (eds) Modeling Decisions for Artificial Intelligence. MDAI 2006. Lecture Notes in Computer Science(), vol 3885. Springer, Berlin, Heidelberg. https://doi.org/10.1007/11681960_15

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  • DOI: https://doi.org/10.1007/11681960_15

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-32780-6

  • Online ISBN: 978-3-540-32781-3

  • eBook Packages: Computer ScienceComputer Science (R0)

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