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Volume 29 (2024)
Volume 29, Issue 1 (In Progress)
Pg 1 - 37 (June 2024)
Volume 28 (2023)
Volume 28, Issue 2
Pg 65 - 119 (December 2023)
Volume 28, Issue 1
Pg 1 - 64 (June 2023)
Volume 27 (2022)
Volume 27, Issue 2
Pg 169 - 273 (December 2022)
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Pg 1 - 167 (June 2022)
Volume 26 (2021)
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Pg 103 - 209 (December 2021)
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Pg 1 - 101 (June 2021)
Volume 25 (2020)
Volume 25, Issue 2
Pg 85 - 142 (December 2020)
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Pg 1 - 84 (June 2020)
Volume 24 (2019)
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Pg 55 - 100 (December 2019)
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Pg 1 - 54 (June 2019)
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Pg 1 - 72 (May 2018)
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Pg 193 - 223 (December 2017)
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Pg 137 - 191 (September 2017)
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Pg 71 - 136 (June 2017)
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Pg 1 - 70 (March 2017)
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Pg 1 - 71 (June 2013)
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Pg 131 - 254 (June 2008)
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Pg 217 - 320 (October 2007)
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Pg 109 - 216 (June 2007)
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Pg 1 - 108 (February 2007)
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Pg 187 - 271 (October 2006)
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Pg 83 - 185 (June 2006)
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Pg 1 - 81 (February 2006)
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Advances in Fuzzy Sets and Systems
Advances in Fuzzy Sets and Systems
Volume 3, Issue 1, Pages 43 - 85 (February 2008)
INTUITIONISTIC FUZZY AUTOMATA AND APPLICATIONS TO CONSUMER INVOLVEMENT IN MARKETING
Ting-Yu Chen (Taiwan) and Li-Hsuan Yen (Taiwan)
Abstract:
Fuzzy set theory has become important in social science and management fields. In this study, we extend the applicable domain of fuzzy systems to marketing management. The purpose of this study is to develop an automaton model that can explain the complicated relationship among antecedents, consequences and different types of consumer involvement at the same time to understand the internal state of consumers better. Specifically, we make the most of the intuitionistic fuzzy sets, which give additional degree for hesitation, to transform the opinions belonging to human beings into the quantitative numbers. 19 antecedents and 10 consequences of consumer involvement are collected from the literature. Consumer involvement is categorized into product involvement, advertising involvement, purchase involvement, situational involvement and enduring involvement. We take advantage of the intuitionistic fuzzy automata that the inner operation resembles the development of consumer involvement for individuals to develop an integrated model of consumer involvement. The intuitionistic fuzzy automata not only have a great ability to deal with plenty of variables, but also help us observe the degree of hesitation for consumers’ attitude and opinions. Besides, several implications and composition that make the automata operate are discussed in this study.
Keywords and phrases:
fuzzy system, consumer involvement, intuitionistic fuzzy set, intuitionistic fuzzy automata, implication, composition.
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P-ISSN: 0973-421X
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