Using fuzzy set theory to assess country-of-origin effects on the formation of product attitude

Authors:
Kris Brijs;Koen Vanhoof;Tom Brijs;Dimitris Karlis
Affiliations:
Department of Applied Economics, Hasselt University, Diepenbeek, Belgium;Department of Applied Economics, Hasselt University, Diepenbeek, Belgium;Department of Applied Economics, Hasselt University, Diepenbeek, Belgium;Department of Statistics, Athens University of Economics and Business, Athens, Greece
Venue:
MDAI'06 Proceedings of the Third international conference on Modeling Decisions for Artificial Intelligence
Year:
2006

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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.