THE IMPORTANCE OF AGGREGATION OPERATOR CHARACTERISTICS IN MARKETING RESEARCH

Kris Brijs, Benoît Depaire, Koen Vanhoof, Tom Brijs, Geert Wets

Abstract

Our paper demonstrates that aggregation operator characteristics count as a promising avenue for applied fuzzy set research. It is shown by means of two cases that these characteristics are particularly valuable as proxies for hard to measure domain knowledge within the fields of customer satisfaction and country-of-origin. More in detail, the uninorm’s neutral element could be identified as a useful asset for representing customers’ expectations while the OWA operator’s orness contributes to the quantification of consumers’ degree of optimism when evaluating products coming from abroad. Both theoretical and empirical validation is provided to support the basic assumption that aggregation operator characteristics enable us to obtain superior consumer information with substantial managerial relevance.

References

  1. Anderson, E. W., Fornell, C., and Lehman, D. (1994). Customer satisfaction, market share and profitability: Findings from sweden. Journal of Marketing, 58:63- 66.
  2. Anderson, E. W., Fornell, C., and Mazvancheryl, S. K. (2004). Customer satisfaction and shareholder value. Journal of Marketing, 68:172-185.
  3. Bilkey, W. and Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, (Spring/Summer):89-99.
  4. Brijs, K., Vanhoof, K., Brijs, T., and Karlis, D. (2006). Using fuzzy set theory to assess country-of-origin effects on te formation of product attitude. In Torra, V., editor, Proc. MDAI'06, volume 3885 of Lecture Notes in Artificial Intelligence, pages 138-149.
  5. Cacioppo, J. and Petty, R. (1989). The elaboration likelihood model: The role of affect and affect-laden information processing in persuasion. In (Cafferata and Tybout, 1989), pages 69-89.
  6. Cadotte, E. R., Woodruff, R. B., and Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24:305-314.
  7. Cafferata, P. and Tybout, A., editors (1989). Cognitive and Affective Responses to Advertising. Lexington Books, Toronto.
  8. Dombi, J. (1982). Basic concepts for the theory of evaluation: The aggregative operator. European Journal of Operational Research, 10:282-293.
  9. Dubois, D. and Prade, H. (2004). On the use of aggregation operations in information fusion processes. Fuzzy Sets and Systems, 142:143-161.
  10. Eagly, A. and Chaiken, S. (1993). The Psychology of Attitudes. Harcourt Brace Jovanovich, Forth Worth, TX.
  11. Efron, B. and Tibshirani, R. (1993). An Introduction to the Bootstrap. Chapman & Hall.
  12. Filev, D. and Yager, R. (1998). On the issue of obtaining OWA operator weights. Fuzzy Sets and Systems, 94:157-169.
  13. Fishbein, M. and Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley.
  14. Fodor, J. C., Yager, R. R., and Rybalov, A. (1997). Structure of uninorms. International Journal of Uncertainty, Fuzziness and Knowledge-Based Systems, 5:411-427.
  15. Isen, A. (1989). Some ways in which affect influences cognitive processes: Implications for advertising and consumer behavior. In (Cafferata and Tybout, 1989), pages 91-117.
  16. Peterson, R., Hoyer, W., and Wilson, R. (1986). The Role of Affect in Consumer Behavior: Emerging Theories and Applications. Lexington Books, Toronto.
  17. Salido, F. J. and Murakami, S. (2003). Extending yager's orness concept for the owa aggregators to other mean operators. Fuzzy Sets and Systems, 139(3):515-542.
  18. Szymanski, D. M. and Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1):16-35.
  19. Torra, V. (2002). Learning weights for the quasiweighted means. IEEE Transactions on fuzzy systems, 10(5):653-666.
  20. Tulving, E. and Thomson, D. (1973). Encoding specificity and retrieval processes in episodic memory. Psychological Review, 80:352-373.
  21. Vanhoof, K., Brijs, T., and Wets, G. (2003). An indirect measurement for customer expectation. In Baets, B. D. and Fodor, J., editors, Principles of Fuzzy Preference Modelling and Decision Making, number ISBN 90-382-0567-8, pages 109-122. Academia Press.
  22. Vanhoof, K., Pauwels, P., Dombi, J., Brijs, T., and Wets, G. (2005). Penalty-reward analysis with uninorms: A study of customer (dis)satisfaction. In Ruan, D., Chen, G., Kerre, E. E., and Wets, G., editors, INTELLIGENT DATA MINING. Techniques and Applications, number ISBN 3-540-26256-3, pages 237-252. Springer.
  23. Verlegh, P. and Steenkamp, J.-B. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5):521-546.
  24. Yager, R. and Kacprzyck, J. (1997). The ordered weighted averaging operator, theory and applications.
  25. Yager, R. R. and Rybalov, A. (1996). Uninorm aggregation operators. Fuzzy Sets and Systems, 80:111-120.
  26. Yager, R. R. and Rybalov, A. (1998). Full reinforcement operators in aggregation techniques. IEEE Transactions on Systems, Man and Cybernetics, 28:757-769.
Download


Paper Citation


in Harvard Style

Brijs K., Depaire B., Vanhoof K., Brijs T. and Wets G. (2007). THE IMPORTANCE OF AGGREGATION OPERATOR CHARACTERISTICS IN MARKETING RESEARCH . In Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 2: ICEIS, ISBN 978-972-8865-89-4, pages 237-246. DOI: 10.5220/0002353702370246


in Bibtex Style

@conference{iceis07,
author={Kris Brijs and Benoît Depaire and Koen Vanhoof and Tom Brijs and Geert Wets},
title={THE IMPORTANCE OF AGGREGATION OPERATOR CHARACTERISTICS IN MARKETING RESEARCH},
booktitle={Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 2: ICEIS,},
year={2007},
pages={237-246},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002353702370246},
isbn={978-972-8865-89-4},
}


in EndNote Style

TY - CONF
JO - Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 2: ICEIS,
TI - THE IMPORTANCE OF AGGREGATION OPERATOR CHARACTERISTICS IN MARKETING RESEARCH
SN - 978-972-8865-89-4
AU - Brijs K.
AU - Depaire B.
AU - Vanhoof K.
AU - Brijs T.
AU - Wets G.
PY - 2007
SP - 237
EP - 246
DO - 10.5220/0002353702370246