Ambiguity and Social Judgment: Fuzzy Set Model and Data Analysis

Comparative judgment is essential in human social lives. Comparative judgment is a type of human judgment procedure, in which the evaluator is asked which alternative is preferred (e.g., “Do you prefer Brand A to Brand B?” or “How do you estimate the probability of choosing Brand A over Brand B when you compare the two brands? ”). This type of judgment is distinguished from absolute judgment, in which the evaluator is asked to assess the attractiveness of an object (e.g., “How much do you like this brand on a scale of 0 to 100?”).