Modeling Consumer Decision Making Process with Triangular Norms

Consumer decision making processes are conditioned by various forces. Recognized premises are being constantly reevaluated and future decisions are made in connection with previous ones. Therefore, authors propose an approach to decision making modeling based on pairs of vectors describing attitudes towards certain attributes influencing consumer’s decision. As a result, possible is a description of preferences based on multiple evaluations of one feature. Methodological approach allows to reevaluate opinions, which even though were taken in past, but still influence current decisions. In the article we discuss how triangular norms can be applied to decision making modeling based on information encouraging the choice gathered in paired vectors. Developed methodology is based on combining different known triangular norms for given pairs of vectors representing various consumers, who are facing the same decision. The choice of preferences evaluation was performed so that they would represent different real-life situations. Results of applied processing based on combinations of triangular norms are compared. Drawn are conclusions about various processing properties of aggregation operators. Suggested is, in which cases, certain triangular norms describe real-life processes accurately. Shown and described are also examples of operators, which are not suitable at all.