A method to mimic a decision-maker’s (DM’s) relativistic evaluation of subjective utility for an attribute value is presented. Based on such utility values, probabilistic models that can yield a DM’s… Click to show full abstract
A method to mimic a decision-maker’s (DM’s) relativistic evaluation of subjective utility for an attribute value is presented. Based on such utility values, probabilistic models that can yield a DM’s choice probabilities for different alternatives to be chosen are developed. The proposed choice models are further extended to consider the DM’s attitudinal character. An illustrative case-study is included.
               
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