A Dissonance Reduction Method for Intuitionistic Fuzzy Multi-Criteria Decision-Making Problems

直覺模糊多準則決策問題之降低失調方法

陳亭羽(Ting-Yu Chen) ； 李宜珍(Yi-Jen Li) ； 王曉斌(Hsiao-Pin Wang)

《Pan-Pacific Management Review》 14卷1期 (2011/01) Pp. 1-27

https://doi.org/10.30166/PPMR.201101.0001

摘要

考量認知失調於決策中爲一項重要的心理變數，本研究藉由直覺模糊集合發展一套新的多準則決策方法，設法降低決策者的認知失調情況。本方法利用直覺模糊加權平均運算子與計分函數建構數學規劃模型，以規劃求解計算方式取得準則的權重，並排列方案優劣順序。爲了降低決策者期望與實際方案的失調程度，額外使用歐幾里得距離測度擴大決策方案間的距離，以幫助決策者找出最佳方案。本研究提供一個數值例以便解釋詳細的計算過程，此外經由一個實證研究以驗證研究方法的可行性。根據實證結果顯示，以本研究方法爲基礎所計算出的最佳方案，確實能夠滿足決策者同時亦能降低決策者的失調程度。本研究成功發展一套有效降低認知失調的技術，幫助決策者解決多準則決策的問題。

關鍵字

認知失調 ； 多準則決策 ； 直覺模糊集合 ； 直覺模糊加權平均運算 ； 計分函數

並列摘要

Considering that cognitive dissonance is regarded as a momentous psychological factor in the decision making, this study proposes new techniques not only to tackle multi-criteria decision making problems but also to reduce the cognitive dissonance yielded by the decision maker under intuitionistic fuzzy environment. By applying the intuitionistic fuzzy weighted averaging (IFWA) operator and the score function, the proposed method derives the optimal weights of criteria and generates the priority of alternatives from the mathematical programming. In order to diminish the dissonance, the attractiveness of alternatives is magnified as large as possible in the programming problem based on the Euclidean distance. A numerical example is given to demonstrate the detailed calculating procedure; besides, an empirical case concerning a digital camera selection problem is employed to ascertain the feasibility of the developed method. According to the empirical results, the optimal alternative calculated by the mathematical programming satisfies decision makers and indeed reduces the dissonance. This study comes up with a successful manner to effectively reduce the dissonance when decision makers face a multi-criteria decision making problem.

並列關鍵字

cognitive dissonance ； multi-criteria decision making ； intuitionistic fuzzy set ； intuitionistic fuzzy weighted averaging IFWA ； score function

參考文獻

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