Jr. Doyle et al., UPPER AND LOWER-BOUND EVALUATION OF MULTIATTRIBUTE OBJECTS - COMPARISON MODELS USING LINEAR-PROGRAMMING, Organizational behavior and human decision processes, 64(3), 1995, pp. 261-273
Citations number
14
Categorie Soggetti
Psychology, Applied",Management,"Psychology, Social
We argue that three points of comparison which people use in everyday
thinking are: comparison of an object relative to the next best object
; relative to the average object; or relative to the worst object. We
present formal models of comparison, based on linear programming, for
multiattribute objects. We present upper and lower bound evaluations f
or each type of comparison: that is, relative to each of the three nat
ural points of comparison we may determine an object's most favorable
standing, and its least favorable. The six models are illustrated with
an example. Potential applications in marketing, decision analysis, s
ocial cognition, and negotiation are briefly sketched. (C) 1995 Academ
ic Press, Inc.