The way in which consumers are influenced by emotions in the decision-making process has become evident in the last couple of decades. Traditionally, consumers have been asked ‘how they feel about ...

Interval type-2 fuzzy decision-making approaches extend conventional fuzzy set theory by allowing the membership of each element to be represented by an interval rather than a single value. This ...

Many would consider emotions to be a hindrance to decision-making and, therefore, think that they would be better off without them. They may avoid or suppress them, rather than feel, process and ...