Often in real-world decision making, it is difficult to crisply evaluate the utility values as required in the case of conventional choice models. Besides, a decision maker (DM) has his/her own relative importance for each of the attributes. The attributes may also be interacting positively (synergy) or negatively, the degree of which is specific to the DM. A new family of discrete choice models is introduced with a motivation that takes into account the human factors in real-world multiattribute decision making. More specifically, the proposed choice models are based on fuzzy subjective utilities that are easier to elicit. The proposed models are further extended to take into account the unique attitudinal character of the DM, the relative weight vector, and the degree of interaction among the different attributes. A real case study illustrates the usefulness of the study.

中文翻译：

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一类新的模糊离散选择模型

通常在现实世界的决策制定中，很难像传统选择模型那样清晰地评估效用值。此外，决策者 (DM) 对每个属性都有自己的相对重要性。属性也可能是积极的（协同）或消极的相互作用，其程度特定于 DM。引入了一个新的离散选择模型系列，其动机考虑了现实世界多属性决策中的人为因素。更具体地说，所提出的选择模型基于更容易得出的模糊主观效用。所提出的模型进一步扩展到考虑到 DM 的独特态度特征、相对权重向量以及不同属性之间的交互程度。