Upper and Lower Bound Evaluation of Multiattribute Objects: Comparison Models Using Linear Programming

• Published in: Organizational behavior and human decision processes Vol. 64; no. 3; pp. 261 - 273
• Main Authors: Doyle, J.R., Green, R.H., Cook, W.D.
• Format: Journal Article
• Language: English
• Published: Amsterdam Elsevier Inc 01-12-1995; Elsevier; Elsevier Science Publishing Company, Inc
• Series: Organizational Behavior and Human Decision Processes
• Subjects: Biological and medical sciences; Cognition & reasoning; Cognition. Intelligence; Comparative analysis; Decision making models; Decision making. Choice; Fundamental and applied biological sciences. Psychology; Linear programming; Psychology. Psychoanalysis. Psychiatry; Psychology. Psychophysiology; Human; Evaluation; Decision making; Preference; Bargaining; Adult; Multiple comparison; Social cognition; Marketing
• ISSN: 0749-5978; 1095-9920
• DOI: 10.1006/obhd.1995.1104

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 for each type of comparison: that is, relative to each of the three natural 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, social cognition, and negotiation are briefly sketched.