Modeling consumer´s choice theory using fuzzy sets and their generalizations

This paper is focused on modeling consumer´s behavior related to decision making with some models of imperfect information. Our approach is based on the Lewin´s field theory with our own expansion stemming from it. We use a few imperfect information models, namely: fuzzy sets, triangular norms and balanced norms. The former two models are applied in aggregating positive premisses to indicate a decision. The latter one involves aggregation of both negative and positive premisses in the decision making process. The goal of the research is to investigate how, using imprecise information representation models, neoclassical understanding of the consumer´s choice theory can be reformed. We believe that applying named tools might be beneficial for better description of human behavior on the market.