This monograph presents a new generalization of utility theory called fuzzy rationality. It consists of a group of techniques that can be applied in different stages of decision analysis such as problem modeling, measuring preferences and uncertainty, and the analysis of risk attitude. A common feature of all these techniques is the ability to measure the actual opinion of the decision maker. At a later stage, the subjective information is analyzed in order to identify the best alternative according to the real, fuzzy rational decision maker. End-of-chapter exercises and helpful graphics enhance the text. Seven appendices and a glossary of symbols are also very helpful.
Researchers, practitioners and managers in business and finance will find this book useful. Advanced undergraduate and graduate students will also benefit.