A Novel Decision Support Framework for Computing Expected Utilities from Linguistic Evaluations

The increase in the amount and variety of evaluations provided by the users of different websites regarding the products displayed is becoming an increasingly familiar scenario. That is, decision makers (DMs) constantly receive linguistic evaluations (LEs) from unknown evaluators when considering different choice alternatives. The imprecision of the LEs and the fact that the evaluators may have biased interests when describing a product must be considered by the DMs when computing their expected utilities. We define a Bayesian-updated probability (BUP) function that accounts for the fuzziness inherent in the LEs and the reputation of the evaluator to represent the beliefs of DMs. The proposed BUP process allows the DMs to subjectively adjust the probability mass that is shifted across evaluation intervals when updating their beliefs and computing their corresponding expected utilities. We illustrate the behavior of the BUP function numerically and describe potential decision support applications.