Wladyslaw Homenda Agnieszka Jastrzebska Modeling consumer's choice theory using fuzzy sets and their generalizations. 1-8 2012 FUZZ-IEEE https://doi.org/10.1109/FUZZ-IEEE.2012.6251289 conf/fuzzIEEE/2012 db/conf/fuzzIEEE/fuzzIEEE2012.html#HomendaJ12