An Intuitionistic Fuzzy Decision Aid for Neuromarketing Technology Selection Problem

Abstract

Neuromarketing, which uses neuroimaging technologies for marketing initiatives, is represented as the application of neuroscientific methods for analysing and understanding consumer behaviour with regard to marketing objectives. Medical diagnostic devices for brain imaging are used by marketers as neuromarketing technologies. In this study, the intuitionistic fuzzy COPRAS method, which aims to obtain a solution relative to the ideal solution, is used to rank neuromarketing technology alternatives and identify the best-performing one among them. Intuitionistic fuzzy sets are used to deal with the loss of information and hesitation in data that may occur in operations with fuzzy numbers. The application of the proposed intuitionistic fuzzy decision-making approach is illustrated by conducting a case study