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A Ranking Method and Its Application of Consumers' Brand Preference under Uncertainty

To scientifically solve many uncertainties in consumers' brand preference ranking, with synthetic application of two-tuple theory and evidential reasoning approach, a ranking method for consumers'brand preference is proposed. The evidential reasoning approach and two-tuple operators are to be used to process calculate linguistic assessment information to obtain two-tuple-based linguistic evaluation values of all brands, and then the order of brand preference is ranked by the property of two-tuple. Finally, feasibility and effectiveness of this method are illustrated with an example of ranking brand preference of the family car.