A decision framework for cultural and creative products based on IF-TODIM method and group consensus reaching model

Abstract

Along with increasing the emphasis on cultural attributes, product design is not only satisfied with the realization of function and appearance, but also considers the embodiment of human emotion and social style. As a result, the number of creative product based on cultural style is increasing. However, existing product decision studies do not consider this style-oriented product- ranking problem, ignore the influence of cultural style and fuzzy decision-making environment on the limited psychological behavior of decision makers (DMs). Decision is a worthwhile research topic in order to facilitate ranking for cultural and creative products (CCPs). Therefore, this paper provides a decision framework based on intuitionistic fuzzy TODIM (IF-TODIM) method and group consensus reaching (GCR) model to fill this gap. Benefit from the theory of intuitionistic fuzzy set, IF-TODIM method can deal with the limited psychological behavior of DMs and the fuzziness of decision environment. This method bases on CCPs characteristics and cultural hierarchy theory (CHT) to select the decision criteria, and applies IF-TODIM method to quantify the relationship of DMs’ preferences and establish the dominance matrix for the alternatives. Furthermore, the GCP model is introduced to improve the group consensus of DMs, and the modified overall dominance matrixes are adopted to determine the alternatives scores and ranking results. The new Chinese style decorations are used as a case study to demonstrate the practicality and feasibility of the proposed method. Moreover, comparing with IF-TOPSIS method are further to verify its effectiveness and superiority.