Fuzzy utility theory for analysing discrete choice behaviour

The paradigm commonly used to analyze discrete choice behavior, especially within a transportation system, is based on the assumption of a perfectly rational decision-maker, whose perceived utility is modeled taking into account several sources of uncertainty. Modeling the perceived utility through a random variable leads to the random utility theory, well established for discrete choice behavior analysis of the users of a transportation system. We present first results of a research project aimed at developing an analogous fuzzy utility theory when the perceived utility is modeled through a fuzzy number