Validating the integrated paradigm for advertising involvement with the intuitionistic fuzzy set theory

As far as marketing researchers are concerned, advertising involvement is an important segmentation variable; the advertisers view advertising involvement as a vital factor resulting in advertising effects. Advertising involvement has been discussed in several decades while little literature proposed a complete integrated model. Hence, we collect the antecedents and consequences for advertising involvement. Because the model that we attempt to develop includes too many variables, it is difficult to judge the functional relations among these variables and not appropriate to use a traditional statistical method. We take advantage of the automata to develop an integrated model of advertising involvement. In the social science, a great number of questions are abstract and hard to possess a certain answer. The intuitionistic fuzzy sets, which are generated from the fuzzy sets, more completely express the degree of uncertainty for people. We use the automata in the intuitionistic fuzzy sets, which are named intuitionistic fuzzy automata, to develop an integrated model of advertising involvement. The model is successfully generated. In the future, as long as obtaining consumers' degree of antecedents, we can predict their degree of advertising involvement and consequences in terms of this model.