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FUZZY ASSOCIATION RULES FOR ESTIMATING CONSUMER BEHAVIOUR MODELS AND THEIR ITS APPLICATION TO EXPLAINING TRUST IN INTERNET SHOPPING
Casillas, J., (2004)
Fuzzy association rules for estimating consumer behaviour models and their application to explaining trust in internet shopping
A Dempster-Shafer theory based exposition of probabilistic reasoning in consumer choice
Beynon, M.J., (2010)