Numerous studies have indicated that the use of membership functions and fuzzy interval data are more realistic and suitable for social science research. This study designed a fuzzy questionnaire to calculate how much Chinese people care about the superstitious number “4,” and estimate their purchasing intentions and the price reduction that would induce them to purchase items featuring the number 4. The results from using fuzzy statistics and soft computing will more accurately reflect the intentions of consumers. This study found that Chinese respondents care about phone numbers containing the number 4 and 4th floors equally. Additionally, groups categorized according to age, ethnicity, religion, and education differed significantly in their perception of the superstitious number 4.
IMIP (International Symposium on Innovative Management, Information and Production) conference proceeding