Exploring the Public Attitude Using Fuzzy Measures and Fuzzy Integrals

People's support is the crucial issue to the public policy. The understanding of public acceptance or rejection towards the policy, as well as the important attributes of concern, could be very helpful to implementing the policy. However, conventional attitude models can hardly approximate the subjective evaluation process exactly by virtue of the additivity and independency assumptions. Therefore, general fuzzy measures and fuzzy integrals, which require only the boundary conditions and monotonicity, are applied to develop the public attitude analysis model. An empirical study on the compress natural gas (CNG) taxi policy in Taipei City is conducted to show the applicability of this model. The empirical results indicate there are significant differences between the public concern and the governmental publicity, and some valuable strategies are suggested to the government.