Understanding color trends by means of non-monotone utility functions

Núria Agell Jané, Mohammad Ghaderi, Francisco J. Ruiz

Research output: Book chapterChapter

Abstract

In this paper we explore the possibility of capturing color trends and understanding the rationale behind the popularity of a color. To this end, we propose using a preference disaggregation approach from the field of Multi-Criteria Decision Analysis. The main objective is to identify the criteria aggregation model that underlies the global preference of a color. We introduce a new disaggregation method based on the well-known UTASTAR algorithm able to represent preferences by means of non-monotonic utility functions. The method is applied to a large database of ranked colors, from three different years, based on the information published on the webpage of an international creative community. Non-monotone marginal utility functions from each of the coordinates are obtained for each year. These functions contain the color preference information captured, in an understandable way.
Original languageEnglish
Title of host publicationArtificial intelligence research and development: Recent advances and applications
Pages107-115
DOIs
Publication statusPublished - 1 Oct 2014

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