Ambivalence, the presence of positive and negative reactions toward an object, typically involves the subjective experience of conflict. We investigate the role that the perceived validity of each side of an ambivalent attitude plays in producing subjective ambivalence (SA). Consistent with the metacognitive model of attitudes, we demonstrated that SA is reduced when people doubt either the pos...

The functional perspective on attitudes suggests that individuals will be more persuaded by advertisements that match their individual needs or attitude functions. Although previous research provided correlational support for this functional approach, the current study aimed to provide a stronger, experimental test. A pilot study validated situational manipulations of the value-expressive and k...

Fuzziness is ever presented in real life decision making problems. In this paper, we adapt the pessimistic approach tostudy a pair of linear primal-dual problem under intuitionistic fuzzy (I-fuzzy) environment and prove certain dualityresults. We generate the duality results using exponential membership and non-membership functions to represent thedecision maker’s satisfaction and dissatisfacti...

We view match as an operator that takes two graph-like structures (e.g., XML schemas) and produces a mapping between the nodes of these graphs that correspond semantically to each other. Semantic schema matching is based on the two ideas: (i) we discover mappings by computing semantic relations (e.g., equivalence, more general); (ii) we determine semantic relations by analyzing the meaning (con...