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This paper aims to develop quantitative models of customer perception on products and/or services. Prevailing methods often deal with this issue using utility theory, which uses normative models to make rational decisions without considering affective factors. This paper takes another perspective using cumulative prospect theory through how human users’ subjective experience impacts their choice behavior under uncertainty. Toward this end, quantitative measure of customer perception based on cumulative prospect theory and affective influence in terms of parameter shaping based on hierarchical Bayesian model with Markov chain Monte Carlo is proposed. A case study of airplane cabin lighting design is presented to show the potential and feasibility of the proposed method.
Zhou et al. (Sun,) studied this question.