Fuzzy Logic pp 111-136 | Cite as

Human Behaviour: Moving from Dizzy to Fuzzy

  • Anton Kriz
  • Iain Waller
Conference paper
Part of the Studies in Fuzziness and Soft Computing book series (STUDFUZZ, volume 81)


This paper emerged in acknowledgment of the potential role of fuzzy logic in the business of marketing. It is time to acknowledge both the order and disorder of markets and to develop techniques that recognize the difference. The complexity of the order and disorder is précised in this paper, which is focussed on identifying the problem. The search for life’s chaoplexity is likely to be a fuzzy second best fit. However with current tools it can go beyond Niels Bohr’s notion in quantum mechanics of ‘dizzy’. The problem stems from a combination of genes, memes, mutations of these, a complex brain, pheromones, language, environment and serendipitous events that build what has been classified as an individual phemotype. Marketing is about understanding phemotypes in the activity of buying and selling. The paper reinforces why markets have few absolutes in the long-term and that answers must in the short term be based on degrees of truth.


Social Exchange Free Rider Folk Psychology Break Window Wild Card 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2002

Authors and Affiliations

  • Anton Kriz
    • 1
  • Iain Waller
    • 2
  1. 1.Central Queensland UniversityRockhamptonAustralia
  2. 2.Southern Cross UniversityCoffs HarbourAustralia

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