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Due to the increasing size and complexity of construction projects, construction engineering and management involves the coordination of many complex and dynamic processes and relies on the analysis of uncertain, imprecise and incomplete information, including subjective and linguistically expressed information. Various modelling and computing techniques have been used by construction researchers and applied to practical construction problems in order to overcome these challenges, including fuzzy hybrid techniques. Fuzzy hybrid techniques combine the human-like reasoning capabilities of fuzzy logic with the capabilities of other techniques, such as optimization, machine learning, multi-criteria decision-making (MCDM) and simulation, to capitalise on their strengths and overcome their limitations. Based on a review of construction literature, this chapter identifies the most common types of fuzzy hybrid techniques applied to construction problems and reviews selected papers in each category of fuzzy hybrid technique to illustrate their capabilities for addressing construction challenges. Finally, this chapter discusses areas for future development of fuzzy hybrid techniques that will increase their capabilities for solving construction-related problems. The contributions of this chapter are threefold: (1) the limitations of some standard techniques for solving construction problems are discussed, as are the ways that fuzzy methods have been hybridized with these techniques in order to address their limitations; (2) a review of existing applications of fuzzy hybrid techniques in construction is provided in order to illustrate the capabilities of these techniques for solving a variety of construction problems and (3) potential improvements in each category of fuzzy hybrid technique in construction are provided, as areas for future research.

The purpose of this paper is to examine the extent to which cultural differences and slogan meaning type affect the role of comprehension in attitude toward the ad (A_ad) and attitude toward the brand (A_brand) formation.

In an online experiment, a total of 256 adult participants from the USA (ranged in age from 19 to 26 years old) and 184 participants from France (ranged in age from 18 to 28) were randomly assigned to one of the two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. After getting exposed to the ad, participants responded to questions related to their A_ad, A_brand, comprehension, uncertainty avoidance and demographics.

Results from this research demonstrate the moderating effect of uncertainty avoidance and slogan type (single meaning vs polysemous) on the relationship between comprehension and A_ad. The authors show that for polysemous (and not single meaning) slogans, comprehension results in more favorable A_ad for low uncertainty avoidance individuals than for high uncertainty avoidance individuals. In addition, the authors demonstrate the mediating effect of A_ad in the relationship between comprehension and A_brand.

The authors used nationality as a proxy for culture. Future research should include other cultural dimensions in the development of conceptual models and analysis of data. Another limitation is that the authors used a college student sample for this research. A more representative sample should be used in future research to examine cultural differences in interpreting adverting messages. One other limitation concerns the measurement tool the authors used to measure objective versus subjective comprehension in this research. While the theoretical foundations of the two modes of comprehension are clear and robust, improved measurement tools can enhance the validity and reliability of future research. Finally, the authors suggest that future research examine the effect of such variables as figure-ground contrast, figure attractiveness, stimulus repetition, prototypicality, symmetry and semantic or visual priming that may impact the processing of brand slogans.

This study argues that the processing of brand slogans in advertising is impacted by culture. Individuals from different cultures perceive and comprehend brand slogans differently. This study contributes to the research stream that examines the influence of cultural dimensions on the effectiveness of advertising by focusing more precisely on the impact of uncertainty avoidance (one of Hofstede’s cultural dimensions). In the case of single meaning slogans, advertisers might diminish the use of objective comprehension advertising strategies to influence both individuals with high and low uncertainty avoidance. In the case of polysemous slogans, advertisers should consider that consumers with high uncertainty avoidance (vs low uncertainty avoidance) are impacted more by subjective comprehension (vs objective comprehension) when forming A_ad and A_brand.

This research contributes meaningfully to the marketing literature by examining previous work on ad slogan processing through subjective vs objective comprehension and extending the analysis by incorporating culture as an important factor.

Several different simulation techniques, such as discrete event simulation (DES), system dynamics (SD) and agent-based modelling (ABM), have been used to model complex construction systems such as construction processes and project management practices; however, these techniques do not take into account the subjective uncertainties that exist in many construction systems. Integrating fuzzy logic with simulation techniques enhances the capabilities of those simulation techniques, and the resultant fuzzy simulation models are then capable of handling subjective uncertainties in complex construction systems. The objectives of this chapter are to show how to integrate fuzzy logic and simulation techniques in construction modelling and to provide methodologies for the development of fuzzy simulation models in construction. In this chapter, an overview of simulation techniques that are used in construction is presented. Next, the advancements that have been made by integrating fuzzy logic and simulation techniques are introduced. Methodologies for developing fuzzy simulation models are then proposed. Finally, the process of selecting a suitable simulation technique for each particular aspect of construction modelling is discussed.

The purpose of this paper is to propose a framework for data analytics where everything is grey in nature and the associated uncertainty is considered as an essential part in data collection, profiling, imputation, analysis and decision making.

A comparative study is conducted between the available uncertainty models and the feasibility of grey systems is highlighted. Furthermore, a general framework for the integration of grey systems and grey sets into data analytics is proposed.

Grey systems and grey sets are useful not only for small data, but also big data as well. It is complementary to other models and can play a significant role in data analytics.

The proposed framework brings a radical change in data analytics. It may bring a fundamental change in our way to deal with uncertainties.

The proposed model has the potential to avoid the mistake from a misleading data imputation.

The proposed model takes the philosophy of grey systems in recognising the limitation of our knowledge which has significant implications in our way to deal with our social life and relations.

This is the first time that the whole data analytics is considered from the point of view of grey systems.

The purpose of this paper is to explain the antecedents of environmental uncertainty in management using a historical framework. The goal of developing passion and compassion in management practice and research cannot be achieved unless a better understanding is developed of the main challenge facing researchers and practitioners – uncertainty.

The antecedents of uncertainty in management are explored using a historical framework. This enables the generation of insights into the nature and use of uncertainty over the decades.

The importance of environmental uncertainty is escalating. The paper's historical, philosophical and critical view helps scholars explain and interpret uncertainty within their own research and formulate new research questions.

Understanding the epistemological assumptions underlying paradigms will better enable researchers and practitioners to face a future filled with uncertainty and equivocality.

This paper shows that uncertainty is a multidimensional theoretical concept, which has empirical implications for the relationship with vertical integration. In a survey of empirical work that tests the relation between uncertainty and vertical integration, this paper demonstrates that performance ambiguity and general measures of uncertainty are positively related with vertical integration, technological uncertainty is negatively related, while market uncertainty and complexity are not systematically related to vertical integration.

In the light of challenges experienced in cost estimation at the bidding stage of complex engineering services in the defence industry (e.g. contracting for availability), the purpose of this paper is to present a framework to manage the influence of uncertainty on cost estimates.

The research applied the Soft Systems Methodology and benefitted from interaction with four major organisations in the defence industry through document sharing, semi-structured interviews, workshops, and case studies.

The framework is composed of seven stages to plan, identify, prioritise, classify, and manage cost uncertainties. Through the validation of three case studies some of the key benefits of the framework were realised in project planning, uncertainty visualisation, and capability management.

The research has been applied in the defence sector in the UK and focuses on the bidding stage. Further research needs to be applied to confirm that the findings are applicable across industries and across the life cycle.

The paper builds on the theory behind risk and uncertainty management and proposes an innovative framework that avoids the assumption of “perfect” knowledge by raising questions about the validity of the input data.

The purpose of this paper is to develop a novel interval Multi-Objective Optimization by a Ratio Analysis plus the Full Multiplicative Form(MULTIMOORA) with combination weights to evaluate the employment quality of college graduates, where the criteria are expressed by interval numbers and the weights of criteria are completely unknown.

Firstly, considering the subjective uncertainty of the weights of the criteria, the interval best worst method (I-BWM) was present to determine the subjective weights of the criteria. Secondly, by the improved interval number distance measure, an improved interval deviation maximization method (I-MDM) was introduced to detemine the objective weights. In the following, based on the I-BWM and the improved I-MDM, a combination weighting method that takes into account the subjective and objective weights is proposed. Finally, a multi-criteria decision-making method based on the interval MULTIMOORA with combination weights is present to evaluate the employment quality of college graduates, and then a comparative analysis with some of the existing distance measures of interval numberswas conducted to illustrate the flexibility.

According to the data of the Report on Employment Quality of Chinese College Graduats released by Mycos Research Institute in 2016–2020 and 2021–2022, the proposed method was used to evaluate the employment quality of college graduates during the period before and after the COVID-19 epidemic. The results verify that the method is more reasonable because the subjective and objective weights of the criteria can be fully considered. Finally, the feasibility and practicability of the proposed method are further verified by varying parameters.

Present an evaluation method on the employment quality of college graduates based on the Interval MULTIMOORA with combination weights considering the subjective and objective weights. And the proposed method is proved that it can provide a more reasonable evaluation results. At the same time, it is verified that the feasibility and the practicability of the proposed method are affected by varying parameters in the paper.

This research aims to investigate the significant influence of social factors based on the social impact theory against service quality factors based on uncertainty avoidance dimension in determining user perception of trust toward mobile payment (MP) usage.

The theoretical model used was analyzed by adopting the structural equation modeling technique. Questionnaires were delivered to Indonesian customers as the target respondents using Google Forms, and finally, 659 valid responses were received.

Based on the direct effect analysis, service quality had more influence on the user trust perception than the social aspect. More specifically, Perceived Security was the most influential in increasing the level of user trust followed by Perceived Usefulness and Network Externalities.

This research presents a comprehensive investigation that applied a different perspective of the way social and service quality aspects develop user trust toward MP usage.

Past research argues that identity-linking messages must use established descriptors of the social group (i.e. prototypical identity appeals) to be effective. The authors show that less established descriptors (i.e. identity-linking messages low in prototypicality) can be optimal for an important customer segment, namely, for those that affectively identify with the social group. This is because of the distinct self-motives underlying the cognitive and affective social identity dimensions.

A pilot and two experimental studies were conducted, using gender and nationality as the target identities.

Consumers feel more hopeful and have higher purchase intention for products advertised using identity depictions that fit with their predominant (uncertainty-reduction or self-enhancement) self-motive. Consumers predominantly high in affective/cognitive social identity prefer identity-linking messages that are low/high in prototypicality. An abstract mindset reverses these effects by encouraging a similarity focus.

Future work should identify potential boundary conditions of the findings. Further, all studies use ascribed social groups. Future work should explore whether consumers relate differently to different social group, such as achieved groups, non-human groups or aspirational groups.

Adverts using established descriptors of a brand’s target social group may no longer fit the brand’s positioning. Understanding when and when not to use less established group descriptors to market brands is important for practitioners.

To the best of the authors’ knowledge, this is the first research to explore the conditions under which priming consumers’ identity using less/more established (i.e. low/high in prototypicality) descriptors has a beneficial, or detrimental, effect on consumers’ purchase intention. In understanding these effects, the authors draw on consumers’ self-motives underlying cognitive and affective identification, a distinction not yet made in the identity-linking communications literature. The authors also explore the mediating role of hope – a central motivating emotion – in identity marketing.