Multicriteria Subjective Reputation Management Model

The most widely used reputation models assume uniform users' preference structure. In this paper a new reputation management model is presented. It is focused on aggregation of community wide reputation in situation when agents do not share the same preference structure. The reputation is interpreted as vectors of attributes that represent several reputation evaluation criteria. Outcomes of the criteria are transformed by the utility functions and assigned subjective probabilities so that the subjective expected utility values can be obtained. Subjective expected utilities are further aggregated by the weighted ordered weighted average (WOWA) operator. The expressive power of subjective utilities concept along with the WOWA aggregation technique provides the reputation management system with a capability to model various preference structures. It is shown with an illustrative example.