Brown–Gibson model

The Brown–Gibson model is one of the many techniques for multi-attribute decision making. The method was developed in 1972 by P. Brown and D. Gibson.^[1] This is one of the few models which integrates both objective and subjective factors in decision making.

The Brown–Gibson model can be mathematically represented as follows:

${\displaystyle M_{i}=C_{i}\cdot {\big [}D\cdot O_{i}+(1-D)S_{i}{\big ]}}$

where

M_i = measure for an alternative i

C_i = critical factor measure, which could be either 0 or 1 for an alternative i

O = objective factor measure, which could be between 0 and 1; however, the sum of all objective factor measures for different alternatives should add back to 1

S = subjective factor measure, which could be between 0 and 1; however, the sum of all subjective factor measures for different alternatives should add back to 1

D = objective factor decision weight; should be between 0 and 1

One would select the alternative whose measure is the highest.