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In particular, we use 2-tuple fuzzy linguistic variables, which is a substantially more natural and realistic representation without falling in a loss of information. The set of selected heuristics differ in the degree of involvement the consumers give to their decisions. Additionally, we propose a heuristic selection mechanism to integrate the four heuristics in a single DM procedure by using a regulation parameter. Our experimental analysis shows that the combination of these heuristics in a portfolio manner improves the performance of our model with a realistic representation of consumer perceptions. 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