| Budget Amount *help |
¥5,460,000 (Direct Cost: ¥4,200,000、Indirect Cost: ¥1,260,000)
Fiscal Year 2014: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2013: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
Fiscal Year 2012: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
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| Outline of Final Research Achievements |
Ever since the nuclear accident that occurred in 2011, harmful rumors have been severely damaging to agricultural produce from Fukushima prefecture. Therefore, we installed a mock store within the Chiba University campus in order to observe consumer behavior and better understand what type of consumers are causing such harm. Our results revealed the short duration of shopping time and tightness of the household budget as contributing factors of damage by harmful rumors. In particular, the first factor - brevity of shopping time - has been gaining attention also in the field of marketing. Such instantaneous decision making based on prior experience is known in the field of psychology as heuristics. An effective strategy to have heuristics-driven consumers purchase agricultural produce of Fukushima prefecture may be the development of a system to easily communicate that the amount of radioactive materials in a given agricultural product are below standardized thresholds.
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