Mathmatical Model of Framing Effect using Selective Desensitization Theory

Research Project

Project/Area Number	24730367
Research Category	Grant-in-Aid for Young Scientists (B)
Allocation Type	Multi-year Fund
Research Field	Commerce
Research Institution	Hosei University
Principal Investigator	MOROKAMI Shigemitsu 法政大学, 社会学部, 准教授 (60422200)
Project Period (FY)	2012-04-01 – 2015-03-31
Project Status	Completed (Fiscal Year 2014)
Budget Amount *help	¥4,550,000 (Direct Cost: ¥3,500,000、Indirect Cost: ¥1,050,000) Fiscal Year 2013: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000) Fiscal Year 2012: ¥3,770,000 (Direct Cost: ¥2,900,000、Indirect Cost: ¥870,000)
Keywords	意思決定モデル / 情報表現 / 文脈依存 / 意思決定 / 視線データ / 数理モデル / 消費者行動 / 情報探索 / ブランド / 文脈情報 / フレーミング効果
Outline of Final Research Achievements	Contingency in consumer choice behavior has long been discussed, and this behavioral uncertainty has appeared to occur because purchase context can change a consumer’s decision-making strategy; yet, the specific mechanism of this context has remained unclear. In this study, we measured the viewing habits of consumers using eye-tracking systems, and investigated how purchase context influences consumers’ information seeking while they make their decisions. We observed that context inhibits cognition cost through the selective reduction of information seeking. This result concurs with previous computational brain studies. Additionally, by analyzing post-measurement questionnaires, some commonality and variance between context-dependent cognitive and emotional influences were observed.　The results serves as a basis for estimating how the evaluation of a product’s attributes changes depending on context, and how context influences decision-making outcomes.