| Budget Amount *help |
¥16,640,000 (Direct Cost: ¥12,800,000、Indirect Cost: ¥3,840,000)
Fiscal Year 2015: ¥3,770,000 (Direct Cost: ¥2,900,000、Indirect Cost: ¥870,000)
Fiscal Year 2014: ¥4,030,000 (Direct Cost: ¥3,100,000、Indirect Cost: ¥930,000)
Fiscal Year 2013: ¥8,840,000 (Direct Cost: ¥6,800,000、Indirect Cost: ¥2,040,000)
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| Outline of Final Research Achievements |
As new products go on the market one after another, choice between known goods and unknown goods is one of the key factors of consumer behavior. But its underlying cognitive mechanism have not been clarified. In order to reveal it, repetitive choices among known goods and unknown goods are performed by utilizing mineral water bottles as stimuli. Further, brain activity during product choice was measured with fMRI. As a result, participants who tend to seek for information have a stronger tendency to choose unknown goods and their right frontal pole was activated when unknown goods were chosen. In addition, we conducted a similar experiment for persons whose history of buying beers were recorded. As a result, we found correlations between tendency for information seeking and the change of goods purchased between the first and the second halves. These results indicate that choosing unknown goods means gaining new information not only in a laboratory setting but also in the real world.
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