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The effect of risk attitude and information seeking tendency on product choices in the real world

Research Project

Project/Area Number 25280049
Research Category

Grant-in-Aid for Scientific Research (B)

Allocation TypePartial Multi-year Fund
Section一般
Research Field Cognitive science
Research InstitutionThe University of Tokyo

Principal Investigator

UEDA Kazuhiro  東京大学, 総合文化研究科, 教授 (60262101)

Co-Investigator(Kenkyū-buntansha) SAMEJIMA Kazuyuki  玉川大学, 脳科学研究所, 教授 (30395131)
Project Period (FY) 2013-04-01 – 2016-03-31
Project Status Completed (Fiscal Year 2015)
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)
Keywords認知科学 / 脳・神経 / 意思決定 / 消費行動
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.

Report

(4 results)
  • 2015 Annual Research Report   Final Research Report ( PDF )
  • 2014 Annual Research Report
  • 2013 Annual Research Report
  • Research Products

    (22 results)

All 2017 2016 2015 2014 Other

All Journal Article (10 results) (of which Peer Reviewed: 6 results,  Acknowledgement Compliant: 7 results,  Open Access: 3 results) Presentation (9 results) (of which Invited: 1 results) Book (1 results) Remarks (2 results)

  • [Journal Article] Memory-based simple heuristics as attribute substitution: Competitive tests of binary choice inference models2017

    • Author(s)
      Honda, H., Matsuka, T. & Ueda, K.
    • Journal Title

      Cognitive Science

      Volume: 未定

    • Related Report
      2015 Annual Research Report
    • Peer Reviewed / Acknowledgement Compliant
  • [Journal Article] Analysts' preference for growth investing and vulnerability to market-wide sentiment2016

    • Author(s)
      Miwa, K. & Ueda, K.
    • Journal Title

      The Quarterly Review of Economics and Finance

      Volume: 未定 Pages: 40-52

    • DOI

      10.1016/j.qref.2015.11.003

    • NAID

      130005075236

    • Related Report
      2015 Annual Research Report
    • Peer Reviewed / Acknowledgement Compliant
  • [Journal Article] ニューロマーケティング―選択の認知脳科学2016

    • Author(s)
      植田一博
    • Journal Title

      生活協同組合研究

      Volume: 480 Pages: 11-18

    • Related Report
      2015 Annual Research Report
    • Acknowledgement Compliant
  • [Journal Article] ヒトを知る―脳科学が映す人間の姿 人の行動を決める古い脳と新しい脳2016

    • Author(s)
      鮫島和行
    • Journal Title

      生活協同組合研究

      Volume: 480 Pages: 19-25

    • Related Report
      2015 Annual Research Report
  • [Journal Article] 投資家のリスク態度と熟達度ならびに市場動向が投資行動に与える影響2015

    • Author(s)
      岩﨑雄斗, 和泉潔, 伊藤祐輔, 植田一博
    • Journal Title

      認知科学

      Volume: 22 Pages: 389-408

    • NAID

      130005132084

    • Related Report
      2015 Annual Research Report
    • Peer Reviewed / Open Access / Acknowledgement Compliant
  • [Journal Article] テイスティング状況が飲料への評価に与える影響2015

    • Author(s)
      山田歩, 芳澤希, 鮫島和行, 野場重都, 舛田晋, 鰐川彰, 植田一博
    • Journal Title

      認知科学

      Volume: 22 Pages: 437-446

    • NAID

      130005132077

    • Related Report
      2015 Annual Research Report
    • Peer Reviewed / Open Access / Acknowledgement Compliant
  • [Journal Article] 意思決定の計算神経機構2015

    • Author(s)
      鮫島和行
    • Journal Title

      オペレーションズ・リサーチ

      Volume: 60 Pages: 185-190

    • Related Report
      2015 Annual Research Report
    • Open Access
  • [Journal Article] インターネットを利用した情報収集傾向が技術とサービスに関するアイデア生成に与える影響2015

    • Author(s)
      和嶋雄一郎, 足利純, 鷲田祐一, 植田一博
    • Journal Title

      電子情報通信学会和文論文誌D

      Volume: J98-D Pages: 225-235

    • Related Report
      2014 Annual Research Report
    • Peer Reviewed / Acknowledgement Compliant
  • [Journal Article] マーケティングを変える心理学,脳科学2014

    • Author(s)
      植田一博, 鮫島和行
    • Journal Title

      NEXTCOM

      Volume: 20 Pages: 4-13

    • Related Report
      2014 Annual Research Report
    • Acknowledgement Compliant
  • [Journal Article] The Effect of an Analytical Appreciation of Colas on Consumer Beverage Choice2014

    • Author(s)
      Yamada, A., Fukuda, H., Samejima, K., Kiyokawa, S., Ueda, K., Noba, S. & Wanikawa, A.
    • Journal Title

      Food Quality and Preference

      Volume: 34 Pages: 1-4

    • DOI

      10.1016/j.foodqual.2013.11.008

    • Related Report
      2014 Annual Research Report
    • Peer Reviewed
  • [Presentation] テイスティングする状況が飲料の評価に与える影響2015

    • Author(s)
      山田歩, 芳澤希, 鮫島和行, 野場重都, 舛田晋, 鰐川彰, 植田一博
    • Organizer
      行動経済学会第9回大会
    • Place of Presentation
      近畿大学東大阪キャンパス(大阪府東大阪市)
    • Year and Date
      2015-11-29
    • Related Report
      2015 Annual Research Report
  • [Presentation] 概念的調和度が選択行動に与える影響の分析2015

    • Author(s)
      松永聡太, 本田秀仁, 植田一博
    • Organizer
      日本認知科学会第32回大会
    • Place of Presentation
      千葉大学文学部(千葉県千葉市稲毛区)
    • Year and Date
      2015-09-18
    • Related Report
      2015 Annual Research Report
  • [Presentation] 漢字は地域をつなぐ・カタカナは地域を越える2015

    • Author(s)
      本田秀仁, 松香敏彦, 植田一博
    • Organizer
      日本認知心理学会第13回大会
    • Place of Presentation
      東京大学文学部(東京都文京区)
    • Year and Date
      2015-07-05
    • Related Report
      2015 Annual Research Report
  • [Presentation] マーケティングを変える認知心理学, 脳科学2015

    • Author(s)
      植田一博
    • Organizer
      第13回明治大学現象数理学コロキアム
    • Place of Presentation
      明治大学先端数理科学インスティテュート/現象数理学研究拠点(東京都中野区)
    • Year and Date
      2015-06-19
    • Related Report
      2015 Annual Research Report
    • Invited
  • [Presentation] Information Seeking in Consumer Behavior: An Analysis of Purchase History Data2015

    • Author(s)
      Nomura, I., Samejima, K., Moda, I., Kato, N. & Ueda, K.
    • Organizer
      Cognitive Neuroscience Society 2015 Annual Meeting
    • Place of Presentation
      San Francisco, USA
    • Year and Date
      2015-03-31
    • Related Report
      2014 Annual Research Report
  • [Presentation] 馬名の文字数は馬券購入行動に影響を与える―名前の情報量に基づく分析―2014

    • Author(s)
      本田秀仁, 和嶋雄一郎, 松香敏彦, 植田一博
    • Organizer
      HCGシンポジウム2014
    • Place of Presentation
      海峡メッセ下関・下関市・山口県
    • Year and Date
      2014-12-17
    • Related Report
      2014 Annual Research Report
  • [Presentation] 実学としての実験心理学5―工学・産業・社会へのアプローチの最前線2014

    • Author(s)
      入戸野宏, 永井聖剛, 熊田孝恒, 藤崎和香, 須藤智, 和田有史, 植田一博
    • Organizer
      日本心理学会第78回大会
    • Place of Presentation
      同志社大学・京都市・京都府
    • Year and Date
      2014-09-12
    • Related Report
      2014 Annual Research Report
  • [Presentation] Choosing unknown goods: fMRI study of product choice

    • Author(s)
      Ikuya Nomura, Kazuyuki Samejima, Kazuhiro Ueda, Yuichi Washida, Hiroyuki Okada, Takashi Omori
    • Organizer
      Cognitive Neuroscience Society 2013 Annual Meeting
    • Place of Presentation
      Hyatt Regency Hotel, San Francisco, California, USA
    • Related Report
      2013 Annual Research Report
  • [Presentation] 心理学がビジネスを変える!?

    • Author(s)
      植田 一博,渡邊 克巳,山田 歩,熊田 孝恒,鮫島 和行,萩原 一平,辻本 悟史
    • Organizer
      日本心理学会第77回大会
    • Place of Presentation
      札幌コンベンションセンター(北海道・札幌市)
    • Related Report
      2013 Annual Research Report
  • [Book] はじめての認知科学2016

    • Author(s)
      内村直之, 植田一博, 今井むつみ, 川合伸幸, 嶋田総太郎, 橋田浩一
    • Total Pages
      176
    • Publisher
      新曜社
    • Related Report
      2015 Annual Research Report
  • [Remarks] 東京大学 植田一博研究室

    • URL

      http://www.cs.c.u-tokyo.ac.jp/

    • Related Report
      2015 Annual Research Report
  • [Remarks] 植田一博研究室

    • URL

      http://www.cs.c.u-tokyo.ac.jp/

    • Related Report
      2014 Annual Research Report

URL: 

Published: 2013-05-21   Modified: 2019-07-29  

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