Microanalysis of decision making process

2012 Fiscal Year Final Research Report

• Project Area: Experimental Social Sciences: Toward Experimentally-based New Social Sciences for the 21st Century
• Project/Area Number: 19046007
• Research Category: Grant-in-Aid for Scientific Research on Priority Areas
• Allocation Type: Single-year Grants
• Review Section: Humanities and Social Sciences
• Research Institution: Waseda University
• Principal Investigator: TAKEMURA Kazuhisa 早稲田大学, 文学学術院, 教授 (10212028)
• Co-Investigator(Kenkyū-buntansha): SAKAGAMI Takayuki 慶應義塾大学, 文学部, 教授 (90146720) ; FUJII Satoshi 京都大学, 大学院・工学研究科, 教授 (80252469)
• Co-Investigator(Renkei-kenkyūsha): SAIJO Tatsuyoshi 大阪大学, 社会経済研究所, 教授 (20205628) ; TAKAHASHI Hidehiko 京都大学, 大学院・医学研究科, 准教授 (60415429) ; MINAMIMOTO Takafumi 独立行政法人放射線医学総合研究所, 研究員 (50506813)
• Project Period (FY): 2007 – 2012
• Keywords: 意思決定、 / 意思決定過程 / リスク / 不確実性 / 行動経済 / 眼球運動分析 / 行動分析 / 心理計量

Research Abstract

Main purpose of this study was to examine the micro processes of decision making by using psychological experiments, social survey, behavior observations, and psychometric modeling. We examined the effects of prior repeated choice on preference construction using eye movement equipment and social survey. Eye movement analyses of the choice process suggested that the eye gaze pattern of choice differed from the gaze cascade effect. This finding implies that the preference construction process is made by automatic repeated choice. The obtained data of social survey gave supports to the hypothesis; weights of superior (inferior) attributes of the alternative that was chosen increased (decreased), as time passed since the decision was made. This result implies the validity of the causal relation in which choices shapes preferences, which is reverse to what is generally assumed in decision research. Lastly, we found several properties of decision making process in social situations, and proposed a unified psychometric model explaining the decision making under risk and uncertainty. The, we discussed on the implications of the research findings in relation to social science. We held several workshops on microanalysis of decision making process, and published several books and papers as research outputs.

Research Products

• [Journal Article] Attitudes towards road pricing and environmental taxation among US and UK students (2013)
  • Author(s): Kim, J, Schmocker, J.D., Fujii, S. & Noland. R.B
  • Journal Title: Transportation Research Part A: Policy and Practice Volume: 48 Pages: 50-62
  • DOI: DOI:10.1016/j.tra.2012.10.005
  • Peer Reviewed
• [Journal Article] Norepinephrine in the brain is associated with aversion to financial loss (2013)
  • Author(s): Takahashi, H., Fujie, S., Camerer, C., Arakawa, R., Takano, H., Kodaka, F., Matsui, H., Ideno T, Okubo S, Takemura K., Yamada M, Eguchi Y, Murai T, Okubo Y, Kato M,Ito H, Suhara T
  • Journal Title: Molecular Psychiatry Volume: 18 Pages: 3-4
  • DOI: DOI:10.1038/mp.2012.7
  • Peer Reviewed
• [Journal Article] ハトを用いたオペラント条件付けにおける信号のない強化遅延の効果の検討 (2012)
  • Author(s): 小平英治,坂上貴之
  • Journal Title: 行動分析学研究 Volume: 26(2) Pages: 102-117
  • Peer Reviewed
• [Journal Article] 潜在的連合テスト (IAT) を用いた精神神経疾患の偏見に関する研究 (2012)
  • Author(s): 小宇佐梨里子,原恵子,井出野尚,竹村和久,高橋英彦,松浦雅人
  • Journal Title: 日本薬物脳波学会雑誌 Volume: 13(1)
  • Peer Reviewed
• [Journal Article] Honesty mediates the relationship between serotonin and reaction to unfairness (2012)
  • Author(s): Takahashi,H., Takano,H. ,Camerer,C., Ideno,T., Okubo,S., Matsui,H., Tamari,Y., Takemura,K., Arakawa,R., Kodaka,F., Yamada,M., Eguchi,Y., Murai,T., Okubo,Y., Kato,M., Ito,H., Suhara,T
  • Journal Title: Proceedings of the National Academy of Sciences of the United States of America Volume: 109(11) Pages: 4281-4284
  • DOI: DOI:10.1073/pnas.1118687109
  • Peer Reviewed
• [Journal Article] よい意思決定とは何か-楠見論文へのコメント- (2012)
  • Author(s): 竹村和久
  • Journal Title: 心理学評論 Volume: 55(1) Pages: 131-136
• [Journal Article] 描画の潜在意味解析モデルによる消費者の選好分析 (2012)
  • Author(s): 玉利祐樹,竹村和久
  • Journal Title: 日本感性工学会論文誌 Volume: 11(1) Pages: 89-95
  • URL: http://www.waseda.jp/sem-takemura/pdfpaper/takemura-35.pdf
  • Peer Reviewed
• [Journal Article] Discrimination of variable schedules is controlled by interresponse times proximal to reinforcement (2012)
  • Author(s): Tanno, T., Silberberg, A., & Sakagami, T
  • Journal Title: Journal of the Experimental Analysis of Behavior Volume: 98 Pages: 341-354
  • DOI: DOI:10.1901/jeab.2012.98-341
  • Peer Reviewed
• [Journal Article] Intrapersonal variability in leisure activity-travel patterns: the case of one-worker and two-worker households (2012)
  • Author(s): Tarigan, A.K.M, Fujii, S. & Kitamura, R
  • Journal Title: Journal Transportation Letters Volume: 4(1) Pages: 1-13
  • DOI: DOI:10.3328/TL.2012.04.01.1-13
  • Peer Reviewed
• [Journal Article] シリーズ「消費者行動とマーケティング」1. 消費者の多属性意思決定とその分析 (2011)
  • Author(s): 竹村和久
  • Journal Title: 繊維製品消費科学 Volume: 52(11) Pages: 670-677
• [Journal Article] Behaviour theory and soft transport policy measures (2011)
  • Author(s): Bamberg, S., Fujii, S., Friman, M., and Garling, T
  • Journal Title: Transport Policy Volume: 18 Pages: 228-235
  • DOI: DOI:10.1016/j.tranpol.2010.08.006
  • Peer Reviewed
• [Journal Article] カテゴリー判断における焦点化仮説 (2011)
  • Author(s): 羽鳥剛史,竹村和久,藤井聡,井出野尚
  • Journal Title: 心理学研究 Volume: 82(2) Pages: 132-140
  • Peer Reviewed
• [Journal Article] シリーズ「消費者行動とマーケティング」2.眼球運動測定と消費者行動 (2011)
  • Author(s): 大久保重孝,竹村和久
  • Journal Title: 繊維製品消費科学 Volume: 52(12) Pages: 744-750
• [Journal Article] 災害情報のメタ・メッセージによる副作用に関する研究 (2011)
  • Author(s): 佐藤慎祐,菊池輝,谷口綾子,林真一郎,西真佐人,小山内信智,伊藤英之,矢守克也,藤井聡
  • Journal Title: 災害情報 Volume: 9 Pages: 172-178
  • Peer Reviewed
• [Journal Article] Persuasive communication to promote local shopping and social interaction,In. Kiyoshi Kobayasi, Hans Westlund and Hayeong Jeong (eds.) (2011)
  • Author(s): Suzuki, H. and Fujii, S
  • Journal Title: Social Capital and Development Trends in Rural Areas Pages: 275-286
  • Peer Reviewed
• [Journal Article] 多属性意思決定の心理モデルと「よい意思決定」 (2011)
  • Author(s): 竹村和久
  • Journal Title: オペレーションズ・リサーチ:経営の科学 Volume: 56(10) Pages: 583-590
  • Peer Reviewed
• [Journal Article] 消費者の意思決定プロセスの特徴と理論 (2011)
  • Author(s): 竹村和久
  • Journal Title: 流通情報 Volume: 43(3) Pages: 34-50
• [Journal Article] 言語プロトコルの潜在意味解析モデルによる消費者の選好分析 (2011)
  • Author(s): 玉利祐樹,竹村和久
  • Journal Title: 心理学研究 Volume: 82(6) Pages: 497-504
  • URL: http://www.waseda.jp/sem-takemura/pdfpaper/takemura-36.pdf
  • Peer Reviewed
• [Journal Article] 土砂災害避難リスク・コミュニケーション・プログラムの行動誘発効果 ～ 鹿児島県さつま町の事例 ～ (2011)
  • Author(s): 谷口綾子,林真一郎,小山内信智,伊藤英之,藤井聡,菊地輝
  • Journal Title: 土木計画学研究・講演集 Volume: 44 Pages: CD-ROM
• [Journal Article] 行動分析学に対する微視・巨視論争の含意-平岡(2011)へのリプライ- (2011)
  • Author(s): 丹野貴行,坂上貴之
  • Journal Title: 行動分析学研究 Volume: 26 Pages: 71-76
  • Peer Reviewed
• [Journal Article] A Cross Asian Country Analysis in Attitudes toward Car and Public Transport Hong (2011)
  • Author(s): Van, T. and Fujii, S
  • Journal Title: ournal of the Eastern Asia Society for Transportation Studies Volume: Vol.9 Pages: 411-421
  • URL: https://www.jstage.jst.go.jp/article/easts/9/0/9_0_411/_pdf
  • Peer Reviewed
• [Journal Article] Editorial : Introduction to the special issue on behavior modification for sustainable transportation (2010)
  • Author(s): Fujii, S
  • Journal Title: International Journal of Sustainable Transportation Volume: 4 Pages: 249-252
  • DOI: DOI:10.1080/15568310903145162
• [Journal Article] A runs-test algorithm : Contingentreinforcement and response run structures (2010)
  • Author(s): Hachiga, Y., Sakagami, T
  • Journal Title: Journal of the Experimental Analysis of Behavior Volume: 93(1) Pages: 61-80
  • DOI: DOI:10.1901/jeab.2010.93-6
  • Peer Reviewed
• [Journal Article] Road Pricing Acceptance : Analysis of Survey Results for Kyoto and Taichung (2010)
  • Author(s): Jou R.C., Hensher, D.A, Wu ; P.H.Fujii, S
  • Journal Title: International Journal of Sustainable Transportation Volume: 4 Pages: 172-187
  • DOI: DOI:10.1080/15568310902731061
  • Peer Reviewed
• [Journal Article] 多属性意思決定過程における背景情報の効果について-情報モニタリング法を用いて (2010)
  • Author(s): 大久保重孝,井出野尚,竹村和久
  • Journal Title: 日本感性工学会論文誌 Volume: 9 Pages: 226-231
  • URL: http://www.waseda.jp/sem-takemura/pdfpaper/okubo-4.pdf
  • Peer Reviewed
• [Journal Article] 乳幼児の笑顔画像呈示による感情誘導手法の提案-商品選択実験を用いた適用例- (2010)
  • Author(s): 大久保重孝,井出野尚,竹村和久
  • Journal Title: 日本感性工学会研究論文集 Volume: 9(3) Pages: 485-491
  • URL: http://www.waseda.jp/sem-takemura/pdfpaper/okubo-3.pdf
  • Peer Reviewed
• [Journal Article] 買い物行動における「楽しさ」に影響を及ぼす要因に関する研究 (2010)
  • Author(s): 鈴木春菜,中井周作,藤井聡
  • Journal Title: 土木計画学研究・論文集 Volume: 127 Pages: 425-430
  • URL: http://library.jsce.or.jp/jsce/open/00039/200911_no40/pdf/P16.pdf
  • Peer Reviewed
• [Journal Article] Dopamine D1 receptors and nonlinear probability weighting in risky choice (2010)
  • Author(s): Takahashi, H., Matsui, H., Camerer, C., Takano,H., Kodaka,F., Ideno,T., Okubo,S., Takemura,K., Arakawa,R., Eguchi,Y., Murai,T., Okubo,Y., Kato,M., Ito,H., Suhara,T
  • Journal Title: Journal of Neuroscience Volume: 30 Pages: 6567-16572
  • DOI: DOI:10.1523/JNEUROSCI.3933-10.2010
  • Peer Reviewed
• [Journal Article] 曖昧性と意思決定 (2010)
  • Author(s): 竹村和久,大久保重孝
  • Journal Title: 知能と情報 Volume: 22(4) Pages: 419-426
  • URL: http://www.waseda.jp/sem-takemura/pdfpaper/okubo-6.pdf
  • Peer Reviewed
• [Journal Article] Concurrent VR VI schedules : Primacy of molar control of preference and molecularcontrol of response rates (2010)
  • Author(s): Tanno, T., Silberberg, A., Sakagami
  • Journal Title: Learn & Behavior Volume: 38 Pages: 382-393
  • DOI: DOI:10.3758/LB.38.4.382
  • Peer Reviewed
• [Journal Article] 社会的事象と知覚課題の曖昧な判断に関する心理学的研究 (2010)
  • Author(s): 若山大樹,井出野尚,竹村和久
  • Journal Title: 知能と情報 Volume: 22 Pages: 443-449
  • DOI: DOI:10.3156/jsoft.22.443
  • Peer Reviewed
• [Journal Article] Retrospectives and perspectives on travel behavioral modification research: A report of "behaviour modification" workshop. In Kitamura, R., Yoshii, T., and Yamamoto, T. (Eds.) (2009)
  • Author(s): Fujii, S
  • Journal Title: The Expanding Sphere of Travel Behaviour Research, Selected Papers from the 11th International Conference on Travel Behaviour Research, Emerald Pages: 439-445
  • Peer Reviewed
• [Journal Article] Are effects of travel feedback programs correctly assessed? (2009)
  • Author(s): Fujii,S., Bamberg,S., Friman.M., Grling,T
  • Journal Title: Transportmetrica Volume: 5 Pages: 43-57
  • DOI: DOI:10.1080/18128600802591277
  • Peer Reviewed
• [Journal Article] Impact of changing the Japanese term for "schizophrenia" for reasons of stereotypical beliefs of schizophrenia in Japanese youth (2009)
  • Author(s): Takahashi,H., Ideno,T., Okubo,S., Matsui,H.,Takemura,K., Matsuura,M., Kato,M., Okubo,Y
  • Journal Title: Schizophrenia Research Volume: 112(1) Pages: 149-152
  • DOI: DOI:10.1016/j.schres.2009.03.037
  • Peer Reviewed
• [Journal Article] ニューロマーケティングの可能性 (2009)
  • Author(s): 竹村和久
  • Journal Title: 流通と情報 Volume: 41(4) Pages: 37-45
• [Journal Article] 消費者の意思決定過程 (2009)
  • Author(s): 竹村和久
  • Journal Title: 基礎心理学研究 Volume: 24 Pages: 147-155
• [Journal Article] 意思決定と神経経済学 (2009)
  • Author(s): 竹村和久
  • Journal Title: 臨床精神医学 Volume: 38 Pages: 38-42
• [Journal Article] 社会心理学の観点からみた消費者行動と意思決定の満足化 (2009)
  • Author(s): 竹村和久
  • Journal Title: (財)建築保全センター(編集)季刊RE Pages: 163
• [Journal Article] 社会的ジレンマでの協力的行動を記述する「階層的規範活性化モデル」の提案～理論的検討と交通・環境・まちづくり問題への適用～ (2009)
  • Author(s): 谷口綾子,藤井聡
  • Journal Title: 土木学会論文集D Volume: 65 Pages: 432-440
  • URL: https://www.jstage.jst.go.jp/article/jscejd/65/4/65_4_432/_pdf
  • Peer Reviewed
• [Journal Article] Single-Sample Discrimination of Different Schedules' Reinforced Interresponse Times (2009)
  • Author(s): Tanno, T., Silberberg, A., & Sakagami, T
  • Journal Title: Journal of the Experimental Analysis of Behavior Volume: 91 Pages: 157-167
  • DOI: DOI:10.1901/jeab.2009.91-157
• [Journal Article] Effects of Reward on Self-regulation,Intrinsic Motivation and Creativity (2008)
  • Author(s): Selart, M., Nordstrom, T., Kuvaas, B., & Takemura, K
  • Journal Title: Scandinavian Journal of Educational Research Volume: 52 Pages: 439-458
  • URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2153810
  • Peer Reviewed
• [Journal Article] 神経経済学と前頭葉 (2008)
  • Author(s): 竹村和久,井出野尚,大久保重孝,松井博史
  • Journal Title: 分子精神医学 Volume: 8 Pages: 35-40
  • Peer Reviewed
• [Journal Article] On the primacy of molecular processes in determining response rates under variable-ratio and variabl e-interval schedules (2008)
  • Author(s): Tanno, T., and Sakagami, T
  • Journal Title: Journal of the Experimental Analysis of Behavior Volume: 89 Pages: 5-14
  • Peer Reviewed
• [Journal Article] 時間的制約が消費者の購買意思決定課題に及ぼす影響-眼球運動測定装置を用いて- (2007)
  • Author(s): 諸上詩帆,岩間徳兼,大久保重孝,竹村和久
  • Journal Title: 感性工学会研究論文集 Volume: 7(2) Pages: 275-282
  • URL: http://www.waseda.jp/sem-takemura/pdfpaper/takemura-4.pdf
  • Peer Reviewed
• [Journal Article] Decision making with information search constraints: A process tracing study (2007)
  • Author(s): Takemura, K. & Marcus Selart
  • Journal Title: Behaviormetrika Volume: 34(2) Pages: 111-130
  • Peer Reviewed
• [Journal Article] シリーズ「心理学研究の最前線」消費者心理学の最前線(第4回)-言語プロトコル解析による消費者心理の把握- (2007)
  • Author(s): 竹村和久,玉利祐樹
  • Journal Title: 繊維製品消費者科学 Volume: 48(12) Pages: 828-836
• [Book] 消費者行動論-購買心理からニューロマーケティングまで (2012)
  • Author(s): 守口剛,竹村和久(編著)
  • Total Pages: 1-215
  • Publisher: 八千代出版
• [Book] 消費者の意思決定におよぼす現象,杉本徹雄(編),新・消費者理解のための心理学 (2012)
  • Author(s): 竹村和久
  • Total Pages: 50-70
  • Publisher: 福村出版
• [Book] 統計応用の百科事典 (2011)
  • Author(s): 松原望(監修),美添泰人,岩崎学,林文,金明哲,山岡和枝,竹村和久(編)
  • Total Pages: 700
  • Publisher: 丸善
• [Book] 思考と感情の科学事典 (2010)
  • Author(s): 海保博之,松原望(監修),竹村和久,北村英哉,住吉チカ(編)
  • Total Pages: 472
  • Publisher: 朝倉書店
• [Book] 意思決定と経済の心理学 (2010)
  • Author(s): 坂上貴之(編)
  • Publisher: 朝倉書店
• [Book] 行動意思決定論-経済行動の心理学 (2009)
  • Author(s): 竹村和久
  • Total Pages: 250
  • Publisher: 日本評論社
• [Remarks] 竹村和久研究室
  • URL: http://www.waseda.jp/sem-takemura/