Modeling and Manipulating the Human Decision-Making Process of Purchase in the Retail Shop Environment

2015 Fiscal Year Final Research Report

• Project Area: Elucidation of neural computation for prediction and decision making: toward better human understanding and applications
• Project/Area Number: 23120005
• Research Category: Grant-in-Aid for Scientific Research on Innovative Areas (Research in a proposed research area)
• Allocation Type: Single-year Grants
• Review Section: Complex systems
• Research Institution: Kyushu Institute of Technology (2012-2015); Nara Institute of Science and Technology (2011)
• Principal Investigator: Shibata Tomohiro 九州工業大学, 生命体工学研究科(研究院), 教授 (40359873)
• Co-Investigator(Kenkyū-buntansha): KAWAMURA Yoji 近畿大学, 経営学部, 教授 (00319782)
• Co-Investigator(Renkei-kenkyūsha): MIYASHITA Takahiro (株)国際電気通信基礎技術研究所, 知能ロボティクス研究所, 室長 (50332771)
• Research Collaborator: FUNAYA Hiroyuki ; NAKAMURA Akihiro ; WU Jiake
• Project Period (FY): 2011-04-01 – 2016-03-31
• Keywords: 意思決定 / 行動経済学 / 人間機械系 / 環境知能 / 生体計測

Outline of Final Research Achievements

This study aims at elucidating a typical decision-making process, that is, purchase decision-making process in real shops, by using robot technology as well as ubiquitous information technology. In this study we found that it is possible to measure a customer's brain activity as well as behavior simultaneously in a real shop, face orientation can predict earlier and more accurate prediction of final purchase decision rather than gaze and center of pressure in our two-alternative forced choice task where we used low-value-added non-durables, a robot signage has a possibility to manipulate a customer's decision. We further investigated how an augmented reality system which superimposes text as well as picture information over a non-durable affects a customer's behavior of examining a durable with the information and the customer's memory of the durable and the information.

Free Research Field

ロボティクス、計算神経科学