2006 Fiscal Year Final Research Report Summary
Study on Formation and Change of Consumer Preference
| Project/Area Number |
16530277
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | University of Tsukuba |
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Principal Investigator |
MIZUNO Makoto University of Tsukuba, Graduate School of Systems and Information Engineering, Assistant Professor, 大学院システム情報工学研究科, 講師 (10361304)
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| Project Period (FY) |
2004 – 2006
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| Keywords | Preference Change / Preference Formation / Interaction among Consumers / MCMC / Agent-based modeling / Perception and Language / Advertising Effectiveness / Propensity Score |
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| Research Abstract |
This research project has dealt with the formation and change. of consumer preference by both empirical and simulation-based theoretical approaches.
First, I focused the internal aspect of preference formation/change, driven by consumers' experiences, and also the external aspect of it, driven by social interaction among consumers. The former study examines the effects of perceptional and linguistic experiences on consumer preference formation via controlled experiments. The latter tackled how the heterogeneity in consumer preference would emerge through consumers' social interaction via agent-based modeling. The paper prepared for the latter study was selected by review and will appear in the post-proceedings of the World Congress of Social Simulation 06. Furthermore, I am working on the effects of information contagion on networks with specific characteristics on the formation of preference.
Second, I have developed several quantitative methods to measure the formation/change of consumer preference. One of them is the method to measure multi-stage preferential decision making including a non-compensatory rule and another is to measure the dynamical change of preference consistency at the individual level using a MCMC approach. I had presented these methods in academic meetings. Moreover, I am working on the methods to measure the effects of social interaction on preference formation.
Third, I have investigated the effects of marketing policies on the formation/change of preference. Specifically, I applied the Propensity Score method to test the short-term effect of TV advertising on consumer choice. The paper was documented as a discussion paper of our faculty and was submitted to an academic journal. On the other hand, I presented a paper in the journal of information processing, which argued the implications of the Long Tail business model emerging form recent IT movements, represented by Internet, in particular focusing on the change of consumer preference.
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