2007 Fiscal Year Final Research Report Summary
Analysis of the Process Which Emotion Affect to the Choice and Evaluation by Consumser
| Project/Area Number |
18530338
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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 | Kwansei Gakuin University |
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Principal Investigator |
YAMAMOTO Soji Kwansei Gakuin University, Institute of Business and Accounting, Professor (80220466)
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| Co-Investigator(Kenkyū-buntansha) |
SATO Yoshinobu Kwansei Gakuin University, Institute of Business and Accounting, Professor (00140476)
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| Project Period (FY) |
2006 – 2007
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| Keywords | Decision Making Process / Consumer Behavior / Emotion / Cognitive Science |
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| Research Abstract |
This research aims to indicate how emotion and cognition affect the process of consumer decision making. In first year, we mainly reviewed past works about this area and did interviews to develop scales of emotion. Through self diary and utterance, we investigated relation between situation and emotion.
By using the result, we sorted situations which the positive and negative emotions occur. When consumers achieve positive result they want approach, they feel pleasure. In other side, when consumers evade negative result they feel safety. These assumptions are derived from regulatory theory. We investigated these by the theory and got the positive support roughly. But, some cases did not support them.
In second year, based upon the scale, we did the questionnaire research through the net. Web site was developed for the experiment which investigated the decision process. By the internet, the questionnaire research indicated the strongest relation between customer satisfaction and repurchase intention. Customer satisfaction depended on various emotions occurred by presented scenarios and finally leaded repurchase intention. This result showed the validity of scenario scaling.
The measurement of emotion by the scenarios was able to be used instead of emotion scales has been used. In this web site, we can examine the combination experiment with acquiring the information of products and emotion scales by scenarios. Trial experiment is already started and will transfer to complete experiment soon.
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