2023 Fiscal Year Final Research Report
Specification of an affector to Friend's recommendation by neuro analysis , applicability of these mechanism
| Project/Area Number |
19K01964
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Review Section |
Basic Section 07090:Commerce-related
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| Research Institution | Edogawa University |
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Principal Investigator |
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| Co-Investigator(Kenkyū-buntansha) |
安田 英土 江戸川大学, 社会学部, 教授 (40327242)
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| Project Period (FY) |
2019-04-01 – 2024-03-31
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| Keywords | 価値観共有 / 暗黙知 / 潜在認知 / ニューロメーケティング / 認知心理学 |
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| Outline of Final Research Achievements |
In recent years, a phenomenon has been occurring where influencers' posts on SNS and YouTube create choices and consumption behavior through mutual recommendations between friends. In this study, we conducted a friend recommendation experiment using near-infrared spectroscopy to identify the factors that influence the sharing and recommendation of images and videos among friends, as opposed to by an individual person. We then measured changes in perspective and brain activity. The results indicated a tendency for the number of viewpoint of specific video areas, such as products and makeup techniques, to increase when recommended by close friends. Additionally, changes in brain activity in the left ventrolateral prefrontal cortex were observed to increase. However, other expected influencing factors, such as closeness and shared memory, could not be traced and required further verification.
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| Free Research Field |
商学
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| Academic Significance and Societal Importance of the Research Achievements |
今回の研究によって、親しい友人からレコメンドされた商品やテクニックの動画の一部エリアにおいて、注視に伴う視点量の増加と特定脳部位の脳血流変化量が増大するという傾向がみられた。このことから、レコメンド影響因子に視線(視点)と脳血流が関与していることがわかった。一方、レコメンドされた商品やメイクの動画区間において、「テロップ」部分で視点量の増加と左VLPFCの活性（脳血流変化）がみられたことは、音声なしをカバーするために「テロップ」をしっかり目で追ってワーキングメモリーを稼働させた可能性が高い。このことは、VLPFCが言語性メモリー課題や内容を要する課題で活性化するという学説を別の角度で裏付けた。
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