2009 Fiscal Year Final Research Report
Consumers' Time-Related Decision Making
| Project/Area Number |
20730288
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | University of Marketing and Distribution Sciences |
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Principal Investigator |
ZUSHI Nobuhide University of Marketing and Distribution Sciences, サービス産業学部, 講師 (30461130)
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| Project Period (FY) |
2008 – 2009
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| Keywords | 消費者行動 / 時間 / 意思決定 / リスク / 文化 / フレーミング効果 / 反射効果 / プロスペクト理論 |
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| Research Abstract |
Research shows an inconsistent result of time-related decision-making. Perceived time is vulnerable to external factors and prone to affect a decision-maker' frame of thought. Although Western research questions the robustness of Prospect theory's reflection effect, Japanese respondents showed risk-averse in loss domain when they do not remember deadlines as time constraint. Quantitative text analysis confirms Japanese uncertainty avoidance.
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