2010 Fiscal Year Final Research Report
The Interaction of Rational and Irrational Buying-Information processes
| Project/Area Number |
21730346
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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 | Waseda University |
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Principal Investigator |
MIN Kyunghyun 早稲田大学, 商学学術院, 助手 (40508206)
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| Project Period (FY) |
2009 – 2010
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| Keywords | 非合理的購買 / 環境的要因 |
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| Research Abstract |
This research proposed that consumer behaviors are often made irrationally and are affected by the environmental cues. And it provided a dynamic analysis of the simultaneous influence of rational evolution for a product and the environmental cues in the information processes. It is fruitful to move away from the traditional perspective on consumer choice based on purely economic rationality. It is expected that future research will put greater emphasis on the interaction between rational and irrational buying information processes.
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