2023 Fiscal Year Final Research Report
A study on effects of sorting and highlighting in multi-attribute decision-making
| Project/Area Number |
22K20170
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| Research Category |
Grant-in-Aid for Research Activity Start-up
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| Allocation Type | Multi-year Fund |
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| Review Section |
0107:Economics, business administration, and related fields
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| Research Institution | Tokai University |
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Principal Investigator |
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| Project Period (FY) |
2022-08-31 – 2024-03-31
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| Keywords | 多属性意思決定 / 眼球運動 / 情報モニタリング法 / 意思決定方略 / 消費者行動 |
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| Outline of Final Research Achievements |
In this study, we examined the effects of highlighting cells with superior attribute values in multi-attribute decision-making situations. The experimental results showed that when there were two levels of attribute values, highlighting reduced decision-making time and potentially contributed to decision support. On the other hand, when the attribute values were expanded to three levels, there was an increase in the number of fixations on the highlighted cells, and response time for decision-making became longer.
These results indicate that while the use of highlighting can potentially support decision-making, its effects have some limitations. The influence of individual decision-making attitudes on decision-making was also demonstrated. In the future, it will be necessary to consider these factors when exploring methods for decision support.
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| Free Research Field |
消費者行動論
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| Academic Significance and Societal Importance of the Research Achievements |
本研究の目的は、消費者の多属性意思決定プロセスにおける選択肢のソーティングとハイライトの効果を検討することにある。これまでの意思決定の研究においては、意思決定の状況依存的な側面に焦点が当てられ、情報の提示様式の影響については十分な検討は行われてこなかった。特に、近年のeコマースや製品カタログにおいては、重要属性に基づくソーティングやハイライトが頻繁に用いられているが、その効果に関する定量的な分析はこれまでにほとんど行われていない。多属性意思決定におけるハイライトの効果を検討する本研究の成果は、意思決定研究に関する学術的研究と、消費者支援に関するマーケティング実務においての貢献が期待できる。
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