2012 Fiscal Year Final Research Report
Modeling and Empirical Analysis of psychological Effects in Marketing
| Project/Area Number |
23730415
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | Waseda University |
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Principal Investigator |
TAKAHASHI Kei 早稲田大学, 理工学術院, 助手 (70595280)
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| Project Period (FY) |
2011 – 2012
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| Keywords | マーケティング / 離散選択モデル / 心理的効果 / ロジット・モデル |
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| Research Abstract |
This Study indicates that compromise and attraction effects, which are inconsistent with utility maximization can emerge with the generalized nested logit (GNL) and its extended models. This fact leads to these effects are consistent with (random) utility maximization. Especially, we reveal conditions on nesting rule regarding specific structure of the GNL model and its parameter set which can express these effects. Then, we conduct empirical analysis on these effects with pseudo-POS data from a questionnaire survey via the GNL model. As a result, the compromise effect can be expressed disaggregately via the GNL model.
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