2012 Fiscal Year Final Research Report
The Evaluation Model of Input-Attitude Processes in Irrational Consumer Behavior
| Project/Area Number |
23730416
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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 | Kagawa University (2012)
Waseda University (2011) |
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Principal Investigator |
MIN Kyunghyun 香川大学, 大学院・地域マネジメント研究科, 准教授 (40508206)
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| Project Period (FY) |
2011 – 2012
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| Keywords | 非合理的購買 / 無意識的購買 / 環境的要因 |
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| Research Abstract |
This research proposed that attitudes in consumer behavior affected not only by evaluation for prices but also by environmental cues. And the result of this study indicated that the role of environmental cues in the formation of customer attitude. In addition, it provided more comprehensive model of self-evaluations in irrational consumer behavior. We expect that this research makes predictions that inform regarding which irrational consumer behavior that occur limited domain offers theoretical evidence to consumer studies of this field performed in the future.
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