2014 Fiscal Year Final Research Report
Mathmatical Model of Framing Effect using Selective Desensitization Theory
| Project/Area Number |
24730367
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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 | Hosei University |
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Principal Investigator |
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| Project Period (FY) |
2012-04-01 – 2015-03-31
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| Keywords | 意思決定モデル / 情報表現 / 文脈依存 |
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| Outline of Final Research Achievements |
Contingency in consumer choice behavior has long been discussed, and this behavioral uncertainty has appeared to occur because purchase context can change a consumer’s decision-making strategy; yet, the specific mechanism of this context has remained unclear.
In this study, we measured the viewing habits of consumers using eye-tracking systems, and investigated how purchase context influences consumers’ information seeking while they make their decisions. We observed that context inhibits cognition cost through the selective reduction of information seeking. This result concurs with previous computational brain studies. Additionally, by analyzing post-measurement questionnaires, some commonality and variance between context-dependent cognitive and emotional influences were observed. The results serves as a basis for estimating how the evaluation of a product’s attributes changes depending on context, and how context influences decision-making outcomes.
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| Free Research Field |
消費者行動
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