Departmental Bulletin Paper マーケティングリサーチへの応用を目的とした解釈レベルの新操作法の開発 : 解釈レベル理論とメンタルシミュレーションに基づく提案と実験検証

竹内, 真登  ,  TAKEUCHI, Makito

63 ( 2 )  , pp.15 - 26 , 2015-12-25 , 名古屋大学大学院経済学研究科
The purpose of this research is to develop new manipulation about low-level construals which can be applied to Marketing Research as a simpler way. Existing manipulation developed by Freitas et al. (2004) is the method optimized for psychological experiment in which the participants need to answer a lot of time-consuming tasks. Thus, if this manipulation is used for Marketing Research, the survey respondents may be tired or give up answering. Our research proposes the new manipulation in which survey respondents recognize the presented pictures perform process simulation in order to arouse low-level construals condition. We conduct the experiment based on choice-based conjoint measurement whether our method can manipulate construal level. Consequently, in the relatively low product involvement participants group, our manipulation increases the importance of price for the participants. Additionally, it doesn't decrease the importance of performance and function attributes of the products. These results suggest that proposed method can manipulate construal level. We also discuss future research to be performed.

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