Research Paper 選択的不感化理論によるフレーミング効果の数理モデル化

諸上, 茂光

pp.1 - 4 , 2015-05
研究成果の概要(和文):消費者は購買における文脈によって意思決定戦略やその結果として意思決定を変えることが知られているが,その詳細なメカニズムは不明であった.そこで本研究では,計算論的脳科学の知見である「選択的不感化理論」に基づいた,意思決定過程の数理モデル化を試みた.さらに,構築した数理モデルの妥当性を検証するために,視線計測を用いた視覚心理実験を行い,文脈に応じてどのように消費者が意思決定過程において情報処理自体を変えていくのかを調べた.その結果として,文脈によって,商品の情報取得に選択的な抑制がみられることがわかった.研究成果の概要(英文): 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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