2 0 0 0 OA 多属性意思決定過程における決定方略の認知的努力と正確さ:
- 著者
- 竹村 和久 原口 僚平 玉利 祐樹
- 出版者
- 日本認知科学会
- 雑誌
- 認知科学 (ISSN:13417924)
- 巻号頁・発行日
- vol.22, no.3, pp.368-388, 2015-09-01 (Released:2016-03-01)
- 参考文献数
- 15
- 被引用文献数
- 1
This paper examines two-stage multi-attribute decision strategies in different condi-tions where numbers of alternatives, and attributes are varied. A Monte-Carlo com-puter simulation using the concept of elementary information processes identified de-cision strategies that approximate the accuracy of normative procedures while savingcognitive effort in the two-stage decision making process. The elementary strategiesexamined in the simulation were nine decision strategies: lexicographic, lexicographicsemi-order, elimination by aspect, conjunctive, disjunctive, weighted additive, equallyweighted additive, additive difference, and majority of confirming dimensions strategies.Elementary information process and relative accuracy were computed for all combina-tion of two decision strategies for two-phased decision making process. The result ofthe computer simulation suggested that comparatively effortless and accurate heuristicwas the two-phased strategy that used lexicographic strategy to eliminate until a fewalternatives in the first stage and used weighted additive strategy in the second stage.Lastly, theoretical and practical implications of this study were discussed.
1 0 0 0 IR 潜在意味解析モデルによる言語プロトコルと描画を用いた消費者の選好分析
1 0 0 0 OA 言語プロトコルの潜在意味解析モデルによる消費者の選好分析
- 著者
- 玉利 祐樹 竹村 和久
- 出版者
- 公益社団法人 日本心理学会
- 雑誌
- 心理学研究 (ISSN:18841082)
- 巻号頁・発行日
- vol.82, no.6, pp.497-504, 2012 (Released:2012-08-18)
1 0 0 0 OA アイトラッカーを用いた広告受容時の消費者の意思決定過程の検討
- 著者
- 井出野 尚 大久保 重孝 玉利 祐樹 伊豫部 紀子 村上 始 竹村 和久
- 出版者
- 日本感性工学会
- 雑誌
- 日本感性工学会論文誌 (ISSN:18840833)
- 巻号頁・発行日
- vol.13, no.4, pp.535-541, 2014 (Released:2014-11-28)
- 参考文献数
- 12
- 被引用文献数
- 2
We examined the effect of discount rate presentation (e.g. 40% off) on the consumers' decision making process using eye movement equipment. Ten female participants (average age: 48.4 years old) were asked to choose between two options. The discount rate of option one was higher than that of option two, although total price of option one was higher than that of option two. All eye movements were recorded during experiment in order to examine participants' decision making process. To recheck this finding, we conducted a control experiment without discount rates. The result of the control experiment suggested that the presentation of discount rate influenced the participants' decision strategy.
This paper examines two-stage multi-attribute decision strategies in different condi-tions where numbers of alternatives, and attributes are varied. A Monte-Carlo com-puter simulation using the concept of elementary information processes identified de-cision strategies that approximate the accuracy of normative procedures while savingcognitive effort in the two-stage decision making process. The elementary strategiesexamined in the simulation were nine decision strategies: lexicographic, lexicographicsemi-order, elimination by aspect, conjunctive, disjunctive, weighted additive, equallyweighted additive, additive difference, and majority of confirming dimensions strategies.Elementary information process and relative accuracy were computed for all combina-tion of two decision strategies for two-phased decision making process. The result ofthe computer simulation suggested that comparatively effortless and accurate heuristicwas the two-phased strategy that used lexicographic strategy to eliminate until a fewalternatives in the first stage and used weighted additive strategy in the second stage.Lastly, theoretical and practical implications of this study were discussed.