消費者の意思決定過程(消費者心理を科学する-認知心理学と行動経済学の接点-,2008年度第2回フォーラム)

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This paper reviews research on consumer psychology with emphasis on the topics of decision making process and presents recent research on consumer decision process from traditional and alternative framework. Consumer decision research has examined behavioral violations of rational choice theory such as expected utility theory. Whereas expected utility theory does not explain why people are often simultaneously attracted to both insurance and gambling, prospect theory as nonlinear utility theory explains risk seeking preference in loss situation as well as risk aversive preference in loss situation using value function. Contingent focus model also explains such phenomenon and predicts various behaviors which are different from prospect theory. Lastly, this review examines some of the studies in neuroeconomics as it relates to consumer decision process and offers future perspectives in consumer research.
2009-09-30