情報表現

文脈依存

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.

401 科研費報告書 ＞ 2014(平成26)年度 科学研究費補助金研究成果報告書