Applying the peak-end rule to decision-making regarding similar products: A case-based decision approach
Applying the peak-end rule to decision-making regarding similar products: A case-based decision approach
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将峰终规则应用于类似产品的决策：基于案例的决策方法
DOI：
10.1111/exsy.12763
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发表时间：
2021
期刊：
影响因子：
3.3
通讯作者：
Keita Kinjo
中科院分区：
文献类型：
--
作者：
Takeshi Ebina;Keita Kinjo
本研究提出了一个营销决策支持系统（DSS）的公司使用基于案例和峰端的方法来模拟消费者。建议的DSS是由模型和估计方法。我们采用基于案例的决策理论中使用的相似性函数来检查提供给消费者的过去和当前产品之间的相似程度。本研究的贡献如下：首先，通过扩展峰末法，所提出的模型不仅可以用于分析同一产品，还可以用于分析多个类似产品。DSS可以应用于广泛的决策问题。其次，通过扩展基于案例的决策模型，我们的DSS大大减少了所需的计算操作数量。第三，在分析日本电视剧的收视数据时，该模型表现出了最好的拟合，并具有较高的预测精度。决策支持系统可以增加产品的未来购买概率。我们的研究跨越了两个重要的概念：DSS中基于案例的决策模型和行为经济学中的峰端规则。
This study proposes a marketing decision support system (DSS) for firms using case‐based and peak‐end approaches to model consumers. The proposed DSS is composed of model and estimation methods. We employ a similarity function used in case‐based decision theory to examine the degree of similarity between the past and current products offered to a consumer. The contributions of this study are as follows: First, by extending the peak‐end approach, the proposed model could be utilized to analyse not only the same product but also multiple similar products. The DSS could be applied to a broad range of decision problems. Second, by extending the case‐based decision model, our DSS considerably reduces the number of computational operations needed. Third, the model demonstrated the best fit among the compared models and possessed high prediction accuracy when analysing the viewing data for Japanese television dramas. The DSS could increase the future purchase probability of a product. Our research bridges two significant concepts: case‐based decision models in DSSs and peak‐end rules in behavioural economics.