Consideration, Design, and Energy Policy

考虑、设计和能源政策

• 批准号: 1334764
• 负责人: Erin MacDonald
• 金额: $ 39.94万
• 依托单位: Iowa State University
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2013
• 资助国家: 美国
• 起止时间: 2013-09-01 至 2015-01-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=1334764&HistoricalAwards=false
• 关键词: Consideration; Design; Energy; Policy

The objective of this project is to model how consumers make purchasing decisions in a world that includes manufacturers and government policy. The model is an engineering design tool that will help automobile designers understand their market in the context of the social, public and physical environments. Psychology and marketing researchers have improved models of consumer choice by modeling a two-stage decision process in which consumers first use screen their purchase options to narrow their choices to a consideration set, and then select a final product from this set. This work incorporates screening and consideration sets into models of optimal product portfolio design decisions and energy policy decisions. Simulation experiments test the hypothesis that using the "consider-then-choose" choice model improves enterprise-level model performance across a variety of scenarios. The project a government-industry-academic workshop, a policy white paper, a session at a technical engineering design conference, and peer-reviewed publications.This work enhances currently-used models of consumer choice in which every alternative is evaluated via continuous trade-offs. For example, ignoring non-compensatory consideration behavior may result in poor design decisions for alternate fuel vehicles (AFVs), leading to increased CAFE compliance costs and missed opportunities for greenhouse gas reductions. Automakers must design AFVs acceptable for all customers, not just early adopters, and enhanced models of consumer decisions are an important part of meeting this challenge. Consideration rules may restrict the potential market for AFVs, perhaps due to size, cost, or brand alignment. Forecasts of transportation energy policy impacts, particularly the effectives of purchase incentives, are incomplete without including consumer consideration rules. Such policy can be more effective when it broadens what individuals see as viable options for personal transportation.

这个项目的目标是模拟消费者如何在一个包括制造商和政府政策的世界中做出购买决策。该模型是一种工程设计工具，可以帮助汽车设计师在社会、公共和物理环境的背景下了解他们的市场。心理学和市场营销研究人员通过建立一个两阶段决策过程的模型，改进了消费者选择的模型。在这个决策过程中，消费者首先使用筛选他们的购买选项，将他们的选择缩小到一个考虑集，然后从这个集合中选择最终产品。这项工作将筛选和考虑集纳入最优产品组合设计决策和能源政策决策的模型。仿真实验验证了这样一个假设，即使用“先考虑后选择”选择模型可以在各种场景中提高企业级模型的性能。该项目包括政府-行业-学术研讨会、政策白皮书、技术工程设计会议的会议以及同行评审的出版物。这项工作增强了目前使用的消费者选择模型，其中每个选择都是通过持续的权衡来评估的。例如，忽视非补偿性考虑行为可能会导致替代燃料汽车（afv）的设计决策不佳，从而导致CAFE合规成本增加，并错失减少温室气体排放的机会。汽车制造商必须设计出所有消费者都能接受的自动驾驶汽车，而不仅仅是早期采用者，而增强的消费者决策模型是应对这一挑战的重要组成部分。考虑规则可能会限制afv的潜在市场，可能是由于尺寸，成本或品牌对齐。如果不包括消费者考虑规则，对运输能源政策影响的预测，特别是购买激励措施的效果的预测是不完整的。当这样的政策扩大了个人认为可行的个人交通选择时，它会更有效。