Study on Formation and Change of Consumer Preference

这项研究项目涉及到了它的形成和变化。首先，重点研究了由消费者体验驱动的偏好形成/改变的内在方面，以及由消费者之间的社会互动驱动的偏好形成/改变的外部方面。前一项研究通过对照实验考察了感知体验和语言体验对消费者偏好形成的影响。后者解决了消费者偏好的异质性如何通过基于主体的建模通过消费者的社交互动来显现。为后一项研究编写的文件是经审查选定的，并将在第06届世界社会模拟大会的会后会议上发表。此外，我还研究了具有特定特征的网络上的信息传播对偏好形成的影响。其次，我开发了几种量化方法来衡量消费者偏好的形成/变化。一种是包含无补偿规则的多阶段偏好决策的度量方法，另一种是使用MCMC方法来度量个体层次上偏好一致性的动态变化。我曾在学术会议上介绍过这些方法。此外，我还致力于测量社会互动对偏好形成的影响的方法。第三，我研究了营销政策对偏好形成/变化的影响。具体地说，我应用倾向计分方法来检验电视广告对消费者选择的短期效果。这篇论文被记录为我们教员的讨论论文，并提交给了一家学术期刊。另一方面，我在《信息处理》杂志上发表了一篇论文，论述了以互联网为代表的最近IT运动产生的长尾商业模式的含义，特别是关注消费者偏好的变化。

This research project has dealt with the formation and change. of consumer preference by both empirical and simulation-based theoretical approaches.First, I focused the internal aspect of preference formation/change, driven by consumers' experiences, and also the external aspect of it, driven by social interaction among consumers. The former study examines the effects of perceptional and linguistic experiences on consumer preference formation via controlled experiments. The latter tackled how the heterogeneity in consumer preference would emerge through consumers' social interaction via agent-based modeling. The paper prepared for the latter study was selected by review and will appear in the post-proceedings of the World Congress of Social Simulation 06. Furthermore, I am working on the effects of information contagion on networks with specific characteristics on the formation of preference.Second, I have developed several quantitative methods to measure the formation/change of consumer preference. One of them is the method to measure multi-stage preferential decision making including a non-compensatory rule and another is to measure the dynamical change of preference consistency at the individual level using a MCMC approach. I had presented these methods in academic meetings. Moreover, I am working on the methods to measure the effects of social interaction on preference formation.Third, I have investigated the effects of marketing policies on the formation/change of preference. Specifically, I applied the Propensity Score method to test the short-term effect of TV advertising on consumer choice. The paper was documented as a discussion paper of our faculty and was submitted to an academic journal. On the other hand, I presented a paper in the journal of information processing, which argued the implications of the Long Tail business model emerging form recent IT movements, represented by Internet, in particular focusing on the change of consumer preference.