• 경영과학
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• 제25권1호
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• pp.139-147
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• 2008

Conjoint Analysis is marketers' favorite methodology for finding out how buyers make trade-offs among competing products and suppliers. Thousands of applications of conjoint analysis have been carried out over the past three decades. The conjoint analysis has been so popular as a management decision tool due to the availability of a choice simulator. A conjoint simulator enables managers to perform 'what if' question accompanying the output of a conjoint study. Traditionally the First Choice Model (FCM) has been widely used as a choice simulator. The FCM is simple to do, easy to understand. In the FCM, the probability of an alternative is zero until its value is greater than others in the set. Once its value exceeds that threshold, however, it receives 100%. The LOGIT simulation model, which is also called as "Share of Preference", has been used commonly as an alternative of the FCM. In the model part worth utilities aren't required to be positive. Besides, it doesn't require part worth utilities computed under LOGIT model. The simulator can be used based on regression, monotone regression, linear programming, and so on. However, it is not free from the Independent from Irrelevant Alternatives (IIA) problem. This paper proposes the EBA (Elimination-By-Aspects) model as a useful conjoint-like method. One advantage of the EBA model is that it models choice in terms of the actual psychological processes that might be taking place. According to EBA, when choosing from choice objects, a person chooses one of the aspects that are effective for the objects and eliminates all objects which do not have this aspect. This process continues until only one alternative remains.

• 유통과학연구
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• 제11권5호
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• pp.63-76
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• 2013

Purpose - For the past several decades, behavioral economics or behavioral decision theory has undergone rapid development. This study provides a critical review of the development of behavioral economics with a focus on what are deemed to be core theories in the field. Starting from the utility function proposed by Daniel Bernoulli in the 18th century, the development history of utility functions until the emergence of the prospect theory is thoroughly reviewed. Some of the experimental results violating the traditionally assumed utility function and supporting the prospect theory value function are summarized. The most representative principles of rational choice are transitivity, independence from irrelevant alternatives (IIA), and regularity. The development of behavioral economics has been triggered by finding counter-examples to these principles. Some of the choice behaviors discussed in this study as counter-examples to the traditional theories of rational choice are the St. Petersburg paradox; the Allais paradox; gambling behavior; and the various context effects including the similarity effect, attraction effect, and the compromise effect. The Elimination-by-Aspects (EBA) model, which was proposed as an explanation for the similarity effect, is discussed in detail as well. Based on the literature review and further analysis, this study summarizes the relationship between the context effects, prospect theory, and EBA model. Research design, data, and methodology - This study provides an extensive literature review on several important theories in the field of behavioral decision theory and adds some critical comments to the theories and the relationships among them. This study first reviews the development of utility functions. Daniel Bernoulli introduced the concept of utility function to solve the St. Petersburg paradox. In the mid-20th century, Herbert Simon proposed the "satisficing" heuristic and presented a value function with a shape different from traditional utility functions. This study highlights the strengths and weaknesses of several utility functions proposed until the emergence of the prospect theory value function. Results - This study posits that prospect theory and EBA model are the two most important theories in the field of behavioral decision theory. They can explain various choice behaviors that traditional utility maximization analysis has been unable to. The application of these models to various fields is further increasing nowadays. This study explains how prospect theory and the EBA model can be used to explain the context effects. Conclusions - The traditional economic theory relies on a single variable called "utility" in explaining consumer choice. However, this study argues that, in investigating consumer choice, several other variables should also be considered. These are the similarity among alternatives, an alternative's prototypicality within the category, the dominance relationship between alternatives, and the reference point in evaluating alternatives. Due to the development of behavioral economics, we are now closer to a more complete understanding of consumer choice behavior than in the past when we had only a single tool called utility.

• 유통과학연구
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• 제14권11호
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• pp.61-73
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• 2016

Purpose - Marketing scholars have developed various types of mathematical models for describing marketing phenomenon, because there is no single model comprehensive enough to incorporate all the relevant marketing phenomena. This study tries to summarize the behavioral foundations and the mathematical derivations of the most widely used marketing models and discusses their strategic implications. This study selected four representative marketing models: multinomial logit(MNL) model, elimination-by-aspects(EBA) model, Hauser and Shugan model and Bass diffusion model. Especially, this study focuses on Hauser and Shugan(1983)'s Defender model and discusses the model's behavioral foundation and its implications. Research design, data, and methodology - Of the four selected model, the multinomial logit model is selected as the basic normative model and the other three models are described as descriptive models in contrast. Starting the discussion from the multinomial logit model, this study explains what important strategic variables are incorporated in each of the four models. The IIA(independence of irrelevant alternatives) axiom and Luce choice model is also discussed in relation to the multinomial logit model. The concept of 'efficient frontier' is discussed in relation to Hauser and Shugan's model. Graphs and tables are used to represent the key implications. No empirical study is included. Results - The analyses of the mathematical marketing models are shown to be very useful in understanding the essence of positioning strategy. The multinomial logit model implies the importance of increasing utility or consumer preference level. The EBA model implies the importance of lowering the inter-brand similarity and dominating the competitors. Hauser and Shugan model implies the importance of considering customer heterogeneity distribution in selecting the target market. Conclusions - It is shown that the concepts of 'efficient frontier' is useful in understanding the effectiveness of positioning strategy. Market positioning can be understood as occupying some place on the efficient frontier. The important strategic implications can be summarized as follows: Always try to increase customer preference by providing what they value, and differentiate from competing alternatives as much as possible. The best positioning strategy is to dominate all the competitors and the worst is to be dominated by the competitors.

• 한국터널지하공간학회 논문집
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• 제7권2호
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• pp.165-176
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• 2005

최근 전세계의 대형화재 사고이후, 터널안전에 관한 많은 연구들이 진행되고 있다. 특히 실물 및 축소모형 실험에 대한 다양한 연구가 진행되면서, 터널구조물에 대한 내화성능에도 많은 관심이 모아지고 있다. 이미 외국에서는 터널구조물의 내화성능에 대한 설계기준이나 권고안이 발표되고 있으나, 아직 국내에는 설계기준으로 마련되지 못하고 있다. 본 연구의 목적은 각 나라별 화재온도 (온도-시간) 곡선, 특히 ISO 834 표준온도곡선, HC곡선, RWS곡선, ZTV곡선, EBA곡선을 분석하여 국내의 도로, 지하철 및 철도터널의 내화성능 평가 기준에 적합한 화재특성을 도출하는데 있다.

• 감성과학
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• 제15권4호
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• pp.565-574
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• 2012

본 연구에서는 기존에 이용되었던 디자인 프로세스의 실증적 단점들을 극복할 수 있는 소비자 지향적인 방법론을 제안하였다. 즉, 기존의 디자이너 직관에 의한 디자인 속성 도출 방법과는 다르게, 디자인 속성을 규명하지 않은 상태에서 소비자들이 선호하는 제품의 중요 디자인 속성을 추출해 내는 소비자 관점의 디자인 속성 도출방법을 제시하였다. 실증분석에서는 구체적인 속성 규명을 요구하지 않는 PRETREE 모형을 활용하여 유무선 전화기를 대상으로 소비자 선호 기반 중요 디자인 속성을 도출하고 그 시사점을 제시하였다. PRETREE 모형은 심리학, 소비자학, 경영학분야에서 널리 활용되어 왔던 소비자 선택모형으로, 디자인분야에서도 주관적으로 치우칠 수 있는 디자인 평가를 계량화할 수 있는 새로운 분석방법으로 활용될 수 있을 것으로 기대된다.

• 지질공학
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• 제24권2호
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• pp.261-271
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• 2014

일반적인 영구앵커(마찰형 앵커)는 정착장에서 지반과 그라우트의 마찰력으로 인발에 저항하는 구조이지만, 지압형 앵커는 확공부에서 발생하는 지압력으로 인발에 저항하여 지반변형을 억제하는 방식이다. 본 연구는 확공을 이용한 지압형 앵커 활용 시 합리적인 지압력 산정을 위해 수행되었으며, 지압력 산정 시 도해법, 실내실험, 수치해석적 방법을 수행하고 그 결과를 지반의 일축압축강도와 비교, 분석하였다. 도해법에서는 앵커의 지압력을 천공경($r_i$), 확장되는 천공경($r_e$), 일축압축강도(${\sigma}_c$)의 함수로 정의하였다. 실내실험을 통한 연구에서는 실내 모형을 제작하여 앵커 인장시험을 수행하여 지압력을 확인하였고, Flac 3D를 이용한 3차원 유한차분해석을 통해 지반조건별 지압력을 확인하였다. 실내실험 및 수치해석에서 도출된 지압력은 회귀분석을 통해 지압력 산정식을 제시하였다. 지압력은 실내실험에서 일축압축강도 대비 약 28.5배로 가장 큰 결과를 나타내었는데, 이는 순수 지압력 뿐만 아니라 앵커체 확장에 따른 주면마찰저항력이 함께 작용했기 때문인 것으로 판단된다. 도해법과 수치해석에서 확인된 지압력은 일축압축강도의 13.3배, 9.9배로 확인되었으며, 향후 현장실험을 통한 지압력 산정결과와 비교, 분석하여 산정식에 대한 신뢰성 향상이 필요하다.