• Asia Marketing Journal
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• v.15 no.3
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• pp.159-172
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• 2013

In the present study, we apply the multiple cue probability learning (MCPL) paradigm to examine consumer learning from feedback in repeated trials. This paradigm is useful in investigating consumer learning, especially learning the relationships between the overall quality and attributes. With this paradigm, we can analyze what people learn from repeated trials by using the lens model, i.e., whether it is knowledge or consistency. In addition to introducing this paradigm, we aim to demonstrate that knowledge people gain from repeated trials with feedback is robust enough to weaken one of the most often examined contextual effects, the asymmetric dominance effect. The experiment consists of learning session and a choice task and stimuli are sport rafting boats with motor engines. During the learning session, the participants are shown an option with three attributes and are asked to evaluate its overall quality and type in a number between 0 and 100. Then an expert's evaluation, a number between 0 and 100, is provided as feedback. This trial is repeated fifteen times with different sets of attributes, which comprises one learning session. Depending on the conditions, the participants do one (low) or three (high) learning sessions or do not go through any learning session (no learning). After learning session, the participants then are provided with either a core or an extended choice set to make a choice to examine if learning from feedback would weaken the asymmetric dominance effect. The experiment uses a between-subjects experimental design (2 × 3; core set vs. extended set; no vs. low vs. high learning). The results show that the participants evaluate the overall qualities more accurately with learning. They learn the true trade-off rule between attributes (increase in knowledge) and become more consistent in their evaluations. Regarding the choice task, there is a significant decrease in the percentage of choosing the target option in the extended sets with learning, which clearly demonstrates that learning decreases the magnitude of the asymmetric dominance effect. However, these results are significant only when no learning condition is compared either to low or high learning condition. There is no significant result between low and high learning conditions, which may be due to fatigue or reflect the characteristics of learning curve. The present study introduces the MCPL paradigm in examining consumer learning and demonstrates that learning from feedback increases both knowledge and consistency and weakens the asymmetric dominance effect. The latter result may suggest that the previous demonstrations of the asymmetric dominance effect are somewhat exaggerated. In a single choice setting, people do not have enough information or experience about the stimuli, which may lead them to depend mostly on the contextual structure among options. In the future, more realistic stimuli and real experts' judgments can be used to increase the external validity of study results. In addition, consumers often learn through repeated choices in real consumer settings. Therefore, what consumers learn from feedback in repeated choices would be an interesting topic to investigate.

• Asia pacific journal of information systems
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• v.24 no.4
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• pp.493-513
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• 2014

With the development of related technologies, Location-Based Services (LBS) are growing fast and being used in many ways. Past LBS studies have focused on adoption of LBS because of the fact that LBS users have privacy concerns regarding revealing their location information. Meanwhile, the number of LBS users and revenues from LBS are growing rapidly because users can get some benefits by revealing their location information. Little research has been done on how LBS affects consumers' information search behavior in product purchase. The purpose of this paper is examining the effect of LBS information filtering on buyers' uncertainty and their information search behavior. When consumers purchase a product, they try to reduce uncertainty by searching information. Generally, there are two types of uncertainties - knowledge uncertainty and choice uncertainty. Knowledge uncertainty refers to the lack of information on what kinds of alternatives are available in the market and/or their important attributes. Therefore, consumers having knowledge uncertainty will have difficulties in identifying what alternatives exist in the market to fulfil their needs. Choice uncertainty refers to the lack of information about consumers' own preferences and which alternative will fit in their needs. Therefore, consumers with choice uncertainty have difficulties selecting best product among available alternatives.. According to economics of information theory, consumers narrow the scope of information search when knowledge uncertainty is high. It is because consumers' information search cost is high when their knowledge uncertainty is high. If people do not know available alternatives and their attributes, it takes time and cognitive efforts for them to acquire information about available alternatives. Therefore, they will reduce search breadth. For people with high knowledge uncertainty, the information about products and their attributes is new and of high value for them. Therefore, they will conduct searches more in-depth because they have incentive to acquire more information. When people have high choice uncertainty, people tend to search information about more alternatives. It is because increased search breadth will improve their chances to find better alternative for them. On the other hand, since human's cognitive capacity is limited, the increased search breadth (more alternatives) will reduce the depth of information search for each alternative. Consumers with high choice uncertainty will spend less time and effort for each alternative because considering more alternatives will increase their utility. LBS provides users with the capability to screen alternatives based on the distance from them, which reduces information search costs. Therefore, it is expected that LBS will help users consider more alternatives even when they have high knowledge uncertainty. LBS provides distance information, which helps users choose alternatives appropriate for them. Therefore, users will perceive lower choice uncertainty when they use LBS. In order to test the hypotheses, we selected 80 students and assigned them to one of the two experiment groups. One group was asked to use LBS to search surrounding restaurants and the other group was asked to not use LBS to search nearby restaurants. The experimental tasks and measures items were validated in a pilot experiment. The final measurement items are shown in Appendix A. Each subject was asked to read one of the two scenarios - with or without LBS - and use a smartphone application to pick a restaurant. All behaviors on smartphone were recorded using a recording application. Search breadth was measured by the number of restaurants clicked by each subject. Search depths was measured by two metrics - the average number of sub-level pages each subject visited and the average time spent on each restaurant. The hypotheses were tested using SPSS and PLS. The results show that knowledge uncertainty reduces search breadth (H1a). However, there was no significant correlation between knowledge uncertainty and search depth (H1b). Choice uncertainty significantly reduces search depth (H2b), but no significant relationship was found between choice uncertainty and search breadth (H2a). LBS information filtering significantly reduces the buyers' choice uncertainty (H4) and reduces the negative relationship between knowledge uncertainty and search breadth (H3). This research provides some important implications for service providers. Service providers should use different strategies based on their service properties. For those service providers who are not well-known to consumers (high knowledge uncertainty) should encourage their customers to use LBS. This is because LBS would increase buyers' consideration sets when the knowledge uncertainty is high. Therefore, less known services have chances to be included in consumers' consideration sets with LBS. On the other hand, LBS information filtering decrease choice uncertainty and the near service providers are more likely to be selected than without LBS. Hence, service providers should analyze geographically approximate competitors' strength and try to reduce the gap so that they can have chances to be included in the consideration set.

• Journal of The Korean Society of Grassland and Forage Science
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• v.37 no.1
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• pp.92-99
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• 2017

This experiment was carried out to compare the growth characteristics and productivity between sudangrass and sorghum-sudangrass hybrid under the same cultivation condition in Cheonan and Kimje of Korea from 2010 to 2011. Sudangrass hybrids(Choice, Sunstar and Piper) and sorghum-sudangrass hybrids(SX-17, Jumbo and Revolution) were planted $5^{th}$ May in Cheonan and $7^{th}$ May in Kimje. Heading date of sudangrass hybrids was $12^{th}$ July which was about 2 week fast more than that of sorghum-sudangrass hybrids. Stem diameter of sudangrass hybrids was about 6mm which was about 5 mm smaller than that of sorghum-sudangrass hybrids. Disease resistance of sudangrass hybrid, "Choice" was similar to that of sorghum-sudangrass hybrids. Dry matter yield of "Choice" was 15ton/ha which was 10% less than that for sorghum-sudangrass hybrids(SX-17). Feed value of "Choice" was similar or slightly lower than that of sorghum-sudangrass. For increasing the productivity in forage cropping systems all around year, sudangrass hybrid is recommended for prolong by the middle ten day of May in the harvesting time of italian ryegrass.

• Journal of Distribution Science
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• v.13 no.3
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• pp.11-19
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• 2015

Purpose - This study examines the strength of sadness and the belief it will last, as regards the effects of the degree of self-extension to the sad-evoking event on choice behavior related to self-control dilemmas. Research Design, Data, and Methodology - In an experiment involving high and low self-extension groups, 261 undergraduates answered self-administered questionnaires. The hypotheses were tested using AMOS 19.0 and path analysis. Results - The positive relationship between the degree of self-extension to the sad-evoking event and hedonic vs. utilitarian food choices was mediated by the belief that the sadness will last. There is a significant indirect path from the degree of self-extension (to the sad-evoking event) to the strength of the sadness, and to the belief that it will last with respect to hedonic vs. utilitarian food choices. Conclusions - These results show that beliefs about sad emotion transience depend on both the degree of self-extension to the sad-evoking event and the strength of sadness, and that the belief that sad emotions are transient makes sad people susceptible to temptation when facing self-control related dilemmas.

• Journal of Information Technology Applications and Management
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• v.24 no.4
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• pp.93-115
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• 2017

The ability of smartphones to facilitate various services like mobile banking, e-commerce and mobile payments has made them part of consumers' lives. Conjoint analysis (CA) is a marketing research approach used to assess how consumers' preferences for products or services develop. The potential applications of CA are numerous in consumer electronics, banking and insurance services, job selection and workplace loyalty, consumer packaged goods, and travel and tourism. Choice-Based Conjoint (CBC) analysis is the most commonly used CA approach in marketing research. The purpose of this study is to utilise CBC analysis to investigate the relative importance of smartphone attributes that influence consumer smartphone preference. An experiment was designed using Sawtooth CBC Software. 326 students attempted the online survey. Utility values were derived by Hierarchical Bayes (HB) estimation and used to explain consumers' smartphone preferences. All the six attributes used for the study were found to significantly influence smartphone preference. Smartphone brand was the most important, followed by the price, camera, RAM, battery life, and storage. This study is one of the first to use Sawtooth CBC analysis to assess consumer smartphone preference based on the six attributes. We provide implications for the development of new smartphones based on attributes.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.21 no.5
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• pp.189-195
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• 2021

This paper discusses choice of loans problem(CLP) that is to minimize annual payment from which bank's borrows in multi-banks multi-nations with distinct interests. For the CLP, there is impossible to obtain the optimal solution actually without the help of mathematical software package as linear programming(LP). This paper applies the method used in transportation problem(TP) that finds initial feasible solution with selects minimum interest first, least cost method(LCM), to CLP. Result of experiment, the proposed algorithm can be obtains the optimal solution with at most two exchange optimization for LCM's initial feasible solution.

• Journal of information and communication convergence engineering
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• v.9 no.2
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• pp.125-128
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• 2011

P300 component of the event-related brain potential (ERP) reflects fundamental cognitive processes. The P300 components have been employed in a wide variety of theoretical, empirical, and clinical applications. In oddball paradigm for eliciting P300, we need standard stimuli and target stimuli. Firstly, designated stimuli are presented to subjects. Nextly, a chosen target stimulus is presented. In this paper, we elicited the P300 components with experiment that the subjects select a chosen target stimulus. Therefore, we measured the P300 components to be related choice of the target stimuli. The experimental results and the P300 components to be analyzed were presented.

• Environmental and Resource Economics Review
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• v.16 no.3
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• pp.427-449
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• 2007

This study estimates the recreation benefits of rafting on the Hantan River. A choice experiment is conducted and the economic values of controlling water stream and water quality are estimated. Both the conditional logit and the multinomial pro bit models are estimated. This study rejects the IIA assumption of the conditional log it model and supports using a more flexible model such as the multinomial probit model.

• Animal cells and systems
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• v.12 no.2
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• pp.93-96
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• 2008

In recent years, we frequently observed missmatched pairs between male Asian toads, Bufo gargarizans, and bullfrogs, Rana catesbeiana, at the toad breeding ponds, where scramble competition for mating occurred among the male toads. Thus, we performed two-choice experiments to investigate recognition ability of mates and species in male toads. The test males did not discriminate sexes, but the clasped stimulus males immediately produced release calls and stopped it while the clasped stimulus female did not. In addition, the test male toads did not discriminate reproductive state of females and even species. However, male toads chose larger individuals. The present results indicate that the main reason of missmatched amplexus by the male toads is due to 1) the lack of recognition cues of conspecifics, 2) the lack of communication tools like release calls, and 3) the larger size of bullfrogs than male toads themselves.

• Journal of the Korean Institute of Educational Facilities
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• v.19 no.5
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• pp.37-43
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• 2012

Results of experiments conducted in university-based design studio suggests that Building information Modeling invites the adoption of a dramatically different design process, traditional design process and BIM-aided design process. Experiment method is used the actual experiment by students. In contrast to traditional design process rooted in successive refinement of abstractions and dependence on tacit knowledge, the studio BIM-aided design process depends on a complete and comprehensive date base and alterative solutions by complete analysis for helping choice of finial result. BIM viewed as provocateur of design education provides great potential for the critical analysis of how architectural design is taught. The results reflect new ways of teaching and addressing BIM methods and process in the design studio project.