Differences in Product Selection Depends on Situations: Using Earphones as an Example

Abstract

Conventional research on decision support focuses on rational decision-making. However, consumer decision-making is considered ambiguous and varies depending on the situation and context. Therefore, the authors investigated the differences in selection results depending on the usage of products. Specifically, the authors examined the variation in the choice of earphones according to place and situation of use. Multiple comparisons showed that the number of types of earphones selected did not differ significantly depending on the place of use, but differed greatly according to the usage situation. The number of earphones selected varied depending on the place and situation of use. In particular, it was suggested that the use of earphones had a significant influence on choice, which may lead to decision support for product selection.