マインドセット操作によるマーケティングリサーチの精度向上は可能か？

―メンタルシミュレーションと解釈レベル理論に基づく操作の違いに着目して―

抄録

The purpose of this study was to examine how the interpretability of a purchased product changes by mindset manipulations based on the Mental Simulation (MS) or Construal Level Theory (CLT). While the manipulation of MS associates the targeted products, that of the CLT does not. We investigated whether this difference affects the accuracy of the survey. In this experiment, participants were randomly assigned to four groups (photo-simulation manipulation (MS) vs. how-manipulation (MS) vs. low-level manipulation (CLT) vs. non-manipulation); they completed each task and conjoint measurement. The result of the experiment showed that photo-simulation manipulation and how-manipulation better contributed to the estimation of the real purchased product than non-manipulation did. However, this was not the case for low-level manipulation.