行動計量学

A new factor analysis model for experiments with repeated measures was proposed in this study. This model was used for analyzing three-mode multivariate data measured by sensory evaluation of ice cream. One remarkable result in this experiment was that color had an illusive effect on taste perception of ice cream. This new method can be easily implemented with structural equation modeling (SEM) programs such as LISREL and CALIS because the mean and covariance structures of this method can be expressed using SEM.

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Identical decision problems in form may yield different decisions, depending on the subjective decision framing as a function of how the situation is described. This is called the framing effect. The Contingent Focus Model (Takemura, 1994) can theoretically explain why the framing effect emerges. The model hypothesizes that a risk attitude depends on how to focus on the possible outcome (focusing hypothesis), and how to focus on them is, in turn, contingent on situations of decision making (contingent focus hypothesis). To test this hypothesis, we conducted 2 experiments which manipulated the relative size of letters of outcomes to the other letters (n=180, respectively). The results indicated that the subjects were more risk-taking when possible outcomes were emphasizing than those when probabilities were emphasizing. The psychometric analysis using the model indicated that the size of effect of emphasizing conditions on decision making is not different from that of positive/negative frame conditions.

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