{"id":12070,"date":"2013-02-13T20:18:31","date_gmt":"2013-02-13T20:18:31","guid":{"rendered":"https:\/\/www.sisinternational.com\/the-neurobiological-basis-of-consumer-choice\/"},"modified":"2026-01-24T15:20:05","modified_gmt":"2026-01-24T20:20:05","slug":"%e6%b6%88%e8%b2%bb%e8%80%85%e3%81%ae%e9%81%b8%e6%8a%9e%e3%81%ae%e7%a5%9e%e7%b5%8c%e7%94%9f%e7%89%a9%e5%ad%a6%e7%9a%84%e5%9f%ba%e7%a4%8e","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/ja\/%e6%b6%88%e8%b2%bb%e8%80%85%e3%81%ae%e9%81%b8%e6%8a%9e%e3%81%ae%e7%a5%9e%e7%b5%8c%e7%94%9f%e7%89%a9%e5%ad%a6%e7%9a%84%e5%9f%ba%e7%a4%8e\/","title":{"rendered":"\u6d88\u8cbb\u8005\u30cb\u30e5\u30fc\u30ed\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u5e02\u5834\u8abf\u67fb"},"content":{"rendered":"<h2 class=\"wp-block-heading\">\u7814\u7a76\u306b\u3088\u308a\u3001\u6d88\u8cbb\u8005\u304c\u8cfc\u5165\u306e\u610f\u601d\u6c7a\u5b9a\u3092\u884c\u3063\u3066\u3044\u308b\u3068\u304d\u306b\u3001\u8133\u306e\u7dda\u6761\u4f53\u3068\u5185\u5074\u524d\u982d\u524d\u76ae\u8cea (MPFC) \u9818\u57df\u304c\u6d3b\u6027\u5316\u3055\u308c\u308b\u3053\u3068\u304c\u308f\u304b\u3063\u3066\u3044\u307e\u3059\u3002<\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-62c249a3\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-62c249a3\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-40.jpg\" alt=\"SIS \u56fd\u969b\u5e02\u5834\u8abf\u67fb\u3068\u6226\u7565\" title=\"Deep learning machine learning (40)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-40.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-40-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-40-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-40-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-40-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u6d88\u8cbb\u8005\u306e\u9078\u629e\u306e\u795e\u7d4c\u751f\u7269\u5b66\u7684\u6839\u62e0\u3068\u306f\u4f55\u3067\u3059\u304b?<\/h2>\n\n\n\n<p>The choice process has two steps. \u00a0First, the consumer assigns a value to each option. \u00a0Second, these values are compared, and the highest-ranking option is selected.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u4eba\u3005\u306f\u898b\u305f\u523a\u6fc0\u3092\u8a55\u4fa1\u3057\u307e\u3059\u3002<\/h2>\n\n\n\n<p>A recent study has found that the striatum and MPFC are still activated when <a href=\"https:\/\/www.sisinternational.com\/ja\/%e3%82%bd%e3%83%aa%e3%83%a5%e3%83%bc%e3%82%b7%e3%83%a7%e3%83%b3\/%e5%ae%9a%e6%80%a7%e7%9a%84%e5%ae%9a%e9%87%8f%e7%9a%84%e7%a0%94%e7%a9%b6%e3%82%bd%e3%83%aa%e3%83%a5%e3%83%bc%e3%82%b7%e3%83%a7%e3%83%b3\/enhancing-product-appeal-through-consumer-choice-modeling\/\" title=\"Consumer Choice Modeling\"  data-wpil-monitor-id=\"1206\">consumers<\/a> are presented with different options and not required to make a choice. &nbsp;What does this mean?<\/p>\n\n\n\n<figure class=\"gb-block-image gb-block-image-8e1e5585\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-8e1e5585\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-35.jpg\" alt=\"SIS \u56fd\u969b\u5e02\u5834\u8abf\u67fb\u3068\u6226\u7565\" title=\"Deep learning machine learning (35)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-35.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-35-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-35-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-35-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-35-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Even if they do not have to choose. \u00a0A person may see a car passing by.\u00a0 She subconsciously assigns it a value.\u00a0 She then sees another car pass by.\u00a0 She then assigns this other car a value and may then subconsciously compare the two cars.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u3053\u308c\u306f\u5e83\u544a\u4e3b\u306b\u3068\u3063\u3066\u4f55\u3092\u610f\u5473\u3059\u308b\u306e\u3067\u3057\u3087\u3046\u304b?<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.sisinternational.com\/ja\/%e5%b0%82%e9%96%80%e7%9f%a5%e8%ad%98\/%e7%94%a3%e6%a5%ad\/%e5%95%86%e6%a5%ad%e7%94%a8%e4%b8%8d%e5%8b%95%e7%94%a3%e5%b8%82%e5%a0%b4%e8%aa%bf%e6%9f%bb\/\" title=\"\u5546\u696d\u7528\u4e0d\u52d5\u7523\u5e02\u5834\u8abf\u67fb\"  data-wpil-monitor-id=\"9439\">Marketing may not necessarily need a commercial<\/a> or billboard in order to materialize. &nbsp;A billboard or commercial may promote the <a href=\"https:\/\/www.sisinternational.com\/ja\/b2b-%e8%a3%bd%e5%93%81%e3%83%9d%e3%82%b8%e3%82%b7%e3%83%a7%e3%83%8b%e3%83%b3%e3%82%b0-%e5%b8%82%e5%a0%b4%e8%aa%bf%e6%9f%bb\/\" title=\"B2B\u88fd\u54c1\u30dd\u30b8\u30b7\u30e7\u30cb\u30f3\u30b0\u5e02\u5834\u8abf\u67fb\"  data-wpil-monitor-id=\"9437\">positive values of a product<\/a>.&nbsp; Yet a <a href=\"https:\/\/www.sisinternational.com\/ja\/%e3%82%bd%e3%83%aa%e3%83%a5%e3%83%bc%e3%82%b7%e3%83%a7%e3%83%b3\/%e5%91%b3%e8%a6%9a%e3%83%86%e3%82%b9%e3%83%88\/%e3%83%8b%e3%83%a5%e3%83%bc%e3%83%a8%e3%83%bc%e3%82%af%e3%81%a7%e3%81%ae%e6%b6%88%e8%b2%bb%e8%80%85%e5%90%91%e3%81%91%e8%a3%bd%e5%93%81%e3%83%86%e3%82%b9%e3%83%88\/\" title=\"\u30cb\u30e5\u30fc\u30e8\u30fc\u30af\u3067\u306e\u6d88\u8cbb\u8005\u88fd\u54c1\u30c6\u30b9\u30c8\"  data-wpil-monitor-id=\"9438\">consumer may subconsciously value a product<\/a> anyway.&nbsp; Perhaps there are certain aspects that a company\u2019s advertisers have to worry about besides what its competitors say or how they advertise.&nbsp; If consumers automatically assign values to products, then <a href=\"https:\/\/www.sisinternational.com\/ja\/%e5%b0%82%e9%96%80%e7%9f%a5%e8%ad%98\/%e7%b5%8c%e9%a8%93%e3%81%ae%e5%b1%a5%e6%ad%b4%e6%9b%b8\/%e3%83%91%e3%83%bc%e3%82%bd%e3%83%8a%e3%83%ab%e3%82%b1%e3%82%a2%e8%a3%bd%e5%93%81%e5%b8%82%e5%a0%b4%e8%aa%bf%e6%9f%bb\/\" title=\"\u30d1\u30fc\u30bd\u30ca\u30eb\u30b1\u30a2\u88fd\u54c1\u5e02\u5834\u8abf\u67fb\"  data-wpil-monitor-id=\"9436\">marketing may not improve a product<\/a> that has many deficiencies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cost-Effective Neuro Marketing<\/h2>\n\n\n\n<p>Yet this finding may present advertisers with some cost-effective marketing opportunities.&nbsp; Companies can highlight some positive virtues of a product on the product itself. &nbsp;Perhaps an automaker may put on a car some emblem highlighting its positive virtues. This way, a prospective buyer, when valuing the car on the street, may take into account some other positive aspects of this car. &nbsp;And, later on, when this buyer goes to car dealership, she may keep in mind the brand of the car she saw on the street earlier.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u6d88\u8cbb\u8005\u30cb\u30e5\u30fc\u30ed\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u5e02\u5834\u8abf\u67fb\u306b\u3064\u3044\u3066\u8a73\u3057\u304f\u5b66\u3073\u307e\u3059\u3002<\/p>","protected":false},"author":1,"featured_media":64417,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-12070","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/posts\/12070","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/comments?post=12070"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/posts\/12070\/revisions"}],"predecessor-version":[{"id":81576,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/posts\/12070\/revisions\/81576"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/media\/64417"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/media?parent=12070"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/categories?post=12070"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/tags?post=12070"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}