EBINA TAKESHI    Department   Undergraduate School  , School of Commerce    Position   Professor
Language	English
Publication Date	2021/12
Type	Academic Journal
Peer Review	Peer reviewed
Title	"Applying the peak-end rule to decision-making regarding similar products: A case-based decision approach", Expert Systems
Contribution Type	Co-authored (other than first author)
Journal	Expert Systems
Journal Type	Another Country
Publisher	Wiley
Volume, Issue, Page	38(8),pp.e12763
Authorship	Last author
Author and coauthor	Keita Kinjo and Takeshi Ebina
Details	This study proposes a marketing decision support system (DSS) for firms using case-based and peak-end approaches to model consumers. The proposed DSS is composed of model and estimation methods. We employ a similarity function used in case-based decision theory to examine the degree of similarity between the past and current products offered to a consumer. First, by extension, the proposed model could be utilized to analyse not only the same product but also multiple similar products. The DSS could be applied to a broad range of decision problems. Second, by extending the case-based decision model, our DSS considerably reduces the number of computational operations needed. Third, the model demonstrated the best fit among the compared models and possessed high prediction accuracy when analysing the viewing data for Japanese television dramas. The DSS could increase the future purchase probability of a product.
URL for researchmap	https://researchmap.jp/ebinatakeshi2010