Elucidating the decision-making process through objective data
Publish: June 30, 2025
KGRI
Creativity
Summary
This research is to capture the movement of brain waves£¨EEG£© at the very moment when people make decisions, and to find out which values of brain waves are high enough to make satisfactory decisions, using the most common decision-making process in daily life, i.e., the purchase of products, as experimental material. Decision making is a phenomenon that appears not only in marketing, but in all other situations, and we envision extending the research to other fields based on this study.
Project Members
Note: ¡ò indicates the project leader
Project Members
Principal Investigator
Akira Shimizu
ProfessorFaculty of Business and CommerceMarketing Strategy, Consumer behaviorYasue Mitsukura
ProfessorFaculty of Science and TechnologyBio-signal processing, Intelligent informatics, Sensing, denoising, and feature extraction, Sleep engineering