Content of research

Some people in a questionnaire or interview may give “desirable and exemplary” answers based on common sense, interpersonal relationships, and social norms when they are asked what their impressions are of a certain product or service. By using a method called the implicit association test (IAT), we can get closer to their true feelings, which are difficult to reveal consciously. It can be applied to the measurement of not only good and bad feelings, but also a variety of other emotional states.

Potential for social implementation

• ・Measuring potential attitudes towards products A vs. B
• ・Measurement of drunkenness from low-concentration alcohol
• ・Aptitude prediction for driving
• ・Measurement of excitement concerning new products.
• ・Potential fatigue measurement (Sato & Kawahara, 2012), etc.

Appealing points to industry and local governments

The Cognitive and Behavioral Science Lab has various joint research experiences with manufacturers, service providers, the information industry and public organizations. Utilizing the results of research in cognitive behavioral science based on human characteristics, we will approach problem solving using empirical data.