äžåç£æ¥çã§ãæ¶è²»è ã®ææ決å®ããã»ã¹ãæ·±ãç解ããããšã¯éåžžã«éèŠã§ããåŸæ¥ã®ããŒã±ãã£ã³ã°ææ³ã§ã¯ãã¢ã³ã±ãŒããã€ã³ã¿ãã¥ãŒãªã©ã®æèçãªåå¿ã«é Œãããšãå€ããæ¶è²»è ã®çã®å¿çç¶æ ãææ¡ããããšãé£ãããšãã課é¡ããããŸããããããããã¥ãŒãããŒã±ãã£ã³ã°ã掻çšããããšã§ãè³æ³¢ãèŠç·ãªã©ã®ççåŠçææšããæ¶è²»è ã®ç¡æèäžã§ã®åå¿ã枬å®ããããæ·±ãæŽå¯ãåŸãããšãã§ããŸãããã®ç¥èŠã掻ããããšã§ãäžåç£æ¥çã¯æ¶è²»è ã®ããŒãºã«åã£ãç©ä»¶ææ¡ãããã説åŸåã®ããåºåå¶äœã顧客äœéšã®åäžãå®çŸã§ããã§ããããæ¬èšäºã§ã¯ããã¥ãŒãããŒã±ãã£ã³ã°ã®åºç€ç¥èãããäžåç£æ¥çã§ã®å¿çšäºäŸãããã«ã¯ä»åŸã®å±æãŸã§ã詳ãã解説ããŸãã
ãã¥ãŒãããŒã±ãã£ã³ã°ãšã¯
ãã¥ãŒãããŒã±ãã£ã³ã°ã®å®çŸ©ãšæŠèŠ
ãã¥ãŒãããŒã±ãã£ã³ã°ãšã¯ãè³ç§åŠãç¥çµç§åŠã®ç¥èŠãå¿çšããæ¶è²»è ã®ç¡æèäžã§ã®åå¿ãè¡åãç解ããããšã§ãããå¹æçãªããŒã±ãã£ã³ã°æŠç¥ãç«ãŠãããã®ææ³ã§ããåŸæ¥ã®ããŒã±ãã£ã³ã°ææ³ã§ã¯ãã¢ã³ã±ãŒãã ã€ã³ã¿ãã¥ãŒãªã©ã®æèçãªåå¿ã«é Œãããšãå€ãã£ãã®ã«å¯Ÿãããã¥ãŒãããŒã±ãã£ã³ã°ã§ã¯ãè³æ³¢ãèŠç·ãå¿ææ°ãç®èã³ã³ãã¯ã¿ã³ã¹ãªã©ã®ççåŠçææšãçšããŠãæ¶è²»è ã®ç¡æèçãªåå¿ã枬å®ããŸãã
ãã®ææ³ã«ãããåºåãããã±ãŒãžãã¶ã€ã³ãåºèã¬ã€ã¢ãŠããªã©ã«å¯Ÿããæ¶è²»è ã®çã®åå¿ãææ¡ããããšãã§ãããã説åŸåã®ããããŒã±ãã£ã³ã°æœçãæã¡åºãããšãå¯èœãšãªããŸãããã¥ãŒãããŒã±ãã£ã³ã°ã¯ãå¿çåŠãçµæžåŠãç¥çµç§åŠãªã©ã®åŠéçãªç 究åéã§ãããè¿å¹Žæ³šç®ãéããŠããŸãã
ãã¥ãŒãããŒã±ãã£ã³ã°ã®ç®çãšéèŠæ§
ãã¥ãŒãããŒã±ãã£ã³ã°ã®äž»ãªç®çã¯ã以äžã®3ç¹ã§ãã
- æ¶è²»è ã®ææ決å®ããã»ã¹ãç解ãã
- 補åããµãŒãã¹ã«å¯Ÿããç¡æèçãªåå¿ã枬å®ãã
- ããå¹æçãªããŒã±ãã£ã³ã°æœçãç«æ¡ãã
åŸæ¥ã®ããŒã±ãã£ã³ã°ææ³ã§ã¯ãæ¶è²»è ã®æèçãªåå¿ã«é Œãããšãå€ããçã®å¿çç¶æ ãææ¡ããããšãé£ãããšãã課é¡ããããŸããããããããã¥ãŒãããŒã±ãã£ã³ã°ã掻çšããããšã§ãæ¶è²»è ã®ç¡æèäžã§ã®åå¿ã枬å®ããããæ·±ãæŽå¯ãåŸãããšãã§ããŸããããã«ãããååéçºããã©ã³ãã£ã³ã°ãåºåå¶äœãªã©ã®ããŒã±ãã£ã³ã°æŽ»åãæé©åããäŒæ¥ã®ç«¶äºåãé«ããããšãå¯èœãšãªããŸãã
ãŸãããã¥ãŒãããŒã±ãã£ã³ã°ã¯å«ççãªèª²é¡ã«ãé æ ®ããå¿ èŠããããŸããæ¶è²»è ã®ãã©ã€ãã·ãŒãå°éããç 究åå è ã«ååãªèª¬æãšåæãåŸãããšãäžå¯æ¬ ã§ããé©åãªå«çã¬ã€ãã©ã€ã³ã«æ²¿ã£ãŠç 究ãé²ããããšã§ããã¥ãŒãããŒã±ãã£ã³ã°ã®å¥å šãªçºå±ãæåŸ ãããŸãã
ãã¥ãŒãããŒã±ãã£ã³ã°ã®èª¿æ»ææ³ãšæž¬å®ææš
ãã¥ãŒãããŒã±ãã£ã³ã°ã§ã¯ã以äžã®ãããªèª¿æ»ææ³ãšæž¬å®ææšãçšããããŸãã
調æ»ææ³ | 枬å®ææš | æŠèŠ |
---|---|---|
æ©èœçç£æ°å ±é³Žç»åæ³ (fMRI) | è¡æµå€å | è³ã®æŽ»åã«äŒŽãè¡æµå€åã枬å®ããç¹å®ã®åºæ¿ã«å¯Ÿããè³ã®åå¿ãå¯èŠåãã |
è³æ³¢ (EEG) | é»äœå€å | é ç®äžã®é»æ¥µã§è³ã®é»äœå€åã枬å®ããåºæ¿ã«å¯Ÿããè³ã®æŽ»åãè©äŸ¡ãã |
çŒçéåæž¬å® (ã¢ã€ãã©ããã³ã°) | èŠç·ã®åã | èŠç·ã®åããèšé²ããé¢å¿é åã泚æã®é åãåæãã |
ç®èã³ã³ãã¯ã¿ã³ã¹åå¿ (GSR) | ç®èã®é»æ°äŒå°æ§ | æ±è ºã®æŽ»åã«äŒŽãç®èã®é»æ°äŒå°æ§ã®å€åã枬å®ããæ ååå¿ãè©äŸ¡ãã |
ãããã®ææ³ãçµã¿åãããããšã§ãæ¶è²»è ã®åå¿ãããå€è§çã«æããããšãã§ããŸããäŸãã°ãfMRIã§ã¯è³ã®æŽ»åéšäœãç¹å®ããEEGã§ã¯æéçãªå€åãæããã¢ã€ãã©ããã³ã°ã§ã¯æ³šæã®å¯Ÿè±¡ãæããã«ããããšãã§ããŸããåææ³ã®ç¹åŸŽãç解ããç®çã«å¿ããŠé©åãªææ³ãéžæããããšãéèŠã§ãã
ãã¥ãŒãããŒã±ãã£ã³ã°ã®èª¿æ»çµæã¯ã補åéçºãåºåå¶äœãåºèèšèšãªã©ãæ§ã ãªããŒã±ãã£ã³ã°æœçã«æŽ»çšãããŸããæ¶è²»è ã®ç¡æèçãªåå¿ãç解ããããšã§ããã説åŸåã®ããã³ãã¥ãã±ãŒã·ã§ã³ãå®çŸãããã©ã³ããã€ã€ã«ãã£ã®åäžã売äžã®å¢å ã«ã€ãªããããšãæåŸ ãããŠããŸãã
äžåç£æ¥ã«ããããã¥ãŒãããŒã±ãã£ã³ã°ã®å¿çš
äžåç£è³Œå ¥ã«ãããæ¶è²»è å¿çãšãã¥ãŒãããŒã±ãã£ã³ã°
äžåç£è³Œå ¥ã¯ã人çã«ãããé倧ãªææ決å®ã®äžã€ã§ãããæ¶è²»è ã¯æ§ã ãªèŠå ãèæ ®ããªããç©ä»¶ãéžæããŸãããã¥ãŒãããŒã±ãã£ã³ã°ã掻çšããããšã§ãäžåç£æ¥çã¯æ¶è²»è ã®ææ決å®ããã»ã¹ãããæ·±ãç解ããå¹æçãªããŒã±ãã£ã³ã°æŠç¥ãç«ãŠãããšãã§ããŸãã
äŸãã°ãfMRIãçšããŠç©ä»¶ã®å 芧æã®è³æŽ»åã枬å®ããããšã§ãæ¶è²»è ãç¡æèçã«åå¿ããŠããç©ä»¶ã®ç¹åŸŽãèŠçŽ ãç¹å®ããããšãã§ããŸãããŸããã¢ã€ãã©ããã³ã°ãå©çšããŠãéšå±ã®ã¬ã€ã¢ãŠããéåãã«å¯Ÿãã泚æã®é åãåæããããšã§ãããé åçãªç©ä»¶ã®ææ¡ãå¯èœã«ãªããŸãã
ããã«ãEEGãGSRãçšããŠãç©ä»¶ã®äŸ¡æ Œãå¥çŽæ¡ä»¶ã«å¯Ÿããæ ååå¿ã枬å®ããããšã§ãæ¶è²»è ã®äŸ¡æ Œæ床ã亀æžã®äœå°ãææ¡ããããšãã§ããŸãããããã®ç¥èŠã掻ããããšã§ãäžåç£æ¥è ã¯æ¶è²»è ã®ããŒãºã«åã£ãç©ä»¶ãææ¡ãã顧客æºè¶³åºŠã®åäžã«ã€ãªããããšãã§ããã§ãããã
äžåç£åºåã«ããããã¥ãŒãããŒã±ãã£ã³ã°ã®æŽ»çš
äžåç£åºåã¯ãæœåšçãªè³Œå ¥è ã®é¢å¿ãåŒããç©ä»¶ã®é åãå¹æçã«äŒããããšãéèŠã§ãããã¥ãŒãããŒã±ãã£ã³ã°ã掻çšããããšã§ããã説åŸåã®ããåºåå¶äœãå¯èœãšãªããŸãã
äŸãã°ãã¢ã€ãã©ããã³ã°ãçšããŠãåºåå ã®æ³šç®é åãç¹å®ãããã£ããã³ããŒãç»åã®é 眮ãæé©åããããšãã§ããŸãããŸããEEGãçšããŠãåºåã«å¯Ÿããæ ååå¿ã枬å®ããããå°è±¡ã«æ®ããã¶ã€ã³ãè¡šçŸãéžæããããšãå¯èœã§ãã
ããã«ãfMRIãçšããŠãåºåã«å¯Ÿããèšæ¶ã®å®ç床ãè©äŸ¡ããããšã§ãé·æçãªãã©ã³ãã€ã¡ãŒãžã®æ§ç¯ã«åœ¹ç«ãŠãããšãã§ããŸãããã¥ãŒãããŒã±ãã£ã³ã°ã®ç¥èŠã掻ãããäžåç£åºåã¯ãæ¶è²»è ã®ç¡æèçãªåå¿ã«èšŽæ±ããããå¹æçãªã³ãã¥ãã±ãŒã·ã§ã³ãå®çŸããã§ãããã
äžåç£æ¥ã«ããã顧客äœéšåäžãžã®ãã¥ãŒãããŒã±ãã£ã³ã°ã®è²¢ç®
äžåç£æ¥ã«ããã顧客äœéšã¯ãç©ä»¶æ¢ãããå¥çŽãã¢ãã¿ãŒãµãŒãã¹ãŸã§ãé·æçãªé¢ä¿æ§ã®äžã§åœ¢æãããŸãããã¥ãŒãããŒã±ãã£ã³ã°ã掻çšããããšã§ã顧客äœéšã®ãããã段éã§ãæ¶è²»è ã®ç¡æèçãªåå¿ãç解ããããæºè¶³åºŠã®é«ããµãŒãã¹ãæäŸããããšãã§ããŸãã
äŸãã°ãåºèãã¢ãã«ã«ãŒã ã®èšèšã«éããŠãã¢ã€ãã©ããã³ã°ãè³æ³¢æž¬å®ãè¡ãããšã§ã顧客ãå¿«é©ã«éããã空éã¬ã€ã¢ãŠããå®çŸããããšãã§ããŸãããŸããæ¥å®¢æã®èšèé£ãããžã§ã¹ãã£ãŒã«å¯Ÿããæ ååå¿ã枬å®ããããšã§ãããå ±æçãªã³ãã¥ãã±ãŒã·ã§ã³ã¹ã¿ã€ã«ã確ç«ããããšãå¯èœã§ãã
ããã«ãå¥çŽããã»ã¹ã«ããã顧客ã®äžå®ãæžå¿µããç®èã³ã³ãã¯ã¿ã³ã¹åå¿ãªã©ã§å¯ç¥ããé©åãªãã©ããŒãè¡ãããšã§ãä¿¡é Œé¢ä¿ã®æ§ç¯ã«åœ¹ç«ãŠãããšãã§ããŸãããã¥ãŒãããŒã±ãã£ã³ã°ãéããŠåŸãããç¥èŠã¯ãäžåç£æ¥ã«ããã顧客äœéšã®åäžã«å€§ããè²¢ç®ããé·æçãªé¡§å®¢ãã€ã€ã«ãã£ã®ç¢ºç«ã«ã€ãªããã§ãããã
äžåç£æ¥çã«ããããã¥ãŒãããŒã±ãã£ã³ã°ã®å¿çšã¯ããŸã çºå±éäžã®æ®µéã«ãããŸããããã®å¯èœæ§ã¯å€§ãããšèšããŸããæ¶è²»è ã®ç¡æèçãªåå¿ãç解ããããã«åºã¥ããããŒã±ãã£ã³ã°æœçãå±éããããšã§ãäžåç£æ¥çã¯ããã競äºåã®ããåžå Žããžã·ã§ã³ã確ç«ããããšãã§ããã§ããããä»åŸããã¥ãŒãããŒã±ãã£ã³ã°ã®ææ³ãç¥èŠãæŽã«æŽç·Žãããäžåç£æ¥çã«æµžéããŠããããšãæåŸ ãããŸãã
ãã¥ãŒãããŒã±ãã£ã³ã°ã®èª²é¡ãšå±æ
ãã¥ãŒãããŒã±ãã£ã³ã°ç 究ã«ãããå«çç課é¡
ãã¥ãŒãããŒã±ãã£ã³ã°ã¯ãæ¶è²»è ã®ç¡æèçãªåå¿ã枬å®ããããšãããå«ççãªèª²é¡ã«çŽé¢ããããšããããŸããç 究åå è ã®ãã©ã€ãã·ãŒãå®ããååãªã€ã³ãã©ãŒã ãã»ã³ã³ã»ã³ããåŸãããšãäžå¯æ¬ ã§ãããŸããç 究çµæã manipulative ãªæ¹æ³ã§å©çšãããããšãé²ããããé©åãªã¬ã€ãã©ã€ã³ã®èšå®ãšéµå®ãæ±ããããŸãã
ããã«ããã¥ãŒãããŒã±ãã£ã³ã°ç 究ã§ã¯ãç¹å®ã®è³é åã®æŽ»åãšæ¶è²»è è¡åã®é¢é£æ§ã瀺ãããšãå€ãã§ãããå æé¢ä¿ã®è§£éã«ã¯æ³šæãå¿ èŠã§ããè³ã®æŽ»åãã¿ãŒã³ãè€éã§ããããšãèæ ®ããé床ãªäžè¬åãé¿ããã¹ãã§ããããå«ççãªé æ ®ãæ ãããšãªãããã¥ãŒãããŒã±ãã£ã³ã°ã®å¥å šãªçºå±ãç®æãããšãéèŠã§ãã
ãã¥ãŒãããŒã±ãã£ã³ã°ã®æè¡çéçãšä»åŸã®çºå±å¯èœæ§
ãã¥ãŒãããŒã±ãã£ã³ã°ã¯ãæè¡çãªéçãæ±ããŠããŸããçŸåšã®æž¬å®æ©åšã¯ãå®éšå®€ç°å¢äžã§ã®äœ¿çšã«é©ããŠãããã®ã®ãæ¥åžžçãªæ¶è²»è è¡åãå®å šã«åçŸããããšã¯é£ããã§ãããããŸããå人差ãæåçèæ¯ã®åœ±é¿ãªã©ã枬å®çµæã®è§£éã«ã¯æ éããæ±ããããŸãã
ããããæè¡ã®é²æ©ã«äŒŽããããé䟵襲çã§æºåž¯å¯èœãªæž¬å®æ©åšã®éçºãé²ããããŠããŸããå°æ¥çã«ã¯ãå®éã®è³Œè²·ç°å¢ã«è¿ãç¶æ³äžã§ã®æ¶è²»è ã®ç¡æèçãªåå¿ã枬å®ããããšãå¯èœã«ãªããããããŸããããŸãã人工ç¥èœãããã°ããŒã¿è§£æãšã®èåã«ãããèšå€§ãªæž¬å®ããŒã¿ããææ矩ãªç¥èŠãåŒãåºãããšãã§ããã§ãããããã¥ãŒãããŒã±ãã£ã³ã°ã®æè¡çéçãèªèãã€ã€ãæ°ããªå¯èœæ§ãè¿œæ±ããŠããããšãéèŠã§ãã
äžåç£æ¥ã«ããããã¥ãŒãããŒã±ãã£ã³ã°ã®å°æ¥æ§ãšæåŸ ãããå¹æ
äžåç£æ¥çã«ããããã¥ãŒãããŒã±ãã£ã³ã°ã®å¿çšã¯ããŸã çºå±éäžã®æ®µéã«ãããŸããã倧ããªå¯èœæ§ãç§ããŠããŸããç©ä»¶ã®å 芧æã®è³æŽ»å枬å®ããåºåã«å¯Ÿããç¡æèçãªåå¿ã®åæãªã©ããã¥ãŒãããŒã±ãã£ã³ã°ã®ç¥èŠã掻ããããšã§ãæ¶è²»è ã®ããŒãºã«ããé©ããç©ä»¶ææ¡ãã³ãã¥ãã±ãŒã·ã§ã³ãå®çŸã§ããã§ãããã
ãŸãã顧客äœéšã®åäžã«åããŠãåºèèšèšãæ¥å®¢ã¹ã¿ã€ã«ã®æé©åã«ãã¥ãŒãããŒã±ãã£ã³ã°ã掻çšããããšã§ã顧客æºè¶³åºŠã®åäžãšé·æçãªé¢ä¿æ§ã®æ§ç¯ãæåŸ ã§ããŸããäžåç£è³Œå ¥ã«ãããææ決å®ããã»ã¹ã®ç解ãæ·±ãŸãããšã§ãæ¥çå šäœã®å¹çåãšãµãŒãã¹å質ã®åäžã«ã€ãªããå¯èœæ§ããããŸãã
ãã ãããã¥ãŒãããŒã±ãã£ã³ã°ã®å°å ¥ã«ã¯ãå°éç¥èãèšåæè³ãå¿ èŠã§ãããã³ã¹ã察å¹æãæ éã«èŠæ¥µããå¿ èŠããããŸãããŸããå«ççãªé æ ®ãæ ãããšãªããæ¶è²»è ã®ä¿¡é ŒãåŸãªãã掻çšããŠããããšãéèŠã§ããäžåç£æ¥çããã¥ãŒãããŒã±ãã£ã³ã°ãæŠç¥çã«æŽ»çšããæ¶è²»è å¿åã®ãµãŒãã¹æäŸãå®çŸããŠããããšã§ãæ¥çã®çºå±ãšç€ŸäŒç䟡å€ã®åµé ãæåŸ ãããŸãã
ãã¥ãŒãããŒã±ãã£ã³ã°ã¯ãæ¶è²»è ã®ç¡æèçãªåå¿ãç解ããããã®åŒ·åãªããŒã«ã§ãããå«ççãªèª²é¡ãæè¡çãªéçãèªèãã€ã€ãé©åã«æŽ»çšããŠããå¿ èŠããããŸããäžåç£æ¥çã«ãããŠã¯ããã¥ãŒãããŒã±ãã£ã³ã°ã®ç¥èŠã掻ããããšã§ãæ¶è²»è ã®ããŒãºã«ããé©ããç©ä»¶ææ¡ã顧客äœéšã®åäžãæåŸ ã§ããŸããä»åŸããã¥ãŒãããŒã±ãã£ã³ã°ã®ææ³ãç¥èŠãæŽã«æŽç·Žãããäžåç£æ¥çã®çºå±ã«å¯äžããŠããããšãæåŸ ãããŸããæ¥çé¢ä¿è ã¯ããã¥ãŒãããŒã±ãã£ã³ã°ã®å¯èœæ§ãæ¢æ±ãã€ã€ãå«ççãªé æ ®ãšæŠç¥çãªæŽ»çšãäž¡ç«ãããŠããããšãæ±ããããã§ãããã
ãŸãšã
ãã¥ãŒãããŒã±ãã£ã³ã°ã¯ãè³ç§åŠãç¥çµç§åŠã®ç¥èŠãå¿çšããæ¶è²»è ã®ç¡æèäžã§ã®åå¿ã枬å®ããããšã§ãäžåç£æ¥çã«ãããããŒã±ãã£ã³ã°æŠç¥ã®æé©åã«åœ¹ç«ã¡ãŸããç©ä»¶å 芧æã®è³æŽ»ååæãåºåã«å¯Ÿããæ ååå¿ã®æž¬å®ãªã©ããã¥ãŒãããŒã±ãã£ã³ã°ã®ææ³ã掻çšããããšã§ãæ¶è²»è ã®ããŒãºã«åã£ãç©ä»¶ææ¡ãããã説åŸåã®ããåºåå¶äœãå¯èœã«ãªããŸãããŸãã顧客äœéšã®åäžã«åããŠãåºèèšèšãæ¥å®¢ã¹ã¿ã€ã«ã®æé©åã«ããã¥ãŒãããŒã±ãã£ã³ã°ã®ç¥èŠã掻ãããã§ãããããã ããå«ççãªé æ ®ãšé©åãªæŽ»çšãæ±ããããŸããäžåç£æ¥çããã¥ãŒãããŒã±ãã£ã³ã°ãæŠç¥çã«åãå ¥ããããšã§ãæ¶è²»è å¿åã®ãµãŒãã¹æäŸãšæ¥çã®çºå±ãæåŸ ãããŸãã