Title Page
Contents
ABSTRACT 7
1. INTRODUCTION 10
1.1. Research Background 10
1.2. Research Purpose 12
2. LITERATURE REVIEW 13
2.1. Consumer of Knowledge 13
2.1.1. Subject knowledge and Objective knowledge 13
2.1.2. Information Processing 17
2.2. Intertemporal Decision 19
2.2.1. The discounted Utility 19
2.2.2. Hyperbolic Discounting 23
2.2.3. Social Distance 26
2.3. Attribute 27
2.3.1. Hedonic versus Utilitarian 27
2.3.2. Promotion versus Prevention 28
3. HYPOTHESES 30
4. RESEARCH METHODS 35
5. RESULT 37
6. DISCUSSION 58
REFERENCE 62
ABSTRACT 71
Table 1. Definition of Product Knowledge 16
Table 2. Empirical Estimates of Discount Rates 22
Table 3. Total Variance Explained 36
Table 4. Demographic Characteristics 38
Table 5. Regression analysis of future value among money, period and knowledge(6m vs.10yr) 41
Table 6. 3 ways analysis of future value among money, period and knowledge(6m vs.10yr) 42
Table 7. Regression analysis of future value among money, period and knowledge (6m vs.10yr) 43
Table 8. Regression analysis of future value among money, period and knowledge (18m vs.10yr) 44
Table 9. Regression analysis of future value among money, period and knowledge (18m vs.llyr) 45
Table 10. Simple regression analysis for attribute and period 49
Table 11. General Linear Model of future value (utility vs. Hedonic in 3yr vs. 7yr) 49
Table 12. General Linear Model of future value (utility vs. Hedonic in 2yr vs. 10yr) 50
Table 13. General Linear Model of future value(House Installment Saving vs. Sharing for the poor saving) 52
Table 14. General Linear Model of future value (House Installment Saving vs. Movie love Saving 53
Table 15. General Linear Model of future value 55
Figure 1. Hyperbolic Discount Function 25
Figure 2. Figure Difference of the level of the knowledge (1yr vs. 10yr) 42
Figure 3. Difference of the level of the knowledge(6mon vs. 10yr) 43
Figure 4. Difference of the level of the knowledge(18m vs. 10yr) 44
Figure 5. Difference of the level of the knowledge(18m vs. 11yr) 45
Figure 6. Discounting rate function 46
Figure 7. Discounting rate of savings by exponential function 47
Figure 8. Difference of the level of the knowledge(3yr vs. 7yr) 50
Figure 9. Difference of the level of the knowledge(2yr vs. 10yr) 51
Figure 10. Difference of the level of the knowledge(House Installment Saving vs. Sharing for the poor Saving) 52
Figure 11. Difference of the level of the knowledge(House Installment Saving vs. Movie love Saving) 53
Figure 12. Discounting rate of attribute by exponential function 54
Figure 13. Figure 13. Difference of the level of the knowledge by promotion/prevention 56