Nagaoka University of Technology -> Muneo Kitajima -> Publications -> Here

Last updated: 15-May-2010

--

Kitajima, M. (2010)

Cognitive Chrono-Ethnography: A Method for Understanding People's Conscious and Unconscious Behavioral Selections while Receiving Services.

Our 24-hour day is roughly divided into three categories; the hours for work, the hours for biological activities, and the hours for leisure activities. Recently, with the development of ICT, many leisure-time opportunities have been provided by a number of service industries. Whether to use the service repeatedly or quit using it is solely up to the receptor of service, and the decision is not critical. However, since our ultimate purpose of living is to spend hours of satisfaction, provision of appropriate services to an individual receptor is of vital importance. Part of our behavior is conscious but the rest is unconscious. Conscious behavior is controlled by rational processing system, whereas unconscious behavior is controlled by experiential processing system. Table 1 summarizes the differences between these two processing systems. Rational system is analytic, and therefore analytical method can be applied to understand conscious human behavior. On the other hand, experiential system is holistic. Therefore such method as Kansei-engineering is appropriate to understand unconscious human behavior. However, since service is intangible, heterogeneous, simultaneous in production and consumption, and perishable, conscious and unconscious behavior might occur simultaneously while receiving service. The purpose of my presentation is to introduce a new method for studying service receptors’ conscious and unconscious behavioral selections while receiving service, "Cognitive Chrono-Ethnography," CCE in short, that has been developed by our group.

Download

• paper (pdf file)
• 2.4MB
• presentation slides (pdf file)
• 36.5MB

Nagaoka University of Technology -> Muneo Kitajima -> Publications -> Here

mkitajima@kjs.nagaokaut.ac.jp