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15 Bearden, W. O. and Rose, R. (1990), "Attention to Social Comparison Information: An Individual Difference Factor Affecting Consumer Conformity," Journal of Consumer Research, Vol.16, pp Bettman, J. R. (1986), "Consumer Psychology," Annual Review of Psychology, Vol.37, pp Bettman, J. R. (1988), "Processes of Adaptivity in Decision Making," in M. J. Houston (Ed.), Advances in Consumer Research, Vol.15, pp.1-4. Burnkrant, R. E. and Page, T. J., Jr. (1982), "On the Management of Self Images in Social Situation," in A. Mitchell (ed.), Advances in Consumer Research, Vol.9, pp Burton, S. and Zinkhan, G. M. (1987), "Changes in Consumer Choice: Further In vestigation of Similarity and Attraction Effects," Psychology and Marketing, Vol.4 (Fall), pp Carpenter, G. S. and Nakamoto, K. (1988), "Market Pioneering, Learning, and Pre ference, "in M. J. Houston (ed.), Advances in Consumer Research, Vol.15, pp Fenigstein, A., Scheier, M. F., and Buss, A. H.(1975), "Public and Private Self-

16 Consciousness: Assessment and Theory," Journal of Consulting and Clinical Psychology, Vol.43, pp Hauser, J. R. (1986), "Agendas and Consumer Choice," Journal of Marketing Research, Vol.23, pp Herr, P. M. and Kardes, F. R. (1989), "Context Effects in Consumer Judgment and Choice," in T. K. Srull (ed.), Advances in Consumer Research, Vol.16, pp Hirschman, E. C. (1989), Interpretive Consumer Research, Provo, UT: Association for Consumer Research. Huber, J., Payne, J. W., and Puto, C.(1982), "Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis," Jour-nal of Consumer Research, Vol.9, pp Huber, J. and Puto, C. (1983) "Market Boundaries and Product Choice: Illustrating Attraction and Substitution Effects." Journal of Consumer Re-search, Vol.10, pp Johnson, M. D., and Puto, C. P.(1987), "A Review of Consumer Judgment and Choice," Proceedings, American Marketing Association. Kahneman, D. and Tversky, A. (1979), "Prospect Theory: An Analysis of Decision Making Under Risk", Econometrica, Vol.47, pp Kardes, F. R., Hen, P. M., and Malino, D.(1989), "Some New Light on Substitution and Attraction Effects," In T. K. Srull(Ed.), Advances in Consumer Research, Vol.16, pp Levin, L P. and Gaeth, G. J. (1988), "How Consumers Are Affected By the Framing of Attribute Information Before and After Consuming the Product," Journal of Consumer Research, Vol.15, pp Luce, R. D. (1959), Individual Choice Behavior, New York: John Wiley. Payne, J. W. (1982), "Contingent Decision Behavior," Psychological Bulletin, Vol.92, pp Punj, G. N. and Stewart, D. W. (1983), "An Interaction Framework of Consumer De cision Making," Journal of Consumer Research, Vol.10, pp Puto, C. P. (1987), "Ihe Framing of Buying Decisions," Journal of Consumer Research, Vol.10, pp

17 Ratneshwar, S., Shocker, A. D., and Stewart, D. W.(1987), "Toward Understanding the Attraction Effect: The Implications of Product Stimulus Meaningfulness and Familiarity," Journal of Consumer Research, Vol.13, pp Rowe, D. and Puto, C. P. (1987), "Do Consumers' Reference Points Affect Their Buying Decisions?" in M. Wallendorf and P. F. Anderson(Eds.), Advances in Consumer Research, Vol.14, pp Shugan, S. M.(1980), "I'he Cost of Thinking," Journal of Consumer Research, Vol.7, pp Simonson, I.(1989), "Choice Based on Reasons: The Case of Attraction and Compromise Effects," Journal of Consumer Research, Vol.16, pp Snyder, M. (1974), "Self-monitoring of Expressive Behavior," Journal of Per-sonarity and Social Psychology, Vol.30, pp Stewart, D. W.(1989), "On the Meaningfulness of Sensory Attributes: Further Evi-dence on the Attraction Effect," in T. K. Srull(Ed.), Advances in Consumer Research, Vol.16, pp Sujan, M. and Tybout, A. M.(1988), "Application and Extensions of Categorization Research in Consumer Behavior," in Michael J. Houston(Ed.), Advances in Consumer Research, Vol.15, pp Thaler, R.(1985), "Mental Accounting and Consumer Choice," Marketing Science, Vol.4, pp Tversky, A. (1972), "Elimination By Aspects: A Theory of Choice," Psychological Review, Vol.79, pp

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ﬁc‚º/’ÓŠ¹ Examination of the Role of Ideal Point at the Preference Construction from the Perspective of Decision Context Effect TAMURA Mafumi Preference of a decision maker has been shown its situation dependence.