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We make various decisions every day. The research I have conducted so far has focused on decision-making regarding purchases and consumption based on the premise that the person purchasing the product or service is the same as the person consuming it. However, over the past few years, triggered by childbirth, childcare, and nursing care, I have become interested in purchasing decisions where the purchaser is not the consumer. While making decisions as a parent for a child, or as a child for a parent, I occasionally feel the difficulty of deriving a solution. Therefore, I began to think about why decision-making for "someone else" other than oneself is so difficult.

I believe the difficulty of decision-making for "someone else" stems from the fact that, as long as this decision is for an "other," information from the "other's perspective" cannot be ignored. Purchasers feel satisfaction with their own decision-making by seeing the other person satisfied with the product or service they have chosen. Therefore, for a purchaser to make a satisfying decision, it is necessary to choose an option that the other person will be satisfied with, and the purchaser must consider not only their own evaluation of the options but also the other person's evaluation.

However, considering the "other's perspective" is thought to complicate decision-making. For example, if the evaluation of options differs between the purchaser and the other person, the purchaser must decide which evaluation to prioritize while considering factors such as the length and depth of the relationship with the other person. Furthermore, if the purchaser cannot obtain the other person's evaluation of the options (e.g., the other person is a preschooler or an elderly person with low ability to evaluate options, or the purchaser is considering a purchase without the other person's knowledge), the purchaser must predict the other person's evaluation. The difficulty of this prediction is thought to change depending on the characteristics of the subject of the decision (e.g., tangible goods such as handkerchiefs or sweets, or intangible credence goods such as childcare, education, nursing care, or medical care) and the amount of knowledge the purchaser has regarding that subject. In this way, decision-making for "someone else" becomes difficult due to the overlap of various factors precisely because the purchaser cares about the other person.

Among the various decisions we make every day, decision-making for "someone else" is just one example. Moving forward, I intend to continue focusing on the diverse and complex decision-making of consumers and strive for research that deepens the understanding of consumers.