Photo/Illutration Seiko Noda was involved in discussions with Justice Ministry officials as minister for gender equality last year over the issue of a separate-surname system in the government opinion survey. (Asahi Shimbun file photo)

Let us assume the menu at a sushi bar you visit for lunch offers three sets of assortments: one called “matsu” (pine) for 1,980 yen ($15), “take” (bamboo) for 1,280 yen and ume (Japanese apricot) for 980 yen.

Which one do you choose?

Many people often select the middle-priced bamboo set, according to a theory of behavioral economics.

The tendency to choose the middle option, which appears to be safer than the high-end and low-end alternatives, is called “extremeness aversion.”

It means marketers should offer the thing they want to sell most as the middle option.

The theory came to mind when I read a series of Asahi Shimbun articles about a government opinion survey concerning a system that allows married couples to use different surnames, such as women continuing to use their maiden names.

In the 2021 survey, the ratio of respondents who supported the introduction of such a system was in the 28-percent range, down sharply from the 42-percent range in 2017.

The articles showed the latest results were influenced by the way the answer options were designed.

In addition to “maintaining the current same-surname system” and “introducing a separate-surname system,” the survey gave an option in between--establishing a legal framework to let spouses continue to use their original family names.

The middle option came with the explanation that while the same-surname system will be maintained, the new legal framework will enable the use of original family names “on a wide range of occasions.”

It seems to be the option that the government wanted respondents to choose. 

Before the answer options were determined, some within the government called for dropping “on a wide range of occasions,” saying the phrase would manipulate public opinion.

But the Justice Ministry, which was primarily in charge of the survey, rejected the argument on the grounds that consideration should be given to the opinions of conservatives, according to the articles.

Some lawmakers of the ruling Liberal Democratic Party were critical of the survey, which had shown substantial public support for a separate-surname system.

In the 2021 survey, more respondents supported a new legal framework to enable the wider use of original family names than those who favored a separate-surname system.

If a polling organization has a questionable demand to accommodate, the opinion survey may have to be accompanied with a proviso: “Questions contain specific intentions. Please reply with great caution.”

--The Asahi Shimbun, Aug. 28

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Vox Populi, Vox Dei is a popular daily column that takes up a wide range of topics, including culture, arts and social trends and developments. Written by veteran Asahi Shimbun writers, the column provides useful perspectives on and insights into contemporary Japan and its culture.

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