Studies on the mechanism of semantic cues effects in consumer behavior

• Project/Area Number: 15K03723
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Keio University
• Principal Investigator: SHIRAI Miyuri 慶應義塾大学, 商学部(三田), 教授 (10303067)
• Project Period (FY): 2015-04-01 – 2019-03-31
• Project Status: Completed (Fiscal Year 2018)
• Budget Amount: ¥4,420,000 (Direct Cost: ¥3,400,000、Indirect Cost: ¥1,020,000); Fiscal Year 2018: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000); Fiscal Year 2017: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000); Fiscal Year 2016: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000); Fiscal Year 2015: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
• Keywords: 消費者行動 / 消費者の知覚 / 意味的手がかり / 価格 / 品質 / 値引き / 値引き情報 / 価格情報 / テンシル価格訴求 / 価格と値引きのフレーミング / 高品質低価格訴求 / 意味的手がかかり / 価格のリフレーミング

Outline of Final Research Achievements

Semantic cues are information or expressions that facilitate consumers’ ability to evaluate an offer. They are provided in a shopping context so that consumers use them to make an inference or a judgment about the target product. Those cues include product attributes that are generally provided by manufactures and expressions that are mostly provided by retailers. This research mainly focused on the latter type as many research issues remained unsolved. It examined the effects of various cues on consumers’ evaluation in the two contexts: a context in which a product was sold at a full price and a context in which price promotion is offered.

Academic Significance and Societal Importance of the Research Achievements

意味的手がかりは、買い物環境で提供されている製品や販売に関する情報で、消費者の推論や判断に影響を与える。その重要度の高さにも関わらず、そこに焦点を当てた研究は依然として限られている。本研究は先行研究をレビューし、まだ十分に解明されていない研究課題を整理した上で、それら対する消費者の知覚や態度を分析した。本研究から得られた成果は消費者行動の更なる理解につながるものであり、研究の意義は大きく学術的独自性と創造性は十分に高いといえる。また、本研究が対象とした意味的手がかりは実際の市場において企業が頻繁に採用しているものであり、研究成果の実務的有用性も高いといえる。

Research Products

• [Journal Article] Moderating effects of consumption domain and consumer characteristics on the impact of tensile price claims (2019)
  • Author(s): Miyuri Shirai
  • Journal Title: Proceedings of the 2nd Global Conference on Business Management and Economics Volume: - Pages: 26-36
  • Peer Reviewed
• [Journal Article] Framing Price Promotion: The Effects of the Price Frame and the Saving Frame (2018)
  • Author(s): Shirai, Miyuri
  • Journal Title: Journal of Global Business Management and Economics Volume: 1 Pages: 67-76
  • Peer Reviewed
• [Journal Article] Consumer Perceptions of Price Reframing in an In-Store Decision Context (2018)
  • Author(s): Shirai, Miyuri
  • Journal Title: Journal of Finance and Economics Volume: 7 Issue: 1 Pages: 20-29
  • DOI: 10.12735/jfe.v7n1p20
  • Peer Reviewed / Open Access
• [Journal Article] Underdog Effects: The Role of Consumption Domain and Retail Crowding (2017)
  • Author(s): Shirai, Miyuri
  • Journal Title: Journal of Consumer Marketing Volume: 34 Issue: 5 Pages: 384-392
  • DOI: 10.1108/jcm-07-2016-1872
  • Peer Reviewed
• [Journal Article] Effects of Price Reframing Tactics on Consumer Perceptions (2017)
  • Author(s): Shirai, Miyuri
  • Journal Title: Journal of Retailing and Consumer Services Volume: 34 Pages: 82-87
  • DOI: 10.1016/j.jretconser.2016.09.009
  • Peer Reviewed / Open Access
• [Journal Article] 広告におけるテンシル価格訴求の効果 (2016)
  • Author(s): 白井美由里
  • Journal Title: 日経広告研究所報 Volume: 285 Pages: 2-9
  • NAID: 40020731697
• [Journal Article] Impact of 'High Quality, Low Price' Appeal on Consumer Evaluations (2015)
  • Author(s): Shirai, Miyuri
  • Journal Title: Journal of Promotion Management Volume: 21 Issue: 6 Pages: 776-797
  • DOI: 10.1080/10496491.2015.1088922
  • Peer Reviewed / Open Access / Int'l Joint Research
• [Presentation] Moderating Effects of Consumption Domain and Consumer Characteristics on the Impact of Tensile Price Claims (2019)
  • Author(s): Shirai, Miyuri
  • Organizer: 2nd Global Conference on Business Management and Economics
  • Int'l Joint Research
• [Presentation] Framing Price Promotion: The Effects of the Price Frame and the Saving Frame (2018)
  • Author(s): Shirai, Miyuri
  • Organizer: 1st Global Conference on Business Management and Economics
  • Int'l Joint Research
• [Presentation] 価格のリフレーミング －リフレーミング単位の分析ー (2015)
  • Author(s): 白井美由里
  • Organizer: 日本商業学会
  • Place of Presentation: 高松市（日本）
  • Year and Date: 2015-05-31
• [Remarks] ・Miyuri Shirai's HomePage:
  • URL: http://www.sciencedirect.com/science/article/pii/S0969698916302600
• [Remarks] ・ｒesearchmap：
  • URL: http://researchmap.jp/read0055898/
• [Remarks] ・慶應義塾大学商学部教員紹介：
  • URL: http://www.fbc.keio.ac.jp/teacher/staff_list/miyurishirai/index.html
• [Remarks] Miyuri Shirai's Homepage
  • URL: http://miyurishirai.my.coocan.jp/
• [Remarks] 慶應義塾大学商学部教員紹介
  • URL: http://www.fbc.keio.ac.jp/teacher/staff_list/miyurishirai/index.html