Multi-sensory Consumer Behavior: Designing New In-store Experience
| Project/Area Number |
15K03753
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Kwansei Gakuin University |
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Principal Investigator |
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| Project Period (FY) |
2015-04-01 – 2019-03-31
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| Project Status |
Completed (Fiscal Year 2018)
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| Budget Amount *help |
¥4,680,000 (Direct Cost: ¥3,600,000、Indirect Cost: ¥1,080,000)
Fiscal Year 2017: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2016: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2015: ¥2,210,000 (Direct Cost: ¥1,700,000、Indirect Cost: ¥510,000)
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| Keywords | 消費者行動 / 消費者心理 / 感覚マーケティング / 実験心理学 / 消費者意思決定 / 音楽 / 消費者知覚 / 購買意思決定 / 感覚間相互作用 / クロスモダール対応 / インストア・マーケティング / マーケティング / 購買意思決定プロセス |
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| Outline of Final Research Achievements |
This study demonstrated that a display with light (dark) colored products positioned in the upper (lower) shelf positions increased shoppers’ perceptual fluency and facilitated their visual search. Moreover, the lightness-location congruent display was shown to influence people’s choice behavior positively as well. When consumers consider the lightness (in terms of their weight) of the products, they were more likely to choose light (vs. dark) colored products located in the upper shelf positions.
This study also demonstrated that low-frequency (vs. high-frequency) music increased perceived distance. Consequently, Low-frequency (high-frequency) music matched products with abstract (concrete) representations and marketing messages signifying far (near) psychological distance. Moreover, the study provided evidence that supports the congruency → fluency → evaluation chain (i.e., the mediating role of fluency), and showed that the congruency had downstream effects.
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| Academic Significance and Societal Importance of the Research Achievements |
異なる感覚間の対応関係に関する研究はマーケティングや消費者行動の分野で始まったばかりであり、本研究で示した成果がその端緒を開くことになるであろう。また、解釈レベル理論と感覚マーケティングという消費者行動研究において近年大きな注目を集めている2つの理論・枠組みを結びつけることで、消費者行動の理解を深化させることができた。
小売業者は、消費者の感覚対応と一致するように店舗内環境をデザインすることによって、買い物のしやすさを改善し、効率化させることで顧客のストレスを低減することができるだろう。
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Report
(5 results)
Research Products
(14 results)
