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Multi-sensory Consumer Behavior: Designing New In-store Experience

Research Project

Project/Area Number 15K03753
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Commerce
Research InstitutionKwansei Gakuin University

Principal Investigator

SUNAGA Tsutomu  関西学院大学, 商学部, 教授 (20438914)

Project Period (FY) 2015-04-01 – 2019-03-31
Project Status Completed (Fiscal Year 2018)
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)
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
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.

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。

Report

(5 results)
  • 2018 Annual Research Report   Final Research Report ( PDF )
  • 2017 Research-status Report
  • 2016 Research-status Report
  • 2015 Research-status Report
  • Research Products

    (14 results)

All 2018 2016 2015 Other

All Int'l Joint Research (3 results) Journal Article (3 results) (of which Int'l Joint Research: 1 results,  Peer Reviewed: 3 results) Presentation (6 results) (of which Int'l Joint Research: 3 results,  Invited: 2 results) Book (2 results)

  • [Int'l Joint Research] Grenoble Ecole de Management(フランス)

    • Related Report
      2018 Annual Research Report
  • [Int'l Joint Research] University of Oxford(United Kingdom)

    • Related Report
      2016 Research-status Report
  • [Int'l Joint Research] University of Oxford(United Kingdom)

    • Related Report
      2015 Research-status Report
  • [Journal Article] Music Frequency and Consumers' Perceptions2018

    • Author(s)
      Tsutomu Sunaga
    • Journal Title

      Society for Consumer Psychology 2018 Winter Conference Proceedings

      Volume: - Pages: 690-692

    • Related Report
      2018 Annual Research Report
    • Peer Reviewed
  • [Journal Article] How the Sound Frequency of Background Music Influences Consumers’ Perceptions and Decision Making2018

    • Author(s)
      Tsutomu Sunaga
    • Journal Title

      Psychology & Marketing

      Volume: 35 Issue: 4 Pages: 253-267

    • DOI

      10.1002/mar.21084

    • Related Report
      2017 Research-status Report
    • Peer Reviewed
  • [Journal Article] Effects of Lightness-Location Congruency on Consumers' Purchase Decision-Making2016

    • Author(s)
      Tsutomu Sunaga, Jaewoon Park, and Charles Spence
    • Journal Title

      Psychology and Marketing

      Volume: 33 (11) Issue: 11 Pages: 934-950

    • DOI

      10.1002/mar.20929

    • Related Report
      2016 Research-status Report
    • Peer Reviewed / Int'l Joint Research
  • [Presentation] 感覚マーケティングと消費者心理2018

    • Author(s)
      須永 努
    • Organizer
      日本心理学会公開シンポジウム(科学としての心理学シリーズ:消費者の心理を探る)
    • Related Report
      2018 Annual Research Report
    • Invited
  • [Presentation] センサリー・マーケティングと解釈レベル理論のつながり2018

    • Author(s)
      須永 努
    • Organizer
      センサリー・マーケティング連続シンポジウム 第1回 「我が国におけるセンサリー・マーケティングの可能性と課題」
    • Related Report
      2018 Annual Research Report
    • Invited
  • [Presentation] Music Frequency and Consumers’ Perceptions2018

    • Author(s)
      Tsutomu Sunaga
    • Organizer
      Society for Consumer Psychology (SCP) Annual 2018 Winter Conference
    • Related Report
      2017 Research-status Report
    • Int'l Joint Research
  • [Presentation] 感覚マーケティングと感覚間相互作用2018

    • Author(s)
      須永 努
    • Organizer
      第55回消費者行動研究コンファレンス
    • Related Report
      2017 Research-status Report
  • [Presentation] Brightness-Location Congruency Effects on Consumer Behavior in Retail Context2015

    • Author(s)
      Sunaga, Tsutomu and Jaewoo Park
    • Organizer
      Institute for Operations Research and the Management Sciences (INFORMS) Annual Meeting 2015
    • Place of Presentation
      Pennsylvania, Philadelphia, U.S.A.
    • Year and Date
      2015-11-03
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Presentation] The Spatial-Temporal Congruency Effect of Product Direction and Position on Product Attitude2015

    • Author(s)
      Park, Jaewoo, Tsutomu Sunaga, Taku Togawa, and Hiroaki Ishii
    • Organizer
      123rd Annual American Psychological Association (APA) Convention
    • Place of Presentation
      Toronto, Canada
    • Year and Date
      2015-08-08
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Book] 消費者理解に基づくマーケティング:感覚マーケティングと消費者情報消化モデル2018

    • Author(s)
      須永 努
    • Total Pages
      226
    • Publisher
      有斐閣
    • ISBN
      9784641165311
    • Related Report
      2018 Annual Research Report
  • [Book] フェイス・トゥ・フェイス・ブック : クチコミ・マーケティングの効果を最大限に高める秘訣2016

    • Author(s)
      エド・ケラー,ブラッド・フェイ著 澁谷覚、久保田進彦、須永努訳
    • Total Pages
      394
    • Publisher
      有斐閣
    • Related Report
      2016 Research-status Report

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Published: 2015-04-16   Modified: 2020-03-30  

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