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The influence of advertising expression of OTC drugs on decision making process through perceptual risk

Research Project

Project/Area Number 15K13051
Research Category

Grant-in-Aid for Challenging Exploratory Research

Allocation TypeMulti-year Fund
Research Field Commerce
Research InstitutionHosei University

Principal Investigator

KITAURA Koji  法政大学, 社会学部, 准教授 (90565300)

Co-Investigator(Kenkyū-buntansha) 水島 宏明  法政大学, 社会学部, 教授 (10633589)
諸上 茂光  法政大学, 社会学部, 准教授 (60422200)
宇野 斉  法政大学, 社会学部, 教授 (70262491)
荻谷 光晴  神奈川大学, 工学部, 助教 (00509086)
Project Period (FY) 2015-04-01 – 2018-03-31
Project Status Completed (Fiscal Year 2017)
Budget Amount *help
¥3,380,000 (Direct Cost: ¥2,600,000、Indirect Cost: ¥780,000)
Fiscal Year 2016: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2015: ¥2,340,000 (Direct Cost: ¥1,800,000、Indirect Cost: ¥540,000)
Keywords心理的リスク / 社会的リスク / 消費者行動 / 知覚リスク / 広告効果
Outline of Final Research Achievements

Along with the policy recommended by self-medication, while the OTC drugs market is expected to continue to grow in the future, the OTC pharmaceutical market needs a marketing strategy that fully responds to perceptual risks that consumers have. On the other hand, even looking at overseas precedent cases, the influence of public opinion formed by mass media cannot be ignored as a background context when consumers conduct risk assessment. Therefore, we first classify a variety of OTC drugs into several categories based on the factors of perceptual risk, and analyze the characteristics of the consumer's decision-making process in each segment. Then build a convincing communication model consistent with each segment. Furthermore, we perform cognitive psychological experiments using virtual TVCM based on model and verify the validity of this model.

Report

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

    (1 results)

All 2015

All Presentation (1 results)

  • [Presentation] 消費者が症状別に知覚するリスクの特性に対応したOTC医薬品広告の考察2015

    • Author(s)
      穂坂洋美,諸上茂光
    • Organizer
      日本経営システム学会
    • Place of Presentation
      北九州国際会議場(福岡県,北九州市)
    • Year and Date
      2015-09-02
    • Related Report
      2015 Research-status Report

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Published: 2015-04-16   Modified: 2019-03-29  

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