Influence of Colour Sensation to Consumer's Buying Motivation and Its Cross-Cultural Comparison

• Project/Area Number: 18300246
• Research Category: Grant-in-Aid for Scientific Research (B)
• Allocation Type: Single-year Grants
• Section: 一般
• Research Field: General human life sciences
• Research Institution: Kyoto Institute of Technology
• Principal Investigator: SATO Tetsuya Kyoto Institute of Technology, 工芸科学研究科, 教授 (20252546)
• Co-Investigator(Kenkyū-buntansha): SAKAMOTO Kazuko 京都工芸繊維大学, 工芸科学研究科, 准教授 (50379070) ; NAKA Ryusuke 京都工芸繊維大学, 工芸科学研究科, 教授 (10198020) ; MORIMOTO Kazunari 京都工芸繊維大学, 工芸科学研究科, 教授 (00127169) ; URAKAWA Hiroshi 京都工芸繊維大学, 工芸科学研究科, 教授 (10183211) ; OHTANI Yoshio 京都工芸繊維大学, 工芸科学研究科, 教授 (00192518) ; KAJIWARA Kanji 京都工芸繊維大学, 繊維科学センター, 特任教授 (10133133)
• Project Period (FY): 2006 – 2008
• Project Status: Completed (Fiscal Year 2008)
• Budget Amount: ¥17,450,000 (Direct Cost: ¥15,200,000、Indirect Cost: ¥2,250,000); Fiscal Year 2008: ¥3,640,000 (Direct Cost: ¥2,800,000、Indirect Cost: ¥840,000); Fiscal Year 2007: ¥6,110,000 (Direct Cost: ¥4,700,000、Indirect Cost: ¥1,410,000); Fiscal Year 2006: ¥7,700,000 (Direct Cost: ¥7,700,000)
• Keywords: 色彩感覚 / 消費購買動機 / 生活者 / 国際比較 / 色彩 / 感覚 / 印象 / 生活 / 環境 / ブランド戦略 / 測色

Research Abstract

本研究では,消費購買活動への色彩寄与,ならびに,その要因となる生活者の色彩感覚について検討した.具体的には,消費購買に関連する色彩感覚の抽出と数量的解析,色彩感覚や消費購買動機への色彩寄与とその国際比較,感覚と消費購買に対する脳活動の解析とその可能性の考察などを行った.その結果,消費購買動機については,たとえば和のテイストに見られる文化的因子の影響を抽出した.また,消費購買動機の要因になると思われる季節感などの色彩感覚の数量化を行い,その計測評価システムを開発した.一方で,消費購買動機への色彩の寄与は,対象となる生活用品毎に色彩寄与の程度に差があること,各国間での類似点と相違点を見出した.

Research Products

• [Journal Article] Measuringperceived surface facets and internal contours in 'KANIZSA' cubes (2008)
  • Author(s): G.J. van Tonder, Y. Ohtani
  • Journal Title: Gestalt Theory vol. 30 Pages: 53-60
  • Peer Reviewed
• [Journal Article] Shing-Sheng Guan, J. Valldeperas,Manuel Jose Lis, Monica Billger, Analysis of Cross-Cultural Color Emotion (2007)
  • Author(s): Xiao-Ping Gao, John H. Xin, Tetsuya Sato, Aran Hansuebsai, Marcello Scalzo, Kanji Kajiwara
  • Journal Title: Color Research & Application vol.32 Pages: 223-229
  • Peer Reviewed
• [Journal Article] Analysis of Cross-Cultural Color Emotion (2007)
  • Author(s): Xiao-Ping Gao, John H. Xin, Tetsuya Sato, Aran Hansuebsai, Marcello Scalzo, Kanji Kajiwara, Shing-Sheng Guan, J. Valldeperas, Manuel Jose Lis, Monica Billger
  • Journal Title: Color Research & Application 32 Pages: 223-229
  • Peer Reviewed
• [Journal Article] Estimation of the timing of human visual perception from magnetoencephalography (2006)
  • Author(s): K. Amano, N. Goda, S. Nishida, Y. Ejima, T. Takeda, Y. Ohtani
  • Journal Title: Journal of Neuroscience vol. 26, No. / 15 Pages: 3981-3991
  • NAID: 120001083773
  • Peer Reviewed
• [Journal Article] Color Marketing and Its Analysis (2006)
  • Author(s): Kazuko Sakamoto, Tetsuya Sato, Kazunari Morimoto, Ryusuke Naka, Yoshio Ohtani, Hiroshi Urakawa, Kanji Kajiwara
  • Journal Title: Proceedings of the Microsymposium of Colour Research and Application Pages: 29-31
• [Journal Article] Cultural Preferences for Hair Colour (2006)
  • Author(s): Yohsuke Kato, Vien.Cheung, Saori Kitaguchi, Stephen Westland, Hidekazu Yasunaga, Tetsuya Sato
  • Journal Title: Proceedings of AIC 2006 Pages: 44-47
• [Journal Article] Impression Given to Customer by CI Colour, and Its Analysis (2006)
  • Author(s): Tetsuya Sato, Kazuko Sakamoto, Hiroyuki Kitaura, Humi Ide
  • Journal Title: Proceedings of the 3rd International Symposium for Materials ＆ Kansei in Textiles/Fashion Pages: 87-91
• [Journal Article] Colour Tolerance for Coloured Paper (2006)
  • Author(s): Tetsuya Sato, Kyohei Itotani, Hiroko Yokura, Sachiko Nakao
  • Journal Title: Proceedings of the 35th Textile Research Symposium Pages: 284-288
• [Journal Article] H. Fukuyama, Y. Ejima, Neuralmechanisms for perceptual permanency: an fMRI study of tunnel effect
  • Author(s): S. Takahashi, H. Ban, Y. Ohtani, N. Sawamoto
  • Journal Title: Gestalt Theory vol. 30 Pages: 39-52
  • Peer Reviewed
• [Journal Article] Analysis of Cross-cultural Color Emotion
  • Author(s): Xiaopin Gao, John Xin, Marcello Scalzo, Aran Hansuebsai, Monica Billger, Tetsuya Sato, Josep Valldeperas, Shinson Guan
  • Journal Title: Color Research and Application (in press)
• [Presentation] Numerical Expression of Colour Emotion and Its Application : Summary of Previous Studies (2008)
  • Author(s): Tetsuya Sato
  • Organizer: The 5th International Symposium for Materials & Kansei in Textile-Fashion
  • Place of Presentation: Daegu, Korea
  • Year and Date: 2008-08-02
• [Presentation] アパレル業界におけるコモディティ化と消費者行動 (2008)
  • Author(s): 坂本和子
  • Organizer: 日本繊維製品消費科学会2008年度年次大会
  • Place of Presentation: 愛知県
  • Year and Date: 2008-06-21
• [Presentation] Contribution of Colour for Consumer Buying Interests-Cross-Cultural Comparison of Japanese, Spanish and Thai Data Sets- (2008)
  • Author(s): Tetsuya Sato
  • Organizer: AIC 2008 Sweden
  • Place of Presentation: Stockholm, Sweden
  • Year and Date: 2008-06-16
• [Presentation] Sensory Bioengineering Design: Colour, Textile, and Human (2008)
  • Author(s): Tetsuya Sato
  • Organizer: Proceedings of Textile Bioengineering and Informatics Symposium 2008
  • Place of Presentation: Hong Kong
• [Presentation] Contribution of Colour to Consumer Purchase Motivation (2008)
  • Author(s): Tetsuya Sato, Fumi Ide, Kazuko Sakamoto, Aran Hansuebsai, Manel Lis, Josep Valldeperas
  • Organizer: International Conference on Colour Emotion Research and Application
  • Place of Presentation: Yunlin Taiwan
• [Presentation] 購買行動に及ぼす和テイスト効力 (2008)
  • Author(s): 坂本和子
  • Organizer: 日本デザイン学会2008 春季大会
  • Place of Presentation: 広島
• [Presentation] Contribution of Colour for Consumer Buying Motivation - Cross-cultural Comparison of Japanese, Spanish and Thai Data Sets - (2008)
  • Author(s): Tetsuya Sato, Fumi Ide, Kazuko Sakamoto, Aran Hansuebsai, Manel Lis, Josep Valldeperas
  • Organizer: AIC 2008 Colour - Effects & Affects
  • Place of Presentation: Stockholm Sweden
• [Presentation] Numerical Expression of Colour Emotion and its Application (2008)
  • Author(s): Tetsuya Sato
  • Organizer: The 1st International Conference of Applied Arts: Applied Arts & Future Expectations
  • Place of Presentation: Damietta Egypt
• [Presentation] オフィス空間の色彩が行動イメージに与える影響 (2007)
  • Author(s): 岡田佑介, 松本裕司, 仲隆介, 山口重之
  • Organizer: 日本建築学会 第30回情報・システム・利用・技術シンポジウム論文集, pp.91-96, 2007
  • Place of Presentation: 東京
  • Year and Date: 2007-12-14
• [Presentation] ワークプレイス内の色彩が行動イメージに与える影響-CGパースを用いた視感評価- (2007)
  • Author(s): 岡田佑介, 松本裕司, 仲隆介, 山口重之
  • Organizer: 日本建築学会2007年度大会学術講演梗概集 E-1分冊建築計画, pp.545-546, 2007
  • Place of Presentation: 福岡
  • Year and Date: 2007-08-30
• [Presentation] CI Colours of Textile Companies for Brand Identities (2007)
  • Author(s): Fumi Ide, Tetsuya Sato, Kazuko Sakamoto
  • Organizer: The 4th International Symposium for Material & Kansei in Textiles-Fashion
  • Place of Presentation: Kyotango, Japan
  • Year and Date: 2007-08-24
• [Presentation] Season Reminded from Colour and Its Computer Predicting System (2007)
  • Author(s): Yoshiaki Matsui, Masumi Iwasa, Tetsuya Sato, Taeko Nakamura, Manel Lis, Josep Valldeperas
  • Organizer: The 4th International Symposium for Material & Kansei in Textiles-Fashion
  • Place of Presentation: Kyotango, Japan
  • Year and Date: 2007-08-24
• [Presentation] The Contribution of CI Colours for The Brand Identities of Companies (2007)
  • Author(s): Fumi Ide, Tetsuya Sato, Aran Hansuebsai
  • Organizer: AIC 2007 China
  • Place of Presentation: Hanzhou, China
  • Year and Date: 2007-07-13
• [Presentation] A Computer System for Estimating Season Reminded from Colour (2007)
  • Author(s): Yoshiaki Matsui, Tetsuya Sato, Taeko Nakamura, Manel Lis, Josep Valldeperas
  • Organizer: AIC 2007 China
  • Place of Presentation: Hanzhou, China
  • Year and Date: 2007-07-13
• [Presentation] A second order feedback model of visual transduction in cones of the monkey Macaca Fascicularis (2007)
  • Author(s): G.J. van Tonder & Y. Ohtani
  • Organizer: The 23rd Annual Meeting of the International Society for Psychophysics
  • Place of Presentation: Tokyo Japan
• [Presentation] A comparison of symmetry salience in computer vs design-expert generated dot patterns (2007)
  • Author(s): A. Shinba, T. Sayama, Y. Nakano, G.J. van Tonder & Y. Ohtani
  • Organizer: The 23rd Annual Meeting of the International Society for Psychophysics
  • Place of Presentation: Tokyo Japan
• [Presentation] The Comparative Analysis of Japanese Tastes in Asia (2007)
  • Author(s): Kazuko Sakamoto, Tetsuya Sato
  • Organizer: International Conference on Kansei Engineering and Emotion Research
  • Place of Presentation: Sapporo Japan
• [Presentation] 局所的要素の方位が大域的対称性知覚に及ぼす影響の検討 (2007)
  • Author(s): 榛葉敦哉,van Tonder G.J.,大谷芳夫
  • Organizer: 日本視覚学会2007年夏季大会
  • Place of Presentation: 愛知
• [Presentation] The Contribution of CI Colours for The Brand Identities of Companies (2007)
  • Author(s): Fumi Ide, Tetsuya Sato, Aran Hansuebsai
  • Organizer: AIC2007
  • Place of Presentation: Hangzhou China
• [Presentation] A Computer System for Estimating Season Reminded from Colour (2007)
  • Author(s): Yoshiaki Matsui, Tetsuya Sato, Taeko Nakamura, Manel Lis, Josep Valldeperas
  • Organizer: AIC2007
  • Place of Presentation: Hangzhou China
• [Presentation] Textile Design Concepts for the Consumer Culture in the Mode Business (2007)
  • Author(s): Kanako Osawa, Kazunari Morimoto
  • Organizer: The 9th Asian Textile Conference
  • Place of Presentation: Taiwan
• [Presentation] 和テイストのイメージ構造と嗜好の関係 (2007)
  • Author(s): 坂本和子,蔦谷美咲
  • Organizer: 日本マーケティングサイエンス学会第81 回研究大会
  • Place of Presentation: 兵庫
• [Presentation] 美味しそうを演出する和テイストの定量分析 (2006)
  • Author(s): 坂本和子
  • Organizer: 日本マーケティングサイエンス学会第80 回研究大会
  • Place of Presentation: 神奈川
• [Presentation] Evaluation of Colour Harmony of Thai Observers for CRT-Colour Samples (2006)
  • Author(s): Suchitra Sueeprasan, Tetsuya Sato
  • Organizer: AIC2006
  • Place of Presentation: Johannesburg South Africa
• [Presentation] Color Marketing and Its Analysis (2006)
  • Author(s): Kazuko Sakamoto, Tetsuya Sato, Kazunari Morimoto, Ryusuke Naka, Yoshio Ohtani, Hiroshi Urakawa, Kanji Kajiwara
  • Organizer: Microsymposium on Colour Research and Application
  • Place of Presentation: Kyoto Japan
• [Presentation] Impression Given to Customer by CI Colour, and Its Analysis (2006)
  • Author(s): Tetsuya Sato, Kazuko Sakamoto, Hiroyuki Kitaura, Humi Ide
  • Organizer: The 3rd International Symposium for Materials & Kansei in Textiles/Fashion
  • Place of Presentation: Jeju Korea