Research on Donation Competition and Formation of Social Norms in Social Marketing

• Project/Area Number: 18K01878
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 07090:Commerce-related
• Research Institution: Okayama University
• Principal Investigator: HIDAKA YUICHIRO 岡山大学, 社会文化科学学域, 教授 (90550335)
• Project Period (FY): 2018-04-01 – 2023-03-31
• Project Status: Completed (Fiscal Year 2022)
• Budget Amount: ¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000); Fiscal Year 2021: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000); Fiscal Year 2020: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000); Fiscal Year 2019: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000); Fiscal Year 2018: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
• Keywords: ソーシャルマーケティング / 関係性 / 社会規範 / 消費文化理論 / 寄付獲得競争 / 関係性マーケティング / 寄付規範 / マクロマーケティング

Outline of Final Research Achievements

The research findings of this study are threefold. First, we demonstrated the usefulness of capturing the diffusion process of social norms regarding donations at the macro level by relying on the neoliberal governmentality. Second, we developed new hypotheses on the factors that promote or marginalize donation behavior by considering hometown tax and support consumption, where donation and consumption can be considered to coexist. Third, as an extended research result, we derived a new research question on the relationship between family norm and consumption in relation to social norm.

Academic Significance and Societal Importance of the Research Achievements

第一に、統治性概念に依拠することで、従来のソーシャルマーケティング研究では捉え難かった、市場原理の導入に代表される直接的には介入しない介入が捕捉できることを示した点、第二に、返礼品競争にみるように、コマーシャルマーケティングの応用としてのソーシャルマーケティングが生み出してしまう社会的倒錯という落とし穴や課題の存在を指摘した点が、本研究の主要な学術的意義である。加えて、これらの研究成果を基に、社会的倒錯を前提としたドナーロイヤルティの獲得はいかに可能かを検討するという更なる研究課題を導出した点や、拡張的研究の方向性として、家族規範と消費の関係に関する研究課題を導出した点も本研究の意義である。

Research Products

• [Journal Article] Reconsideration of Household Consumption Research in Consumer Behavior Research: Relationship between the Growth of Externalized Household Market and Wives’ Labor Participation (2022)
  • Author(s): 日高 優一郎
  • Journal Title: 岡山大学経済学会雑誌 Volume: 54 Issue: 2 Pages: 1-13
  • DOI: 10.18926/OER/64161
  • URL: https://ousar.lib.okayama-u.ac.jp/64161
  • Year and Date: 2022-11-25
  • Open Access
• [Journal Article] Development of “Albergo Diffuso” in Yakage, Okayama: (2022)
  • Author(s): 神田 將志 , 日高 優一郎
  • Journal Title: Japan Marketing Journal Volume: 41 Issue: 3 Pages: 105-114
  • DOI: 10.7222/marketing.2022.011
  • NAID: 130008139961
  • ISSN: 0389-7265, 2188-1669
  • Year and Date: 2022-01-07
• [Journal Article] How Will Digitalization Enhance Retailers' Competitiveness? Focus on Supplier Relationships (2022)
  • Author(s): How Will Digitalization Enhance Retailers' Competitiveness? Focus on Supplier Relationships
  • Journal Title: Journal of Business, Nihon University Volume: 92(1) Pages: 49-69
  • Peer Reviewed / Open Access
• [Journal Article] Hometown Tax as Crowdfunding: (2021)
  • Author(s): 大平修司, スタニスロスキースミレ, 日高優一郎, 水越康介
  • Journal Title: Japan Marketing Journal Volume: 40 Issue: 3 Pages: 19-30
  • DOI: 10.7222/marketing.2021.004
  • NAID: 130007966290
  • ISSN: 0389-7265, 2188-1669
  • Year and Date: 2021-01-07
  • Peer Reviewed / Open Access
• [Journal Article] 強い拡張自己を創り出す他者との関係性 (2021)
  • Author(s): 加藤亜紀美 , 日高優一郎
  • Journal Title: 商品研究 Volume: 63(1/2) Pages: 15-30
  • Peer Reviewed
• [Journal Article] 調理・冷凍食品市場の成長と変遷する家族 (2021)
  • Author(s): 日高優一郎
  • Journal Title: 岡山大学経済学会ディスカッションペーパーシリーズ Volume: Ⅱ-86 Pages: 1-38
• [Journal Article] Buycotting and boycotting in Japan: Toward an understanding of consuming to help (2021)
  • Author(s): 水越康介, 大平修司, スタニスロスキースミレ, 日高優一郎
  • Journal Title: JSMD Review Volume: 5 Issue: 1 Pages: 25-32
  • DOI: 10.32299/jsmdreview.5.1_25
  • NAID: 130008073104
  • ISSN: 2432-6992, 2432-7174
  • Peer Reviewed
• [Journal Article] Meanings of disposition in consumer behavior: The approaches and theoretical issues for the understanding of disposition and identity construction (2021)
  • Author(s): 日高優一郎, 加藤亜紀美
  • Journal Title: JSMD Review Volume: 5 Issue: 2 Pages: 51-57
  • DOI: 10.32299/jsmdreview.5.2_51
  • NAID: 130008093626
  • ISSN: 2432-6992, 2432-7174
  • Peer Reviewed
• [Journal Article] Pandemic and Oen Consumption in Japan: Deliberate Buying to Aid the Seller (2021)
  • Author(s): Mizukoshi. Kosuke, Hidaka, Yuichiro
  • Journal Title: Markets, Globalization & Development Review Volume: 5(3) Pages: 1-8
  • Peer Reviewed
• [Journal Article] From Social Marketing to Societal Perversion: History of Hometown Tax in Japan (2018)
  • Author(s): Hidaka Yuichiro、Mizukoshi Kosuke
  • Journal Title: Market, Globalization & Development Review Volume: 3 Issue: 1 Pages: 1-24
  • DOI: 10.23860/mgdr-2018-03-01-03
  • Peer Reviewed / Open Access
• [Journal Article] Sk?l?n, Foug?re & Fellesson, Marketing Discourse: A Critical Perspective (2012) (2018)
  • Author(s): Hidaka Yuichiro
  • Journal Title: Market, Globalization & Development Review Volume: 3 Issue: 1 Pages: 1-9
  • DOI: 10.23860/mgdr-2018-03-01-05
  • Peer Reviewed
• [Journal Article] Relationship between multiple CRM activities in retail and customer performance: The moderating effects of brand loyalty and variety seeking behavior (2018)
  • Author(s): Hidaka Yuichiro, Kim Woonho, Akiyama Shuichi
  • Journal Title: International Journal of Marketing & Distribution Volume: 2 Issue: 2 Pages: 37-52
  • DOI: 10.5844/ijmd.2.2_37
  • NAID: 130007497550
  • ISSN: 2432-700X, 2432-7182
  • Peer Reviewed
• [Presentation] Donations in Japan: Hometown Tax Donation and Reciprocal Gifts (2021)
  • Author(s): Hidaka, Yuichiro , Sumire Stanislawski , Kosuke Mizukoshi , Shuji Ohira
  • Organizer: Association for Consumer Research Conference 2021
  • Int'l Joint Research
• [Presentation] 関係性概念にもとづく公共・非営利マーケティング研究の再検討 (2019)
  • Author(s): 日高優一郎・水越康介
  • Organizer: 日本商業学会 関西部会 9月部会「地域活性化研究の再検討」
• [Presentation] Social Marketing vs. Social Distortion: The Case of Hometown Tax in Japan (2018)
  • Author(s): Hidaka, Yuichiro and Kosuke Mizukoshi
  • Organizer: The International Society for Markets and Development (ISMD) 2018 - 15th Biennial Conference
  • Int'l Joint Research
• [Presentation] Western Neoliberal Marketing Thinking (2018)
  • Author(s): Hidaka, Yuichiro
  • Organizer: The International Society for Markets and Development (ISMD) 2018 - 15th Biennial Conference
  • Int'l Joint Research
• [Book] １からの流通システム (2018)
  • Author(s): 崔 相鐵、岸本 徹也
  • Total Pages: 268
  • Publisher: 中央経済社
  • ISBN: 9784502261916