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消費者行動における知覚バイアスの発生とその影響に関する体系的研究

Research Project

Project/Area Number 19H00601
Research Category

Grant-in-Aid for Scientific Research (A)

Allocation TypeSingle-year Grants
Section一般
Review Section Medium-sized Section 7:Economics, business administration, and related fields
Research InstitutionWaseda University

Principal Investigator

守口 剛  早稲田大学, 商学学術院, 教授 (70298066)

Co-Investigator(Kenkyū-buntansha) 竹村 和久  早稲田大学, 文学学術院, 教授 (10212028)
外川 拓  上智大学, 経済学部, 准教授 (10636848)
須永 努  早稲田大学, 商学学術院, 教授 (20438914)
阿部 周造  横浜国立大学, 大学院国際社会科学研究院, 名誉教授 (30060015)
奥瀬 喜之  専修大学, 商学部, 教授 (30312440)
八島 明朗  専修大学, 商学部, 准教授 (30583223)
朴 宰佑  中央大学, 商学部, 教授 (50401675)
石井 裕明  青山学院大学, 経営学部, 准教授 (50548716)
平木 いくみ  東京国際大学, 商学部, 教授 (60367026)
恩藏 直人  早稲田大学, 商学学術院, 教授 (70194652)
阿部 誠  東京大学, 大学院経済学研究科(経済学部), 教授 (70302677)
石田 大典  同志社大学, 商学部, 准教授 (80507872)
Project Period (FY) 2019-04-01 – 2024-03-31
Project Status Granted (Fiscal Year 2023)
Budget Amount *help
¥41,600,000 (Direct Cost: ¥32,000,000、Indirect Cost: ¥9,600,000)
Fiscal Year 2023: ¥5,590,000 (Direct Cost: ¥4,300,000、Indirect Cost: ¥1,290,000)
Fiscal Year 2022: ¥7,150,000 (Direct Cost: ¥5,500,000、Indirect Cost: ¥1,650,000)
Fiscal Year 2021: ¥12,090,000 (Direct Cost: ¥9,300,000、Indirect Cost: ¥2,790,000)
Fiscal Year 2020: ¥10,400,000 (Direct Cost: ¥8,000,000、Indirect Cost: ¥2,400,000)
Fiscal Year 2019: ¥6,370,000 (Direct Cost: ¥4,900,000、Indirect Cost: ¥1,470,000)
Keywords知覚バイアス / 消費者行動 / 感覚マーケティング / ナッジ / 身体化認知 / クロスモーダル / 感覚間相互作用 / 商品陳列 / 処理流暢性
Outline of Research at the Start

行動経済学、行動意思決定論などの研究領域において、人の判断や行動に影響するバイアスに関する研究が活発に行われてきた。これらの研究の多くは、人が受け取った情報をもとにして判断や意思決定を行うという認知過程で発生する、認知バイアスに焦点を当ててきた。これに対して本研究では、人が刺激に接し、それを知覚する過程で生じる知覚バイアスを扱う。例えば、同じものを飲んでも、グラスの硬さや触感によって味覚が変わるという現象は、知覚過程で生じるバイアスである。消費者行動における知覚バイアスの影響を体系的に整理するために、本研究ではラボ実験、フィール実験などを用いて、頑健な研究成果を獲得することを目指している。

Outline of Annual Research Achievements

嗅覚刺激を用いた実験を実施する際には、実験参加者にマスクを外して香りを嗅いでもらう必要があることから、新型コロナの影響で実験を延期してきた。22年度になって、実験環境について十分に配慮した上であれば実験を実施できると判断し、嗅覚刺激が消費者の感情に与える影響に関する予備実験を実施した。研究協力機関である長谷川香料株式会社の協力を得て、グレープフルーツ、ジャスミン、ペパーミントなど13種類の香りを用いて、これらの香りを嗅いだ時の実験参加者の感情への影響を捕捉した。さらに、それらの香りが特定の店舗に流れていると想定したときの、香りと店舗の整合性について判定してもらった。これらの結果から、香りが感情に影響し、それが製品購買時の意思決定に影響するというメカニズムに関する仮説を構築した。この仮説のもとで本実験を計画している過程で、我々が導出した仮説と既存研究の結果との間に一部整合的ではない部分があることが判明し、既存研究の解釈の仕方について香りの専門家も含めた議論が必要となった。そのため、本実験の実施を来年度初めに延期した。このことと関連し、BI Norwegian Business SchoolのCarlos Velasco氏を研究会に招聘し、感覚刺激を用いて消費者実験の方法について議論を行った。
本年度は、上記の嗅覚刺激に関する研究に加えて、広告の配色に関する実験を実施した。この研究では広告が対象とする製品の色が複数ある場合の色の配列について、類似配色と補色配色の2つの方法を比較し、それぞれの利点と欠点を実験結果を踏まえて整理した。この整理からも、視覚刺激の構成要素の中でも色の影響は非常に大きいと考えられ、次年度以降も配色に関する研究を深めていくべく計画している。

Current Status of Research Progress
Current Status of Research Progress

3: Progress in research has been slightly delayed.

Reason

上述したように、新型コロナ流行下では嗅覚刺激の実験実施が困難であったため、22年度になってようやく予備実験の実施が可能となった。他の調査、実験についても対面で実施するものについては人数や方法に関する制限があった。22年度にはこれらの制限が緩和されてきたが、これまでの遅れをすべて回復するまでには至っておらず、全体的にみた進捗状況は、当初計画に比してやや遅れている。

Strategy for Future Research Activity

22年度に実施してきた調査、実験については、当初の想定通りの結果が得られており、今後はこのテーマに関する研究を推進することで研究の活性化を図っていく。嗅覚刺激に焦点を当てた研究についても、対面での調査、実験が可能となったことを受け、嗅覚刺激単独および他の感覚刺激との相互作用に関する研究についても、今後活性化していく予定である。

Report

(5 results)
  • 2022 Annual Research Report
  • 2021 Annual Research Report
  • 2020 Annual Research Report
  • 2019 Comments on the Screening Results   Annual Research Report
  • Research Products

    (83 results)

All 2024 2023 2022 2021 2020 2019

All Journal Article (44 results) (of which Int'l Joint Research: 23 results,  Peer Reviewed: 41 results,  Open Access: 10 results) Presentation (33 results) (of which Int'l Joint Research: 15 results,  Invited: 2 results) Book (5 results) Funded Workshop (1 results)

  • [Journal Article] カラーバリエーションが豊富な製品における配色に基づく製品提示順序が消費者の製品選択満足に与える影響2024

    • Author(s)
      河股久司、守口剛
    • Journal Title

      行動計量学

      Volume: 51(1) Pages: 1-14

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed
  • [Journal Article] Report for Type 2 Bayes-Fuzzy Estimation in No-Data Problem.2024

    • Author(s)
      Houju Hori, Kazuhisa Takemura, Yukio Matsumoto.
    • Journal Title

      Applied Mathematics

      Volume: 15 Issue: 01 Pages: 46-65

    • DOI

      10.4236/am.2024.151005

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Open Access / Int'l Joint Research
  • [Journal Article] Decoding the meaning of alternative proteins: Connotations and music-matching2024

    • Author(s)
      Motoki Kosuke、Bunya Ayana、Park Jaewoo、Velasco Carlos
    • Journal Title

      Food Quality and Preference

      Volume: 115 Pages: 105117-105117

    • DOI

      10.1016/j.foodqual.2024.105117

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] The Effect of Color Saturation on Brand Attitudes in Brand Logo Redesign2023

    • Author(s)
      河股 久司, 守口 剛
    • Journal Title

      Japan Marketing Journal

      Volume: 42 Issue: 3 Pages: 39-50

    • DOI

      10.7222/marketing.2023.005

    • ISSN
      0389-7265, 2188-1669
    • Year and Date
      2023-01-10
    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Open Access
  • [Journal Article] Multiattribute regret: theory and experimental study2023

    • Author(s)
      Yoichiro Fujii, Hajime Murakami, Yutaka Nakamura, Kazuhisa Takemura
    • Journal Title

      Theory and Decision

      Volume: 95 Pages: 623-662

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Open Access
  • [Journal Article] A Study of Normative Decision Making under COVID-19 Pandemic2023

    • Author(s)
      MURAKAMI Hajime、SUNAGA Naoto、HOSHINO Takahito、TATEOKA Daiki、HIRATSUKA Sho、HARAGUCHI Ryohei、YAMAKABE Shun、TAKEMURA Kazuhisa
    • Journal Title

      Transactions of Japan Society of Kansei Engineering

      Volume: 22 Issue: 1 Pages: 39-49

    • DOI

      10.5057/jjske.TJSKE-D-22-00019

    • ISSN
      1884-0833, 1884-5258
    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Open Access
  • [Journal Article] The temperature of newness: How vision-temperature correspondence in advertising influences newness perception and product evaluation2023

    • Author(s)
      Taku Togawa, Hiroaki Ishii, Jaewoo Park, Rajat Roy
    • Journal Title

      Journal of Business Research

      Volume: 160 Pages: 113801-113801

    • DOI

      10.1016/j.jbusres.2023.113801

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Creating luxury brand names in the hospitality and tourism sector: The role of sound symbolism in destination branding2023

    • Author(s)
      Motoki Kosuke、Park Jaewoo、Pathak Abhishek、Spence Charles
    • Journal Title

      Journal of Destination Marketing & Management

      Volume: 30 Pages: 100815-100815

    • DOI

      10.1016/j.jdmm.2023.100815

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] “Human-like” is powerful: The effect of anthropomorphism on psychological closeness and purchase intention in insect food marketing2023

    • Author(s)
      Wang Zining、Park Jaewoo
    • Journal Title

      Food Quality and Preference

      Volume: 109 Pages: 104901-104901

    • DOI

      10.1016/j.foodqual.2023.104901

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Price Judgment of Goods2022

    • Author(s)
      TAKEMURA Kazuhisa、LIU Fang
    • Journal Title

      Journal of Japan Society of Kansei Engineering

      Volume: 20 Issue: 3 Pages: 136-142

    • DOI

      10.5057/kansei.20.3_136

    • ISSN
      1882-8930, 2435-4481
    • Year and Date
      2022-09-30
    • Related Report
      2022 Annual Research Report
    • Peer Reviewed
  • [Journal Article] Preference reversal: Analysis using construal level theory that incorporates discounting2022

    • Author(s)
      Makoto Abe and Mitsuru Kaneko
    • Journal Title

      Journal of Choice Modelling

      Volume: 45 Pages: 100384-100384

    • DOI

      10.1016/j.jocm.2022.100384

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed
  • [Journal Article] The connotative meanings of sound symbolism in brand names: A conceptual framework2022

    • Author(s)
      Kosuke Motoki, Jaewoo Park, Abhishek Pathak, Charles Spence
    • Journal Title

      Journal of Business Research

      Volume: 150 Pages: 365-373

    • DOI

      10.1016/j.jbusres.2022.06.013

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] “Looking sharp”: Price typeface influences awareness of spending in mobile payment2022

    • Author(s)
      Park Jaewoo、Velasco Carlos、Spence Charles
    • Journal Title

      Psychology & Marketing

      Volume: 39 Issue: 6 Pages: 1170-1189

    • DOI

      10.1002/mar.21651

    • Related Report
      2022 Annual Research Report 2021 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Celebrity insects: Exploring the effect of celebrity endorsement on people’s willingness to eat insect-based foods2022

    • Author(s)
      Jaewoo Park, Kosuke Motoki, Carlos Velasco, Charles Spence
    • Journal Title

      Food Quality and Preference

      Volume: 97 Pages: 104473-104473

    • DOI

      10.1016/j.foodqual.2021.104473

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] The effect of perceived scarcity on strengthening the attitude?behavior relation for sustainable luxury products2022

    • Author(s)
      Park Jaewoo、Eom Hyo Jin、Spence Charles
    • Journal Title

      Journal of Product & Brand Management

      Volume: 31 Issue: 3 Pages: 469-483

    • DOI

      10.1108/jpbm-09-2020-3091

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] How early acquired phonemes present in words (or brand names) can evoke the expectations of sweet tastes2022

    • Author(s)
      Pathak Abhishek、Calvert Gemma Anne、Motoki Kosuke、Park Jaewoo
    • Journal Title

      Food Quality and Preference

      Volume: 96 Pages: 104392-104392

    • DOI

      10.1016/j.foodqual.2021.104392

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Effects of Device Types on Online Consumer Behavior:2021

    • Author(s)
      須田 孝徳, 石井 裕明, 外川 拓, 山岡 隆志
    • Journal Title

      Japan Marketing Journal

      Volume: 41 Issue: 2 Pages: 60-71

    • DOI

      10.7222/marketing.2021.045

    • NAID

      130008093934

    • ISSN
      0389-7265, 2188-1669
    • Year and Date
      2021-09-30
    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Open Access
  • [Journal Article] <論説>Does Order of Presentation Affect the Focus of Comparison?: An Empirical Study of Eye-Tracking Data2021

    • Author(s)
      阿部 周造、井出野 尚、奥瀬 喜之、金子 充、玉利 祐樹、三富 悠紀、蜂巣 健一
    • Journal Title

      横浜経営研究

      Volume: 42 Issue: 1 Pages: 53-62

    • DOI

      10.18880/00014557

    • URL

      https://ynu.repo.nii.ac.jp/records/11901

    • Year and Date
      2021-09-13
    • Related Report
      2021 Annual Research Report
    • Peer Reviewed
  • [Journal Article] Looks Far Beyond My Reach: The Zoom Effect in Product Videos Influences Luxury Perception and Purchase Intention2021

    • Author(s)
      Togawa Taku、Sugitani Yoko
    • Journal Title

      Journal of Consumer Psychology

      Volume: - Issue: 4 Pages: 687-698

    • DOI

      10.1002/jcpy.1268

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed
  • [Journal Article] "A Cross-cultural investigation of metamotivational beliefs about regulatory focus task-motivation Fit "2021

    • Author(s)
      Nguyen Tina、Togawa Taku、Scholer Abigail A.、Miele David B.、Fujita Kentaro
    • Journal Title

      Personality and Social Psychology Bulletin

      Volume: in press Issue: 5 Pages: 807-820

    • DOI

      10.1177/01461672211025423

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] The Effect of Multidimensional Values of Luxury Brands on Consumers’ Purchase Intentions: Verification of the Effects of the Visibility of Products and Identifying Important Dimensions of Values2021

    • Author(s)
      藤原一肇, 守口剛
    • Journal Title

      Journal of Marketing & Distribution

      Volume: 24 Issue: 1 Pages: 1-15

    • DOI

      10.5844/jsmd.24.1_1

    • NAID

      130008059430

    • ISSN
      1345-9015, 2186-0939
    • Related Report
      2021 Annual Research Report
    • Peer Reviewed
  • [Journal Article] Influence of Consumer Affinity toward Foreign Countries on Consumers’ Regulatory Focuses2021

    • Author(s)
      Terasaki Shinichiro、Ishii Hiroaki、Isoda Yuriko
    • Journal Title

      Journal of International Consumer Marketing

      Volume: 34 Issue: 3 Pages: 346-356

    • DOI

      10.1080/08961530.2021.1961335

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Open Access / Int'l Joint Research
  • [Journal Article] Constructing healthy food names: On the sound symbolism of healthy food2021

    • Author(s)
      Motoki Kosuke、Park Jaewoo、Pathak Abhishek、Spence Charles
    • Journal Title

      Food Quality and Preference

      Volume: 90 Pages: 104157-104157

    • DOI

      10.1016/j.foodqual.2020.104157

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] A sound brand name: The role of voiced consonants in pharmaceutical branding2021

    • Author(s)
      Park Jaewoo、Motoki Kosuke、Pathak Abhishek、Spence Charles
    • Journal Title

      Food Quality and Preference

      Volume: 90 Pages: 104104-104104

    • DOI

      10.1016/j.foodqual.2020.104104

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] 新製品開発プロジェクトにおける双面型市場志向2021

    • Author(s)
      石田大典
    • Journal Title

      商學集志

      Volume: 91 Pages: 19-36

    • NAID

      40022807834

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed
  • [Journal Article] On Effects of Changing Multi-attribute Table Design on Decision Making: An Eye-Tracking Study2021

    • Author(s)
      Ideno, T., Morii, M., Takemura, K., & Okada, M.
    • Journal Title

      International Conference on Theory and Application of Diagrams. Springer, Cham.

      Volume: 11 Pages: 365-381

    • DOI

      10.1007/978-3-030-54249-8_29

    • ISBN
      9783030542481, 9783030542498
    • Related Report
      2020 Annual Research Report
    • Peer Reviewed / Open Access
  • [Journal Article] Digital Pricing in Japan2020

    • Author(s)
      奥瀬 喜之
    • Journal Title

      Organizational Science

      Volume: 54 Issue: 2 Pages: 16-25

    • DOI

      10.11207/soshikikagaku.54.2_16

    • NAID

      130007968220

    • ISSN
      0286-9713, 2187-932X
    • Year and Date
      2020-12-20
    • Related Report
      2020 Annual Research Report
    • Open Access
  • [Journal Article] The Double-Edged Effects of E-Commerce Cart Retargeting: Does Retargeting Too Early Backfire?2020

    • Author(s)
      Li Jing、Luo Xueming、Lu Xianghua、Moriguchi Takeshi
    • Journal Title

      Journal of Marketing

      Volume: 85 Issue: 4 Pages: 123-140

    • DOI

      10.1177/0022242920959043

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] When the Unknown Destination Comes Alive: The Detrimental Effects of Destination Anthropomorphism in Tourism2020

    • Author(s)
      Kwak Hyokjin、Puzakova Marina、Rocereto Joseph F.、Moriguchi Takeshi
    • Journal Title

      Journal of Advertising

      Volume: 49 Issue: 5 Pages: 508-524

    • DOI

      10.1080/00913367.2020.1800537

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Going it alone or together: the role of space between products on consumer perceptions of price promotions2020

    • Author(s)
      Kwak Hyokjin、Zhang Yuli、Puzakova Marina、Moriguchi Takeshi
    • Journal Title

      International Journal of Advertising

      Volume: 39 Issue: 7 Pages: 1086-1114

    • DOI

      10.1080/02650487.2020.1753443

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Consistency Effect of Directions between Product&apos;s Name Written on the Package and the Cast Shadow on Processing Fluency and Product Preference: Capturing Processing Fluency by Reaction Time and Identification Rate2020

    • Author(s)
      西井真祐子、守口剛
    • Journal Title

      Kodo Keiryogaku (The Japanese Journal of Behaviormetrics)

      Volume: 47 Issue: 2 Pages: 187-197

    • DOI

      10.2333/jbhmk.47.187

    • NAID

      130008028394

    • ISSN
      0385-5481, 1880-4705
    • Related Report
      2020 Annual Research Report
    • Peer Reviewed
  • [Journal Article] Interactions between instrumental timbre and consumers’ regulatory focus2020

    • Author(s)
      Sunaga Tsutomu、Meng Yan、Zhuang Xuhong
    • Journal Title

      Journal of Business Research

      Volume: 121 Pages: 1-12

    • DOI

      10.1016/j.jbusres.2020.08.014

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Analytical Framework for Construal Level Theory that Incorporates Discounting2020

    • Author(s)
      Abe Makoto、Kaneko Mitsuru
    • Journal Title

      Advances in Consumer Research

      Volume: 48 Pages: 11-15

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed
  • [Journal Article] 周期的な購買行動に対応した顧客の 生涯価値の導出と顧客維持介入戦略への応用2020

    • Author(s)
      阿部 誠
    • Journal Title

      Journal of Marketing Science

      Volume: 28 Issue: 1 Pages: 29

    • DOI

      10.11295/marketingscience.202005

    • NAID

      130008036787

    • ISSN
      2187-4220, 2187-8315
    • Related Report
      2020 Annual Research Report
    • Peer Reviewed
  • [Journal Article] A Cross-cultural Investigation of Metamotivational Knowledge of Construal Level in the United States and Japan2020

    • Author(s)
      Tina Nguyen, Taku Togawa, Abigail A. Scholer, Kentaro Fujita
    • Journal Title

      Motivation Science

      Volume: in press Issue: 4 Pages: 386-400

    • DOI

      10.1037/mot0000178

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Measuring Brand&apos;s Core Image by Understanding the Characteristics of Users2020

    • Author(s)
      KAWAMATA Hisashi、KOZUKA Haruka、SHIRAI Yasuyuki、SATOMURA Takuya、MORIGUCHI Takeshi
    • Journal Title

      Kodo Keiryogaku (The Japanese Journal of Behaviormetrics)

      Volume: 47 Issue: 1 Pages: 1-12

    • DOI

      10.2333/jbhmk.47.1

    • NAID

      130007953669

    • ISSN
      0385-5481, 1880-4705
    • Related Report
      2019 Annual Research Report
    • Peer Reviewed
  • [Journal Article] The effect of background colors on consumers’ products’ haptic images and preferences: Focusing on products’ anthropomorphism2019

    • Author(s)
      西井 真祐子、守口 剛
    • Journal Title

      JSMD Review

      Volume: 3 Issue: 1 Pages: 1-10

    • DOI

      10.32299/jsmdreview.3.1_1

    • NAID

      130007737967

    • ISSN
      2432-6992, 2432-7174
    • Related Report
      2019 Annual Research Report
    • Peer Reviewed
  • [Journal Article] A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions2019

    • Author(s)
      Taku Togawa, Jaewoo Park, Hiroaki Ishii, Xiaoyan Deng
    • Journal Title

      Journal of Retailing

      Volume: 95 (4) Issue: 4 Pages: 204-218

    • DOI

      10.1016/j.jretai.2019.11.001

    • Related Report
      2019 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Tasting Names: Systematic Investigations of Taste-speech Sounds Associations2019

    • Author(s)
      Kosuke Motoki, Toshiki Saito, Jaewoo Park, Carlos Velasco, Charles Spence, Motoaki Sugiura
    • Journal Title

      Food Qulaity and Preference

      Volume: 80 Pages: 103801-103801

    • DOI

      10.1016/j.foodqual.2019.103801

    • Related Report
      2019 Annual Research Report
    • Peer Reviewed / Open Access / Int'l Joint Research
  • [Journal Article] Reactions to Nonconformity Imagery in Advertising among Chinese and Japanese Consumers: The Effect of Personal and National Cultural Tightness2019

    • Author(s)
      Nara Youn, Jaewoo Park, Hyo Jin Eom
    • Journal Title

      Journal of Advertising

      Volume: 48 Issue: 5 Pages: 532-554

    • DOI

      10.1080/00913367.2019.1674754

    • Related Report
      2019 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Effects of Consumers’ Construal Levels on Post-Impulse Purchase Emotions2019

    • Author(s)
      Taku Togawa, Hiroaki Ishii, Naoto Onzo, Rajat Roy
    • Journal Title

      Marketing Intelligence & Planning

      Volume: 38 (3) Issue: 3 Pages: 269-282

    • DOI

      10.1108/mip-01-2019-0022

    • Related Report
      2019 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Image analysis of the tree test using wavelet transform, singular value decomposition, and Fourier transform2019

    • Author(s)
      川杉桂太・竹村和久・岩滿優美・菅原ひとみ・西澤さくら・塚本康之・延藤麻子・小平明子・轟 純一・轟 慶子
    • Journal Title

      The Japanese journal of psychology

      Volume: 90 Issue: 3 Pages: 284-293

    • DOI

      10.4992/jjpsy.90.18219

    • NAID

      130007695434

    • ISSN
      0021-5236, 1884-1082
    • Related Report
      2019 Annual Research Report
    • Peer Reviewed / Open Access
  • [Journal Article] 心理物理学と社会物理学-意思決定研究史からの展望とその課題2019

    • Author(s)
      竹村和久
    • Journal Title

      感性工学

      Volume: 17(3) Pages: 122-129

    • Related Report
      2019 Annual Research Report
  • [Journal Article] コーズ・リレーテッド・マーケティングを促進する広告写真とは?ー制御焦点理論によるカラー/白黒写真の効果の検討2019

    • Author(s)
      石井裕明、寺﨑新一郎、磯田友里子
    • Journal Title

      日経広告研究所報

      Volume: 304 Pages: 14-21

    • Related Report
      2019 Annual Research Report
  • [Presentation] The Semantic Congruence of Sound and Visual Position of Brand Names: Downstream Effect of Fluency and Moderated Effect by Product Origin2023

    • Author(s)
      Hiroaki Ishii, Taku Togawa, Jaewoo Park
    • Organizer
      Society for Consumer Psychology 2023 Annual Conference
    • Related Report
      2022 Annual Research Report
    • Int'l Joint Research
  • [Presentation] 消費者行動研究におけるデータとリアリティ2022

    • Author(s)
      守口剛
    • Organizer
      第65回消費者行動研究コンファレンス
    • Related Report
      2022 Annual Research Report
    • Invited
  • [Presentation] 商品陳列における商品間距離が商品の複数購買に与える影響2022

    • Author(s)
      河股久司、守口剛
    • Organizer
      日本マーケティングサイエンス学会第112回研究大会
    • Related Report
      2022 Annual Research Report
  • [Presentation] 彩度の変化が新しさの知覚に与える影響2022

    • Author(s)
      河股久司、守口剛
    • Organizer
      日本マーケティングサイエンス学会第111回研究大会
    • Related Report
      2022 Annual Research Report
  • [Presentation] Facing Direction and Implied Motion in a Product Image Interact to Influence the Consumer’s Response to Advertising2022

    • Author(s)
      Jaewoo Park, Taku Togawa, Hiroaki Ishii, Charles Spence
    • Organizer
      Association for Consumer Research 2022 Conference
    • Related Report
      2022 Annual Research Report
    • Int'l Joint Research
  • [Presentation] Social Behavior is Sustainable Behavior: How Social Inclusion Enhances Conscious Consumption2022

    • Author(s)
      Yoko Sugitani, Taku Togawa
    • Organizer
      American Marketing Association 2022 Summer Academic Conference
    • Related Report
      2022 Annual Research Report
    • Int'l Joint Research
  • [Presentation] 製品選択と眼球運動に関する探索的研究2022

    • Author(s)
      大久保京子, 中原孝信, 奥瀬喜之, 大久保街亜
    • Organizer
      第64回消費者行動研究コンファレンス
    • Related Report
      2022 Annual Research Report
  • [Presentation] The effect of music on vertical interpersonal communication: A sensory marketing perspective2022

    • Author(s)
      Hiraki Ikumi, Kwon SoonHo, Onzo Naoto
    • Organizer
      2022 AMA Winter Virtual Conference
    • Related Report
      2021 Annual Research Report
    • Int'l Joint Research
  • [Presentation] Assessing Multisensory Congruence Involving Instrumental Timbre2021

    • Author(s)
      Sunaga Tsutomu、Moriguchi Takeshi、Nishii Mayuko、Spence Charles
    • Organizer
      EMAC (European Marketing Academy) 2021 Annual Conference
    • Related Report
      2021 Annual Research Report
    • Int'l Joint Research
  • [Presentation] マーケティング研究におけるリアリティの追求-行動的指標とフィールド実験の活用2021

    • Author(s)
      守口 剛
    • Organizer
      日本商業学会 第11回全国研究報告会
    • Related Report
      2021 Annual Research Report
    • Invited
  • [Presentation] Context Effects in Crossmodal Associations Between Music and Fine Art Paintings: Influences of Initial Musical Pitch on Subsequent Perceptions and Associations2021

    • Author(s)
      Tsutomu Sunaga, Mime Yabuno, Naoto Onzo
    • Organizer
      INFORMS 2021 Annual Meeting
    • Related Report
      2021 Annual Research Report
    • Int'l Joint Research
  • [Presentation] 心的モノサシ理論による単数価格づけ現象の分析-日本と中国における単数価格づけの実例を用いて2021

    • Author(s)
      劉 放, 竹村 和久
    • Organizer
      第62回消費者行動研究コンファレンス
    • Related Report
      2021 Annual Research Report
  • [Presentation] 消費者はブランドに何を求めるのか-抽象的思考におけるself-brand connectionの重要性2021

    • Author(s)
      杉谷 陽子, 外川 拓
    • Organizer
      日本商業学会 第71回 全国研究大会
    • Related Report
      2021 Annual Research Report
  • [Presentation] 広告表現と季節要因:センサリー・マーケティング に基づく検討2021

    • Author(s)
      石井 裕明, 山岡 隆志, 外川 拓
    • Organizer
      第62回消費者行動研究コンファレンス
    • Related Report
      2021 Annual Research Report
  • [Presentation] Consumer responses to the use of artificial intelligence in luxury restaurants2021

    • Author(s)
      野沢 智咲都, 外川 拓, Carlos Velasco, 元木 康介
    • Organizer
      第62回消費者行動研究コンファレンス
    • Related Report
      2021 Annual Research Report
  • [Presentation] 冷たいほど新しい?広告画像の視覚的温度が製品の 新しさ知覚に及ぼす影響2021

    • Author(s)
      外川 拓, 石井 裕明, 朴 宰佑
    • Organizer
      第62回消費者行動研究コンファレンス
    • Related Report
      2021 Annual Research Report
  • [Presentation] 温かい照明は行列を長くする?色温度が他者との物理的距離に及ぼす影響2021

    • Author(s)
      石井 裕明, 石田 大典, 野城 慎二, 大塚 忠彦, 本所 翔平, 川端 雪白, 恩藏 直人
    • Organizer
      第63回消費者行動研究コンファレンス
    • Related Report
      2021 Annual Research Report
  • [Presentation] Celebrity insects: Exploring the effect of celebrity endorsement on people’s willingness to eat insect-based foods2021

    • Author(s)
      朴 宰佑, 元木 康介, Carlos Velasco, Charles Spence
    • Organizer
      第63回消費者行動研究コンファレンス
    • Related Report
      2021 Annual Research Report
  • [Presentation] 言語的カテゴリーモデル(LCM)を用いた解釈レベル の検討2021

    • Author(s)
      張 艶埼, 井上 友也, 奥瀬 喜之
    • Organizer
      第63回消費者行動研究コンファレンス
    • Related Report
      2021 Annual Research Report
  • [Presentation] Matrix type product display: Its concept and effectiveness2020

    • Author(s)
      Moriguchi Takeshi, Kawamata Hisashi, Abe Shuzo
    • Organizer
      020 EMAC Regional Conference
    • Related Report
      2020 Annual Research Report
    • Int'l Joint Research
  • [Presentation] Semantic Congruity of Price and Name: The Effect of Precise or Round Numbers and Sound Symbolism2020

    • Author(s)
      Ishii Hiroaki、Park Jaewoo、Togawa Taku
    • Organizer
      Association for Consumer Research Conference 2020
    • Related Report
      2020 Annual Research Report
    • Int'l Joint Research
  • [Presentation] When Does Actual Versus Ideal Self-Congruence Matter? Moderating Effects of Construal-Level on Brand Attitudes2020

    • Author(s)
      Togawa Taku、Ando Kazuyo
    • Organizer
      Association for Consumer Research Conference 2020
    • Related Report
      2020 Annual Research Report
    • Int'l Joint Research
  • [Presentation] I won´t listen to you because you are like me: The“backfire effect” in human-robot interactions2020

    • Author(s)
      Hector Gonzalez-Jimenez, Togawa Taku, Sugitani Yoko
    • Organizer
      AIRSI2020 International Conference
    • Related Report
      2020 Annual Research Report
    • Int'l Joint Research
  • [Presentation] How Shopping Basket Color Affects Perceived Price of Products: A Field Study in Supermarkets2020

    • Author(s)
      Hiraki Ikumi、Ishii Hiroaki、Togawa Taku、Onzo Naoto
    • Organizer
      American Marketing Association, 2020 AMA Summer Virtual Conference
    • Related Report
      2020 Annual Research Report
    • Int'l Joint Research
  • [Presentation] 顧客満足度情報の提供が上位 3 社の評価に与える 影響の分析2020

    • Author(s)
      阿部周造, 玉利祐樹, 井出野尚, 奥瀬喜之
    • Organizer
      第61回消費者行動研究コンファレンス
    • Related Report
      2020 Annual Research Report
  • [Presentation] ブランド購買における重視要因―文脈による変容―2020

    • Author(s)
      外川拓
    • Organizer
      日本商業学会 第70回全国研究大会
    • Related Report
      2020 Annual Research Report
  • [Presentation] Negative Impact of Music Listening Through Earphones While Shopping on Purchase Outcomes2019

    • Author(s)
      Takeshi Moriguchi、Mayuko Nishii、Tatsuki Inoue、Shohei Iwasaki、Shu Masamori、Aoi Yoshida
    • Organizer
      INFORMS Mareting Science Conference 2019
    • Related Report
      2019 Annual Research Report
    • Int'l Joint Research
  • [Presentation] Effects of the Direction of a Product’s Cast-shadow on Product Preference and Processing Fluency2019

    • Author(s)
      Mayuko Nishii、Takeshi Moriguchi
    • Organizer
      INFORMS Mareting Science Conference 2019
    • Related Report
      2019 Annual Research Report
    • Int'l Joint Research
  • [Presentation] 製品の形状と配置が消費者選好に及ぼす影響2019

    • Author(s)
      河股久司、守口剛、阿部周造
    • Organizer
      日本マーケティング・サイエンス学会 第106回研究大会
    • Related Report
      2019 Annual Research Report
  • [Presentation] 視覚刺激が製品選好と処理の流暢性に与える影響2019

    • Author(s)
      西井真祐子、守口剛
    • Organizer
      日本マーケティング・サイエンス学会 第105回研究大会
    • Related Report
      2019 Annual Research Report
  • [Presentation] 商品提示方法の違いによる意思決定過程における視線パターンの比較2019

    • Author(s)
      渡辺藍丸、川杉桂太、村上始、天野淳、竹村和久
    • Organizer
      日本心理学会第83回大会
    • Related Report
      2019 Annual Research Report
  • [Presentation] Does the Experience of Softness Make Customers Indecisive? A Field Study of In-Store Decision Making2019

    • Author(s)
      Taku Togawa、Yuriko Isoda、Hiroaki Ishii、Ikumi Hiraki、Naoto Onzo
    • Organizer
      2019 AMA Summer Academic Conference
    • Related Report
      2019 Annual Research Report
    • Int'l Joint Research
  • [Presentation] An Abstract Interacting and Learning through Cross-Functional Product Development Team: Driving New Product Creativity, Design Value, and Product Advantage2019

    • Author(s)
      Subin Im、Charles H. Noble、Daisuke Ishida、Naoto Onzo
    • Organizer
      2019 Academy of Marketing Science Annual Conference
    • Related Report
      2019 Annual Research Report
    • Int'l Joint Research
  • [Book] 1からのマーケティング分析〈第2版〉2022

    • Author(s)
      恩藏 直人、冨田 健司
    • Total Pages
      272
    • Publisher
      中央経済社
    • ISBN
      9784502421617
    • Related Report
      2021 Annual Research Report
  • [Book] Escaping from Bad Decisions: A Behavioral Decision-Theoretic Perspective2021

    • Author(s)
      Takemura Kazuhisa
    • Total Pages
      542
    • Publisher
      Academic Press
    • ISBN
      0128160322
    • Related Report
      2021 Annual Research Report
  • [Book] Behavioral Decision Theory: Psychological and Mathematical Descriptions of Human Choice Behavior (2nd ed.)2021

    • Author(s)
      Takemura Kazuhisa
    • Total Pages
      411
    • Publisher
      Springer
    • Related Report
      2021 Annual Research Report
  • [Book] サクッとわかる ビジネス教養 行動経済学2021

    • Author(s)
      阿部 誠
    • Total Pages
      160
    • Publisher
      新星出版社
    • ISBN
      4405120110
    • Related Report
      2021 Annual Research Report
  • [Book] プロフェッショナルマーケター2019

    • Author(s)
      早稲田大学 商学学術院教授 守口 剛、MCEI東京支部「プロフェッショナルマーケター」出版委員会
    • Total Pages
      240
    • Publisher
      ダイヤモンド社
    • ISBN
      9784478090626
    • Related Report
      2019 Annual Research Report
  • [Funded Workshop] 消費者行動研究における実験アプローチ2019

    • Related Report
      2019 Annual Research Report

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Published: 2019-04-18   Modified: 2024-12-25  

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