| Project/Area Number |
22530460
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Hosei University |
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Principal Investigator |
KIMURA Junko 法政大学, 経営学部, 教授 (00342204)
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| Co-Investigator(Kenkyū-buntansha) |
TANAKA Hiroshi 中央大学, 戦略経営研究科, 教授 (60286002)
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| Project Period (FY) |
2010 – 2012
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| Project Status |
Completed (Fiscal Year 2012)
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| Budget Amount *help |
¥4,160,000 (Direct Cost: ¥3,200,000、Indirect Cost: ¥960,000)
Fiscal Year 2012: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2011: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2010: ¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
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| Keywords | 消費者アイデンティティ / ビデオグラフィー / 消費文化論 / 所有 / アイデンティティ / 欲望 / 消費者研究 / ビデオグラフィ / ラグジュアリ調査 / 定性的調査 / CCT / ラグジュアリ / おもてなし / 茶の湯 / ホスピタリティ |
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| Research Abstract |
In order to study how consumer behavior in 21st century will change itself, two research projects were conducted: 1) Traditional and ritual consumer behavior, and 2) Transformational consumer behavior. In the former, tea ceremony was investigated. In the latter, interviews with Genpatsu refugees in the Nihonmatsu camp were conducted. In the first study, we could observe how traditional consumer identity was formed and maintained. In the second study, based on the field study in the aftermath of the Fukushima disaster, the theme of materialism and consumer identity was revealed. We found that as the refugees were materialistically supplemented they do not need to fulfill themselves by ordinary consumption. Taken together, when consumer ’s basic needs are met, ritual consumption works to reinforce their identity, whereas consumers will be forced to change their consumer identity in the disastrous life event.
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