Consumers' Luxury Perception and Product Design
| Project/Area Number |
26380568
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Seikei University (2015-2016)
Chiba University of Commerce (2014) |
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Principal Investigator |
Ishii Hiroaki 成蹊大学, 経済学部, 准教授 (50548716)
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| Co-Investigator(Kenkyū-buntansha) |
朴 宰佑 千葉商科大学, 商経学部, 教授 (50401675)
外川 拓 千葉商科大学, 商経学部, 准教授 (10636848)
岩下 仁 九州大学, 経済学研究院, 講師 (30608732)
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| Project Period (FY) |
2014-04-01 – 2017-03-31
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| Project Status |
Completed (Fiscal Year 2016)
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| Budget Amount *help |
¥4,420,000 (Direct Cost: ¥3,400,000、Indirect Cost: ¥1,020,000)
Fiscal Year 2016: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2015: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2014: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
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| Keywords | デザイン / 高級感 / 感覚マーケティング / パッケージ / 触覚 / 身体性認知 / 性別 / 解釈レベル / センサリー・マーケティング / 製品デザイン / パッケージデザイン / 身体性認知理論 / 接触欲求 / 店舗環境 / 消費者行動研究 / 感性マーケティング / パッケージ・デザイン |
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| Outline of Final Research Achievements |
In this research, we focused on the perceived luxury and quality elicited by design. Specifically, from the perspectives of sensory marketing, we discussed the influence of holistic sensory factors. The following were the results. First, hardness and heaviness of the advertisements and the product enhanced the consumers' perceptions regarding its luxuriousness and quality, and such effects were moderated by their sex and construal level. Second, the congruity of auditory and visual factors improved consumers' perceptions regarding its quality. Finally, some influences of visual design factors on consumer evaluation were mediated by haptic perception.
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Report
(4 results)
Research Products
(42 results)
