The influence of advertising expression of OTC drugs on decision making process through perceptual risk

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K13051
• Research Category: Grant-in-Aid for Challenging Exploratory Research
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Hosei University
• Principal Investigator: KITAURA Koji 法政大学, 社会学部, 准教授 (90565300)
• Co-Investigator(Kenkyū-buntansha): 水島 宏明 法政大学, 社会学部, 教授 (10633589) ; 諸上 茂光 法政大学, 社会学部, 准教授 (60422200) ; 宇野 斉 法政大学, 社会学部, 教授 (70262491) ; 荻谷 光晴 神奈川大学, 工学部, 助教 (00509086)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: 心理的リスク / 社会的リスク

Outline of Final Research Achievements

Along with the policy recommended by self-medication, while the OTC drugs market is expected to continue to grow in the future, the OTC pharmaceutical market needs a marketing strategy that fully responds to perceptual risks that consumers have. On the other hand, even looking at overseas precedent cases, the influence of public opinion formed by mass media cannot be ignored as a background context when consumers conduct risk assessment. Therefore, we first classify a variety of OTC drugs into several categories based on the factors of perceptual risk, and analyze the characteristics of the consumer's decision-making process in each segment. Then build a convincing communication model consistent with each segment. Furthermore, we perform cognitive psychological experiments using virtual TVCM based on model and verify the validity of this model.

Free Research Field

商学