Study on the formation process and moderators of consumer affinity

2023 Fiscal Year Final Research Report

• Project/Area Number: 20K13628
• Research Category: Grant-in-Aid for Early-Career Scientists
• Allocation Type: Multi-year Fund
• Review Section: Basic Section 07090:Commerce-related
• Research Institution: Ritsumeikan University
• Principal Investigator: Terasaki Shinichiro 立命館大学, 経営学部, 准教授 (70732452)
• Project Period (FY): 2020-04-01 – 2024-03-31
• Keywords: カントリー・バイアス / 消費者 / 旅行者 / 心理学 / 社会学 / 制御焦点理論 / 評価理論

Outline of Final Research Achievements

In this project, I was able to publish 5 peer-reviewed papers and 1 non-peer-reviewed paper. Four of the peer-reviewed papers were written in English, and three were published in Web of Science journals, making it a globally impactful publication. As for the remaining one of the peer-reviewed papers, it is an academic journal of the Japan Society of Marketing and Distribution, which has the most tradition in the field of commerce and marketing, and I was able to widely disseminate the results of this project in Japan. The non-peer-reviewed papers were studies that dealt with the manipulation of regulatory foci, and provided insights for future experimental studies. In addition, I published four books, one of which has won several academic awards in Japan.

Free Research Field

消費者心理学

Academic Significance and Societal Importance of the Research Achievements

2021年に本課題と関連した学術書を出版することで、カントリー・バイアス研究を体系化するとともに、異文化マーケティングにおける課題や研究の方向性について示すことができた。世界的に見ても、特にポジティブなカントリー・バイアスを援用した研究はあまり多くないうえ、カントリー・バイアスに注目したコミュニケーションのあり方については殆ど議論が進められていない。こうした点について、その成果をインパクトファクターの高いジャーナルに掲載できた点は、今後本領域に関する研究を深めていくうえで、世界的にも有益な知見を発信できたものと考えている。