Study of Consumer Behavior Model with a Focus on Creativity and Taste

2015 Fiscal Year Final Research Report

• Project/Area Number: 25590097
• Research Category: Grant-in-Aid for Challenging Exploratory Research
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Meiji University
• Principal Investigator: MIZUNO MAKOTO 明治大学, 商学部, 教授 (10361304)
• Project Period (FY): 2013-04-01 – 2016-03-31
• Keywords: 消費 / ブランド / 新製品 / 創造性 / 社会階層 / 社会関係資本 / 文化資本 / クリエティブ資本

Outline of Final Research Achievements

This study attempts to show that multiple dimensions of social class can explain preferences for creativity and aesthetic value of products/services. A web-based survey with 1,600 respondents was conducted to measure standard indexes of social class such as income, status perception, occupation prestige, education (cultural capital), as well as newly developed indexes such as creative work orientation (creative capital) and access to creative workers via their personal network (creative social capital). Moreover, it is statistically proven that these social class indexes can statistically predict preference for creativity and aesthetic values in consumption, brand preferences, and adoption of innovative products/service.

Free Research Field

マーケティング