Consumers' Luxury Perception and Product Design

2016 Fiscal Year Final Research Report

• Project/Area Number: 26380568
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Seikei University (2015-2016); Chiba University of Commerce (2014)
• Principal Investigator: Ishii Hiroaki 成蹊大学, 経済学部, 准教授 (50548716)
• Project Period (FY): 2014-04-01 – 2017-03-31
• 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

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.

Free Research Field

マーケティングおよび消費者行動