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Research on Donation Competition and Formation of Social Norms in Social Marketing

Research Project

Project/Area Number 18K01878
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Review Section Basic Section 07090:Commerce-related
Research InstitutionOkayama University

Principal Investigator

HIDAKA YUICHIRO  岡山大学, 社会文化科学学域, 教授 (90550335)

Project Period (FY) 2018-04-01 – 2023-03-31
Project Status Completed (Fiscal Year 2022)
Budget Amount *help
¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2021: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2020: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2019: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2018: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Keywordsソーシャルマーケティング / 関係性 / 社会規範 / 消費文化理論 / 寄付獲得競争 / 関係性マーケティング / 寄付規範 / マクロマーケティング
Outline of Final Research Achievements

The research findings of this study are threefold. First, we demonstrated the usefulness of capturing the diffusion process of social norms regarding donations at the macro level by relying on the neoliberal governmentality. Second, we developed new hypotheses on the factors that promote or marginalize donation behavior by considering hometown tax and support consumption, where donation and consumption can be considered to coexist. Third, as an extended research result, we derived a new research question on the relationship between family norm and consumption in relation to social norm.

Academic Significance and Societal Importance of the Research Achievements

第一に、統治性概念に依拠することで、従来のソーシャルマーケティング研究では捉え難かった、市場原理の導入に代表される直接的には介入しない介入が捕捉できることを示した点、第二に、返礼品競争にみるように、コマーシャルマーケティングの応用としてのソーシャルマーケティングが生み出してしまう社会的倒錯という落とし穴や課題の存在を指摘した点が、本研究の主要な学術的意義である。加えて、これらの研究成果を基に、社会的倒錯を前提としたドナーロイヤルティの獲得はいかに可能かを検討するという更なる研究課題を導出した点や、拡張的研究の方向性として、家族規範と消費の関係に関する研究課題を導出した点も本研究の意義である。

Report

(6 results)
  • 2022 Annual Research Report   Final Research Report ( PDF )
  • 2021 Research-status Report
  • 2020 Research-status Report
  • 2019 Research-status Report
  • 2018 Research-status Report
  • Research Products

    (17 results)

All 2022 2021 2019 2018

All Journal Article (12 results) (of which Open Access: 4 results,  Peer Reviewed: 9 results) Presentation (4 results) (of which Int'l Joint Research: 3 results) Book (1 results)

  • [Journal Article] Reconsideration of Household Consumption Research in Consumer Behavior Research: Relationship between the Growth of Externalized Household Market and Wives’ Labor Participation2022

    • Author(s)
      日高 優一郎
    • Journal Title

      岡山大学経済学会雑誌

      Volume: 54 Issue: 2 Pages: 1-13

    • DOI

      10.18926/OER/64161

    • URL

      https://ousar.lib.okayama-u.ac.jp/64161

    • Year and Date
      2022-11-25
    • Related Report
      2022 Annual Research Report
    • Open Access
  • [Journal Article] Development of “Albergo Diffuso” in Yakage, Okayama:2022

    • Author(s)
      神田 將志 , 日高 優一郎
    • Journal Title

      Japan Marketing Journal

      Volume: 41 Issue: 3 Pages: 105-114

    • DOI

      10.7222/marketing.2022.011

    • NAID

      130008139961

    • ISSN
      0389-7265, 2188-1669
    • Year and Date
      2022-01-07
    • Related Report
      2021 Research-status Report
  • [Journal Article] How Will Digitalization Enhance Retailers' Competitiveness? Focus on Supplier Relationships2022

    • Author(s)
      How Will Digitalization Enhance Retailers' Competitiveness? Focus on Supplier Relationships
    • Journal Title

      Journal of Business, Nihon University

      Volume: 92(1) Pages: 49-69

    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Open Access
  • [Journal Article] Hometown Tax as Crowdfunding:2021

    • Author(s)
      大平修司, スタニスロスキースミレ, 日高優一郎, 水越康介
    • Journal Title

      Japan Marketing Journal

      Volume: 40 Issue: 3 Pages: 19-30

    • DOI

      10.7222/marketing.2021.004

    • NAID

      130007966290

    • ISSN
      0389-7265, 2188-1669
    • Year and Date
      2021-01-07
    • Related Report
      2020 Research-status Report
    • Peer Reviewed / Open Access
  • [Journal Article] 強い拡張自己を創り出す他者との関係性2021

    • Author(s)
      加藤亜紀美 , 日高優一郎
    • Journal Title

      商品研究

      Volume: 63(1/2) Pages: 15-30

    • Related Report
      2021 Research-status Report 2020 Research-status Report
    • Peer Reviewed
  • [Journal Article] 調理・冷凍食品市場の成長と変遷する家族2021

    • Author(s)
      日高優一郎
    • Journal Title

      岡山大学経済学会ディスカッションペーパーシリーズ

      Volume: Ⅱ-86 Pages: 1-38

    • Related Report
      2021 Research-status Report
  • [Journal Article] Buycotting and boycotting in Japan: Toward an understanding of consuming to help2021

    • Author(s)
      水越康介, 大平修司, スタニスロスキースミレ, 日高優一郎
    • Journal Title

      JSMD Review

      Volume: 5 Issue: 1 Pages: 25-32

    • DOI

      10.32299/jsmdreview.5.1_25

    • NAID

      130008073104

    • ISSN
      2432-6992, 2432-7174
    • Related Report
      2021 Research-status Report
    • Peer Reviewed
  • [Journal Article] Meanings of disposition in consumer behavior: The approaches and theoretical issues for the understanding of disposition and identity construction2021

    • Author(s)
      日高優一郎, 加藤亜紀美
    • Journal Title

      JSMD Review

      Volume: 5 Issue: 2 Pages: 51-57

    • DOI

      10.32299/jsmdreview.5.2_51

    • NAID

      130008093626

    • ISSN
      2432-6992, 2432-7174
    • Related Report
      2021 Research-status Report
    • Peer Reviewed
  • [Journal Article] Pandemic and Oen Consumption in Japan: Deliberate Buying to Aid the Seller2021

    • Author(s)
      Mizukoshi. Kosuke, Hidaka, Yuichiro
    • Journal Title

      Markets, Globalization & Development Review

      Volume: 5(3) Pages: 1-8

    • Related Report
      2021 Research-status Report
    • Peer Reviewed
  • [Journal Article] From Social Marketing to Societal Perversion: History of Hometown Tax in Japan2018

    • Author(s)
      Hidaka Yuichiro、Mizukoshi Kosuke
    • Journal Title

      Market, Globalization & Development Review

      Volume: 3 Issue: 1 Pages: 1-24

    • DOI

      10.23860/mgdr-2018-03-01-03

    • Related Report
      2018 Research-status Report
    • Peer Reviewed / Open Access
  • [Journal Article] Sk?l?n, Foug?re & Fellesson, Marketing Discourse: A Critical Perspective (2012)2018

    • Author(s)
      Hidaka Yuichiro
    • Journal Title

      Market, Globalization & Development Review

      Volume: 3 Issue: 1 Pages: 1-9

    • DOI

      10.23860/mgdr-2018-03-01-05

    • Related Report
      2018 Research-status Report
    • Peer Reviewed
  • [Journal Article] Relationship between multiple CRM activities in retail and customer performance: The moderating effects of brand loyalty and variety seeking behavior2018

    • Author(s)
      Hidaka Yuichiro, Kim Woonho, Akiyama Shuichi
    • Journal Title

      International Journal of Marketing & Distribution

      Volume: 2 Issue: 2 Pages: 37-52

    • DOI

      10.5844/ijmd.2.2_37

    • NAID

      130007497550

    • ISSN
      2432-700X, 2432-7182
    • Related Report
      2018 Research-status Report
    • Peer Reviewed
  • [Presentation] Donations in Japan: Hometown Tax Donation and Reciprocal Gifts2021

    • Author(s)
      Hidaka, Yuichiro , Sumire Stanislawski , Kosuke Mizukoshi , Shuji Ohira
    • Organizer
      Association for Consumer Research Conference 2021
    • Related Report
      2021 Research-status Report
    • Int'l Joint Research
  • [Presentation] 関係性概念にもとづく公共・非営利マーケティング研究の再検討2019

    • Author(s)
      日高優一郎・水越康介
    • Organizer
      日本商業学会 関西部会 9月部会「地域活性化研究の再検討」
    • Related Report
      2019 Research-status Report
  • [Presentation] Social Marketing vs. Social Distortion: The Case of Hometown Tax in Japan2018

    • Author(s)
      Hidaka, Yuichiro and Kosuke Mizukoshi
    • Organizer
      The International Society for Markets and Development (ISMD) 2018 - 15th Biennial Conference
    • Related Report
      2018 Research-status Report
    • Int'l Joint Research
  • [Presentation] Western Neoliberal Marketing Thinking2018

    • Author(s)
      Hidaka, Yuichiro
    • Organizer
      The International Society for Markets and Development (ISMD) 2018 - 15th Biennial Conference
    • Related Report
      2018 Research-status Report
    • Int'l Joint Research
  • [Book] 1からの流通システム2018

    • Author(s)
      崔 相鐵、岸本 徹也
    • Total Pages
      268
    • Publisher
      中央経済社
    • ISBN
      9784502261916
    • Related Report
      2018 Research-status Report

URL: 

Published: 2018-04-23   Modified: 2024-01-30  

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