Research Director: Mayuko Nishii (Associate Professor, Faculty of Commerce and Business Administration)

Project Purpose

In sensory marketing that utilizes anthropomorphism, we will clarify the conditions for anthropomorphism that will elicit a positive response from consumers, purchasing situations in which it can be utilized, and product categories in which it is effective to have a high level of anthropomorphism, and verify the feasibility of its utilization in society.

Project Report

Interim report 1 (January 24, 2024)

Report on Results