Principal Investigator: Mayuko Nishii (Associate Professor Faculty of Commerce and Business Administration)

This project took place over a period of one year from April 2023 to March 2024.

Ⅰ. Purpose of this project
Sensory marketing is defined as "marketing that stimulates consumers' senses and influences their behavior" (Krishna, 2012). This project has been researching the impact that visual stimuli, which convey a huge amount of information to consumers, have on their judgments and behavior. Specifically, we have been researching how highly anthropomorphic product designs affect consumers' perceptions of brands, and how stimuli that expand on anthropomorphic characteristics affect judgments and behavior regarding the consumption behavior of others.

II. Activity flow
Following the flow of empirical research, we first read related previous studies to understand the current state of research. Next, we identified the gap between what the previous studies revealed and social issues facing the real world, set research questions, and constructed a conceptual model. This project then conducted numerous online surveys and repeatedly verified the conceptual model. We are currently preparing to present the research findings revealed from the analysis of the data obtained from the surveys at an international academic conference and to submit a paper to an international academic journal.

 

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