[Faculty of Commerce and Business Administration] Associate Professor Taku Faculty of Commerce and Business Administration receives the Japan Association for Consumer Behavior Research Research Encouragement Award!

Associate Professor Taku Faculty of Commerce and Business Administration has received the 2018 Japan Association for Consumer Behavior Research Research Encouragement Award (Yukihiro Aoki Award).
This award is given to the author of a particularly outstanding paper selected from those published in the previous year's journal, "Consumer Behavior Research," of the Japanese Society for Consumer Behavior Research.
The award-winning paper, titled "Does weight improve evaluations? An examination of the moderating effects of need for contact and visual expression" (by Ishii Hiroaki, Tonokawa Taku, and Park Jaewoo), sheds light on the circumstances in which the sensation of physical weight felt by consumers improves the evaluation of products, etc., by taking into account multiple perspectives such as personal characteristics and the angle of the product photo.

Comment from winner

I am honored to receive such a wonderful award. The winning paper is the result of joint research led by the first author, Dr. Hiroaki Ishii (Seikei University), with the participation of Dr. Jae-Woo Park (Musashi University) and myself. Both Dr. Ishii and Dr. Park taught at our university (Dr. Ishii at Faculty of Service Innovation Associate Professor until March 2015 and Dr. Park at Faculty of Commerce and Business Administration Professor until March 2018), and all four experiments reported in the paper were conducted while they were both enrolled at our university.
We had numerous research meetings on campus in our free time after lectures. We are happy that the "Chiba University of Commerce team," so to speak, transcending faculties and ages, was able to receive the award. From now on, I would like to explain our research results to students in an easy-to-understand manner and return them to our educational activities.