Research Center of Consumer Behavior –

Research Center of Consumer Behavior

Research Theme

Empiical and theoretical research on consumer behavior

Research Director

MORIGUCHI, Takeshi

Faculty of Commerce, School of Commerce

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Project Members

Researchers

ISHII, Hiroaki Associate Professor, Faculty of Commerce, School of Commerce
MORIGUCHI, Takeshi Professor, Faculty of Commerce, School of Commerce
ONZO, Naoto Professor, Faculty of Commerce, School of Commerce
SUNAGA, Tsutomu Professor, Faculty of Commerce, School of Commerce
TAKEMURA, Kazuhisa Professor, Faculty of Letters, Arts and Sciences, School of Humanities and Social Sciences

Guest Researcher / Adjunct Researcher

ABE, Makoto
HAMADA, Shunya
IDENO, Takashi
ISHIDA, Daisuke
KANEKO, Mitsuru
KAWAMATA, Hisashi
KWAK, Hyokjin
MITOMI, Yuki
NISHII, Mayuko
OKUSE, Yoshiyuki
TAMARI, Yuki
TOGAWA, Taku
YASHIMA, Akira

 Research Keywords
 Research Summary
 Contact

Research Keywords

Sensory marketing, Cross-modal interaction, Consumer Psychology

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Research Summary

Marketing that changes consumer decision-making by influencing sensory stimuli is called “sensory marketing. Sensory marketing has been attracting attention since around 2010, and various studies have been conducted. However, it is difficult to say that there have been enough systematic studies in this research area at present. Therefore, we will examine the influence of sensory stimuli on consumer behavior in an interdisciplinary and systematic manner. Through these studies, we aim to contribute to the advancement of academic research in the field of sensory marketing.

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Contact

moriguchi[at]waseda.jp
※Replace [at] with the at sign [@]

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Comprehensive Research OrganizationWaseda University

Project Research Institutes