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  4. Research Center of Consumer Behavior

Project Research Institutes

Research Center of Consumer Behavior

Research Theme

Empiical and theoretical research on consumer behavior

Research Director

MORIGUCHI, Takeshi
MORIGUCHI, Takeshi
Faculty of Commerce, School of Commerce
Research Director Database

Project Members

Advisor

  • ABE, Shuzo

Researchers

  • ISHII, Hiroaki　Associate Professor, School of Commerce
  • MORIGUCHI, Takeshi　Professor, School of Commerce
  • NOGUCHI, Shosuke　Assistant Professor(tenure-track), School of Commerce
  • ONZO, Naoto　Professor, School of Commerce
  • SUNAGA, Tsutomu　Professor, School of Commerce
  • TAKEMURA, Kazuhisa　Professor, School of Humanities and Social Sciences
  • TOGAWA, Taku　Associate Professor, School of Commerce

Guest Researcher / Adjunct Researcher

  • ABE, Makoto
  • HAMADA, Shunya
  • IDENO, Takashi
  • ISHIDA, Daisuke
  • KANEKO, Mitsuru
  • KAWAMATA, Hisashi
  • KWAK, Hyokjin
  • MITOMI, Yuki
  • NISHII, Mayuko
  • OIKAWA, Naohiko
  • OIKAWA, Naohiko　Guest Professor, Graduate School of Business and Finance
  • OKUSE, Yoshiyuki
  • TAMARI, Yuki
  • WANG, Wenbo
  • YASHIMA, Akira

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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