Updated on 2024/03/27

写真a

 
PARK　Jaewoo
 
Organization
Faculty of Commerce Professor
Other responsible organization
Commerce Course of Graduate School of Commerce, Master's Program
Commerce Course of Graduate School of Commerce, Doctoral Program Program
Contact information
The inquiry by e-mail is 《here》
External link

Degree

  • 博士（商学） ( 一橋大学 )

  • 修士（商学） ( 一橋大学 )

Education

  • 2005.3
     

    Hitotsubashi University   doctor course   completed

  • 2002.3
     

    Hitotsubashi University   master course   completed

  • 2000.3
     

    Hitotsubashi University   completed

  • 1999.2
     

    Kookmin University   College of Economics and Commerce   graduated

Research History

  • 2021.4 - Now

    Chuo University   Faculty of Commerce Department of Marketing and Trade   Professor of Marketing

  • 2018.4 - 2021.3

    Musashi University   Faculty of Economics   Professor

  • 2016.4 - 2018.3

    Chiba University of Commerce   Faculty of Commerce and Economics   Professor

  • 2010.4 - 2016.3

    Chiba University of Commerce   Faculty of Commerce and Economics   Associate Professor

  • 2014.4 - 2015.3

    University of Oxford

  • 2008.4 - 2010.3

    Chiba University of Commerce   Faculty of Commerce and Economics   Lecturer

  • 2006.4 - 2008.3

    Kobe International University   Faculty of Economics   Lecturer

  • 2005.4 - 2006.3

    一橋大学大学院 商学研究科   ジュニアフェロー

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Research Interests

  • センサリー・マーケティング

  • 感覚マーケティング

  • 消費者心理

  • 消費者行動

  • マーケティング

Research Areas

  • Humanities & Social Sciences / Commerce  / マーケティング

Papers

  • Decoding the meaning of alternative proteins: Connotations and music-matching Reviewed International coauthorship International journal

    Kosuke Motoki, Ayana Bunya, Jaewoo Park, Carlos Velasco

    Food Quality and Preference   105117 - 105117   2024.1

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    Publishing type：Research paper (scientific journal)   Publisher：Elsevier BV  

    DOI： 10.1016/j.foodqual.2024.105117

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  • Creating luxury brand names in the hospitality and tourism sector: The role of sound symbolism in destination branding Reviewed International coauthorship International journal

    Kosuke Motoki, Jaewoo Park, Abhishek Pathak, Charles Spence

    Journal of Destination Marketing & Management   30   100815 - 100815   2023.12

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    Publishing type：Research paper (scientific journal)   Publisher：Elsevier BV  

    DOI： 10.1016/j.jdmm.2023.100815

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  • “Human-like” is powerful: The effect of anthropomorphism on psychological closeness and purchase intention in insect food marketing Reviewed International journal

    Zining Wang, Jaewoo Park

    Food Quality and Preference   109   104901 - 104901   2023.7

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    Authorship：Corresponding author   Publishing type：Research paper (scientific journal)   Publisher：Elsevier BV  

    DOI： 10.1016/j.foodqual.2023.104901

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  • The temperature of newness: How vision–temperature correspondence in advertising influences newness perception and product evaluation Reviewed International coauthorship International journal

    Taku Togawa, Hiroaki Ishii, Jaewoo Park, Rajat Roy

    Journal of Business Research   160   113801   2023.5

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    Publishing type：Research paper (scientific journal)   Publisher：Elsevier BV  

    DOI： 10.1016/j.jbusres.2023.113801

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  • Sensory Nudge: A Literature Review on the Influence of Sensory Factors on Healthy Food Consumption Reviewed

    Jaewoo Park, Taku Togawa, Kosuke Motoki

    Japan Marketing Journal   42 ( 3 )   6 - 16   2023.1

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    Authorship：Lead author,　Corresponding author   Publishing type：Research paper (scientific journal)   Publisher：Japan Marketing Academy  

    DOI： 10.7222/marketing.2023.002

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  • The connotative meanings of sound symbolism in brand names: A conceptual framework Reviewed International coauthorship International journal

    Kosuke Motoki, Jaewoo Park, Abhishek Pathak, Charles Spence

    Journal of Business Research   150   365 - 373   2022.11

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    Publishing type：Research paper (scientific journal)   Publisher：Elsevier BV  

    DOI： 10.1016/j.jbusres.2022.06.013

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  • “Looking sharp”: Price typeface influences awareness of spending in mobile payment Reviewed International coauthorship International journal

    Jaewoo Park, Carlos Velasco, Charles Spence

    Psychology & Marketing   39 ( 6 )   1170 - 1189   2022.6

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    Authorship：Lead author,　Corresponding author   Publishing type：Research paper (scientific journal)   Publisher：Wiley  

    We investigate whether the typeface used to display the purchase amount in the context of mobile payment influences consumers’ awareness of spending. The evidence suggests that prices displayed in angular (vs. round) typeface increase the awareness of spending in the context of mobile payment via the perceived harshness of the typeface and the experienced pain of payment (Studies 1-3, 5, and 6). Angular (vs. round) typeface also has downstream consequences for payment behavior, indicating that the amount displayed with the angular typeface increases the hesitation to press the “pay” button (Studies 2 and 6). Our results also demonstrate that the typeface effect on the awareness of spending is moderated by the purchase amount (Study 3). The robust typeface effect documented for Japanese participants (Studies 1-3) is not observed in North Americans (Studies 4 and 5), highlighting the role of culture. Finally, we replicate the price typeface effect (Studies 1-3) in a situation that is closer to the context of real mobile shopping and demonstrate that price typeface impact people’s willingness to spend on the next grocery shop (Study 6). Our research contributes to the scarce literature on addressing the the profligacy issues associated with mobile payments and broadly cashless payments.

    DOI： 10.1002/mar.21651

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    Other Link： https://onlinelibrary.wiley.com/doi/full-xml/10.1002/mar.21651

  • Celebrity insects: Exploring the effect of celebrity endorsement on people’s willingness to eat insect-based foods Reviewed International coauthorship International journal

    Jaewoo Park, Kosuke Motoki, Carlos Velasco, Charles Spence

    Food Quality and Preference   97   104473 - 104473   2022.4

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    Authorship：Lead author,　Corresponding author   Publishing type：Research paper (scientific journal)   Publisher：Elsevier BV  

    DOI： 10.1016/j.foodqual.2021.104473

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  • Contextual acceptance of novel and unfamiliar foods: Insects, cultured meat, plant-based meat alternatives, and 3D printed foods Reviewed International coauthorship International journal

    Kosuke Motoki, Jaewoo Park, Charles Spence, Carlos Velasco

    Food Quality and Preference   96   104368   2022.3

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    Publishing type：Research paper (scientific journal)  

    DOI： 10.1016/j.foodqual.2021.104368

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  • The effect of perceived scarcity on strengthening the attitude–behavior relation for sustainable luxury products Reviewed International coauthorship International journal

    Jaewoo Park, Hyo Jin Eom, Charles Spence

    Journal of Product & Brand Management   31 ( 3 )   469 - 483   2022.1

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    Authorship：Lead author,　Corresponding author   Publishing type：Research paper (scientific journal)   Publisher：Emerald  

    <sec>
    <title content-type="abstract-subheading">Purpose</title>
    This study aims to examine whether, and how, perceived product scarcity strengthens the attitude–behavior relation in the case of sustainable luxury products.


    </sec>
    <sec>
    <title content-type="abstract-subheading">Design/methodology/approach</title>
    Three online studies were conducted to examine the moderating role of perceived product scarcity on the attitude–willingness to pay (WTP) relationship in the case of sustainable luxury products. A preliminary study (<italic>n</italic> = 208) examined the existence of an attitude–WTP gap toward a sustainable luxury product (i.e. a bag). Study 1 (<italic>n</italic> = 171) investigated the moderating effect of perceived scarcity induced by a limited quantity message on the relationship between consumer attitude and the WTP for a sustainable luxury product (i.e. a pair of shoes). Study 2 (<italic>n</italic> = 558) replicated these findings using a different product category (i.e. a wallet) while controlling for demographic variables and examined the moderating role of consumer characteristics on the scarcity effect.


    </sec>
    <sec>
    <title content-type="abstract-subheading">Findings</title>
    Consumers’ perceived scarcity for sustainable luxury products positively moderated the relationship between product attitudes and their WTP for the products. The moderating effect of perceived scarcity was significant for consumers regardless of their tendency toward socially responsible consumption and their preference for product innovativeness. Meanwhile, the scarcity effect was influenced by the consumers’ attitude toward the brand of sustainable products.


    </sec>
    <sec>
    <title content-type="abstract-subheading">Practical implications</title>
    This research provides empirical evidence for marketers with clear managerial implications concerning how to immediately promote consumers’ acceptance of sustainable luxury products.


    </sec>
    <sec>
    <title content-type="abstract-subheading">Originality/value</title>
    This study is the first to examine the role of scarcity strategy on strengthening the attitude–behavior relation for sustainable luxury products.


    </sec>

    File： accepted_final_sustainable_luxury.pdf

    DOI： 10.1108/jpbm-09-2020-3091

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  • How early acquired phonemes present in words (or brand names) can evoke the expectations of sweet tastes Reviewed International coauthorship International journal

    Abhishek Pathak, Gemma Anne Calvert, Kosuke Motoki, Jaewoo Park

    Food Quality and Preference   96   104392 - 104392   2021.9

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    Publishing type：Research paper (scientific journal)   Publisher：Elsevier BV  

    DOI： 10.1016/j.foodqual.2021.104392

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  • A sound brand name: The role of voiced consonants in pharmaceutical branding Reviewed International coauthorship International journal

    Jaewoo Park, Kosuke Motoki, Abhishek Pathak, Charles Spence

    Food Quality and Preference   90   104104 - 104104   2021.6

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    Authorship：Lead author,　Corresponding author   Publishing type：Research paper (scientific journal)   Publisher：Elsevier BV  

    DOI： 10.1016/j.foodqual.2020.104104

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  • Constructing healthy food names: On the sound symbolism of healthy food Reviewed International coauthorship International journal

    Kosuke Motoki, Jaewoo Park, Abhishek Pathak, Charles Spence

    Food Quality and Preference   90   104157 - 104157   2021.6

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    Publishing type：Research paper (scientific journal)   Publisher：Elsevier BV  

    DOI： 10.1016/j.foodqual.2020.104157

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  • Turning the other cheek: Facial orientation influences both model attractiveness and product evaluation Reviewed International coauthorship International journal

    Jaewoo Park, Charles Spence, Hiroaki Ishii, Taku Togawa

    Psychology & Marketing   38 ( 1 )   7 - 20   2021.1

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    Authorship：Lead author,　Corresponding author   Publishing type：Research paper (scientific journal)   Publisher：Wiley  

    DOI： 10.1002/mar.21398

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    Other Link： https://onlinelibrary.wiley.com/doi/full-xml/10.1002/mar.21398

  • Review and future directions of consumer acceptance of insect-based foods Reviewed

    Kosuke Motoki, Shin-ichi Ishikawa, Jaewoo Park

    The Japanese journal of psychology   92 ( 1 )   52 - 67   2021.1

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    Publishing type：Research paper (scientific journal)   Publisher：The Japanese Psychological Association  

    DOI： 10.4992/jjpsy.92.20402

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  • Shivering for Status: When Cold Temperatures Increase Product Evaluation Reviewed International coauthorship International journal

    Jaewoo Park, Rhonda Hadi

    Journal of Consumer Psychology   30 ( 2 )   314 - 328   2020.4

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    Authorship：Lead author   Language：English   Publishing type：Research paper (scientific journal)  

    DOI： 10.1002/jcpy.1133

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  • Tasting names: Systematic investigations of taste-speech sounds associations Reviewed International coauthorship International journal

    Kosuke Motoki, Toshiki Saito, Jaewoo Park, Carlos Velasco, Charles Spence, Motoaki Sugiura

    Food Quality and Preference   80   103801 - 103801   2020.3

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    Publishing type：Research paper (scientific journal)   Publisher：Elsevier BV  

    Product names can be developed to effectively convey specific sensory attributes to the consumer. Most of the previous research on crossmodal correspondences has shown that people selectively associate words (e.g., ‘Maluma’, ‘Takete’) with taste attributes. To provide practical insights for naming new products in the food industry, it is important to obtain a more nuanced understanding concerning those properties of speech sounds (i.e., vowels, consonants) influencing people's taste expectations. In this study, we investigated taste-speech sound correspondences by systematically manipulating the vowels and consonants comprising fictitious brand names. Based on the literature on crossmodal correspondences and sound symbolism, we investigated which vowels/consonants contribute more to the association between speech sounds and tastes (sweet/sour/salty/bitter). Across three experiments, we systematically varied vowels (front: [i][e], back: [a][u][o]), and affricate consonants (e.g., fricative: [f][s], stop: [p][t]) as well as voiced/voiceless consonants (e.g., voiced: [b][d], voiceless: [f][k]). Japanese participants were presented with brand names and had to evaluate the taste that they expected the product to have. The results revealed that: (1) front (back) vowels increased expected sweetness (bitterness), (2) fricative (stop) consonants increased expected sweetness (saltiness/bitterness), (3) voiceless (voiced) consonants increased expected sweetness/sourness (saltiness/bitterness). Moreover, consonants, which were pronounced first in the brand names, exerted a greater influence on expected taste than did the vowels. Taken together, these findings help advance theoretical foundations in sound-taste correspondences research as well as provide practical contributions to the food practitioners to develop predictive product names.

    DOI： 10.1016/j.foodqual.2019.103801

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  • A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions Reviewed International coauthorship International journal

    Taku Togawa, Jaewoo Park, Hiroaki Ishii, Xiaoyan Deng

    Journal of Retailing   95 ( 4 )   204 - 218   2019.12

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    Publishing type：Research paper (scientific journal)   Publisher：Elsevier BV  

    DOI： 10.1016/j.jretai.2019.11.001

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  • Reactions to Nonconformity Imagery in Advertising among Chinese and Japanese Consumers: The Effect of Personal and National Cultural Tightness Reviewed International coauthorship International journal

    Nara Youn, Jaewoo Park, Hyo Jin Eom

    Journal of Advertising   48 ( 5 )   532 - 554   2019.10

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    Publishing type：Research paper (scientific journal)   Publisher：Informa UK Limited  

    DOI： 10.1080/00913367.2019.1674754

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  • 審美性知覚と消費者行動の接点 Invited Reviewed

    朴宰佑, 外川拓

    マーケティングジャーナル   38 ( 4 )   20 - 34   2019.3

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    Authorship：Lead author,　Corresponding author   Language：Japanese   Publishing type：Research paper (scientific journal)  

    DOI： 10.7222/marketing.2019.014

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  • 小売マーケティングにおける触覚要因の効果 ―身体化認知理論からの示唆― Invited

    外川拓, 石井裕明, 朴宰佑

    流通情報   ( 536 )   29 - 38   2019.1

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    Language：Japanese   Publishing type：Research paper (scientific journal)  

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  • When Does Perceived Hardness Affect Consumers’ Judgments: A Conceptual Replication of Krishna and Morrin (2008) Reviewed International coauthorship International journal

    Togawa, Taku, Hiroaki Ishii, Jaewoo Park, Rajat Roy

    Journal of Marketing Behavior   3 ( 3 )   29 - 38   2018.12

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    Language：English   Publishing type：Research paper (scientific journal)  

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  • Consumer evaluation of healthy, unpleasant-tasting food and the post-taste effect of positive information Reviewed International journal

    Satoko Suzuki, Jaewoo Park

    Food Quality and Preference   66   107 - 110   2018.6

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    Language：English   Publishing type：Research paper (scientific journal)   Publisher：Elsevier Ltd  

    Previous research on taste evaluations has often featured tasty foods. However, some foods taste unpleasant, particularly those that are good for our health. In two experiments, we showed that for unpleasant-tasting foods, the effect of positive information on taste experiences differs from the findings in the previous literature. When positive information about the food was given after tasting, participants evaluated the product experience more positively than when the same information was given before tasting. Here, we propose the mobilization-minimization hypothesis as a potential explanation for this post-tasting positive information effect. Furthermore, mediation analysis revealed a significant indirect effect of information order on product evaluation through emotional change. Taken together, learning positive information about unpleasant-tasting foods, particularly about their health benefits, may minimize the negative emotional impact of that experience, thereby positively influencing product evaluation. The theoretical and practical implications of this research are discussed.

    DOI： 10.1016/j.foodqual.2018.01.006

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  • Does Face Orientation Affect the Perception of a Model and the Evaluation of Advertised Product? Reviewed International coauthorship International journal

    Jaewoo Park, Charles Spence, Hiroaki Ishii, Taku Togawa

    European Advances in Consumer Research   11   35 - 38   2018.6

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    Authorship：Lead author,　Corresponding author   Language：English   Publishing type：Research paper (international conference proceedings)  

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  • Who Prefers More Visually Pleasing Products? Exploring Determinants of Consumers' Visual Aesthetic Consciousness Reviewed

    Jaewoo Park, Togawa Taku, Hiroaki Ishii

    Conference Proceedings of the 5th International Conference on Business, Economics, Management and Marketing   10 - 16   2018.3

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    Authorship：Lead author,　Corresponding author   Language：English   Publishing type：Research paper (international conference proceedings)  

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  • 重さは評価を高めるのか？接触欲求と視覚的表現による調整効果の検討 Reviewed

    石井裕明, 朴宰佑, 外川拓

    消費者行動研究   24 ( 1 )   1 - 26   2017.10

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  • Which Side of the Face Do You Like Better? Pose Orientation, Impression Formation, and Product Attitude Reviewed

    Jaewoo Park, Taku Togawa, Hiroaki Ishii

    46th Annual Conference Proceedings of European Marketing Academy   2017.5

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    Authorship：Lead author,　Corresponding author   Publishing type：Research paper (international conference proceedings)  

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  • 時間概念の空間的表象と消費者評価

    朴宰佑

    千葉商大論叢   54 ( 2 )   77 - 92   2017.3

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    Publishing type：Research paper (bulletin of university, research institution)  

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  • Effects of Product's Visual Heaviness on Perceived Importance of Purchasing

    54 ( 2 )   163 - 177   2017.3

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    Language：Japanese   Publishing type：Research paper (bulletin of university, research institution)  

    CiNii Books

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    Other Link： http://id.nii.ac.jp/1381/00005312/

  • 消費者行動における触覚経験の影響 －ハプティック知覚に関する研究の展開と課題－ Reviewed

    朴宰佑, 石井裕明, 外川拓

    19 ( 1 )   1 - 13   2016.12

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    Authorship：Lead author,　Corresponding author   Language：Japanese   Publishing type：Research paper (scientific journal)  

    DOI： 10.5844/jsmd.19.1_1

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  • Effects of Lightness-Location Congruency on Consumers’ Purchase Decision-Making Reviewed International coauthorship International journal

    Tsutomu Sunaga, Jaewoo Park, Charles Spence

    Psychology & Marketing   33 ( 11 )   934 - 950   2016.11

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    Language：English   Publishing type：Research paper (scientific journal)   Publisher：Wiley-Liss Inc.  

    A considerable body of psychological and neuroscientific research has demonstrated the existence of robust sensory correspondences between various features, attributes, or dimensions of experience in different sensory modalities. Despite findings indicating the importance of sensory correspondences to human information processing, research on purchase decision-making has not to date focused sufficiently on this phenomenon. The present study examines how the lightness of packaging colors, and the location of products on a display shelf interact to affect consumers’ purchase decision-making via perceived visual heaviness. As predicted, a display with light (dark) colored products positioned in the upper (lower) shelf positions increases shoppers’ perceptual fluency and facilitates their visual search, thus leading to the suggestion that “light” (heavy) locations are most appropriate for light (dark) colored products. Moreover, the lightness-location congruent display is shown to influence people's choice behavior positively as well. This research also demonstrates that when consumers consider the lightness (in terms of their weight) of the products, they are more likely to choose light (vs. dark) colored products located in the upper shelf positions. These results therefore demonstrate that consumers’ purchase decision-making may be promoted by in-store environments designed to be congruent with their sensory correspondences.

    DOI： 10.1002/mar.20929

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  • 「硬さ」「重さ」の感覚と消費者の意思決定

    Japan Marketing Journal   35 ( 4 )   72 - 89   2016.3

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    Language：Japanese   Publishing type：Research paper (scientific journal)   Publisher：Japan Marketing Academy  

    DOI： 10.7222/marketing.2016.016

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  • Is Cold Always Bad? The Positive Effect of Perceived Coldness on Luxury Perceptions Reviewed

    Jaewoo Park, Rhonda Hadi

    2015.5

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    Authorship：Lead author,　Corresponding author  

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  • 在外研究レポートー身体性認知理論に基づく感覚マーケティングの研究 Invited

    朴宰佑

    View & Vision   39 ( 39 )   68 - 73   2015.3

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    Language：Japanese   Publisher：千葉商科大学  

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  • What Makes Desire for Touch Strong? Investigation of Individual Determinants of Desire for Touch Reviewed

    Jaewoo Park, Hiroaki Ishii

    Asian-Pacific Advanced in Consumer Research   10   409 - 411   2013.10

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    Authorship：Lead author,　Corresponding author  

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  • The Effect of Touch and Determinants of Motivation to Touch in Marketing Contexts

    PARK Jaewoo

    Chiba University of Commerce review   50 ( 2 )   121 - 133   2013.3

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    Language：Japanese   Publisher：Chiba University of Commerce  

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    Other Link： http://id.nii.ac.jp/1381/00004945/

  • マーケティングにおける感覚的訴求の効果 Invited

    朴宰佑

    View & Vision   33   11 - 15   2012.3

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    Language：Japanese   Publisher：千葉商科大学  

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  • 消費者の生活満足、購買満足、および地域に対する評価の関連性－市川市民に関する消費動向調査のデータ分析－

    朴宰佑

    国府台経済研究   22 ( 2 )   69 - 86   2012.3

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    Language：Japanese   Publisher：千葉商科大学  

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  • Basic analysis of product attribute associations by brand name pronunciation Invited

    Quarterly journal of economics   245   80 - 99   2010.10

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  • ［経営を読み解くキーワード］感覚マーケティング Invited

    朴宰佑

    一橋ビジネスレビュー   58 ( 1 )   100 - 101   2010.6

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  • ブランドネームの発音がブランド評価に及ぼす影響—Sound Symbolism 理論からのアプローチ Reviewed

    朴宰佑, 大瀬良伸

    消費者行動研究   16 ( 1 )   123 - 136   2009.12

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  • ブランドネームの発音が製品属性の連想およびブランド態度に及ぼす影響 Reviewed

    朴宰佑, 大瀬良伸

    日経広告研究所報   43 ( 247 )   73 - 88   2009.10

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    Authorship：Lead author,　Corresponding author   Language：Japanese   Publisher：日経広告研究所  

    CiNii Books

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  • The Effect of Brand Sound on Consumers' Brand Evaluation in Japan Reviewed International journal

    Jaewoo Park, Shin Osera

    2   188 - 189   2008.10

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    Authorship：Lead author,　Corresponding author  

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  • An empirical study on the effect of symbolic consumption on consumer's self-concept formation

    Kobe International University economic and management review   27 ( 2 )   55 - 75   2007.12

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    Language：Japanese  

    CiNii Books

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  • The influence of internet upon daily life and digital divide

    Kobe International University review   ( 73 )   15 - 31   2007.12

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    Language：Japanese  

    CiNii Books

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  • A study of regional brand development and cultivation: understanding regional characteristics by the POS data Reviewed

    55 ( 1,2 )   1 - 15   2007.3

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    Language：Japanese  

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  • 日清ファルマ：コエンザイムQ10の量産化と事業化

    朴宰佑, 松井剛

    一橋ビジネスレビュー   54 ( 3 )   124 - 139   2006.12

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  • ソーシャル・タイプと象徴的結合の対応関係の探求：シロガネーゼの描写記事の内容分析を中心に

    朴宰佑

    一橋論叢   134 ( 5 )   89 - 108   2005.11

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  • 日本における商品研究の現状と新しい研究視点の提示 Reviewed

    片岡寛, 朴宰佑

    商品研究   54 ( 1,2 )   1 - 10   2005.2

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    Authorship：Corresponding author   Language：Japanese   Publisher：日本商品学会  

    CiNii Books

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  • 商品の象徴的結合の理論的研究 Reviewed

    朴宰佑

    商品研究   53 ( 1,2 )   29 - 38   2004.3

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    Language：Japanese   Publisher：日本商品学会  

    CiNii Books

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Books

  • マーケティングの力: 最重要概念・理論枠組み集 (単行本)

    恩蔵 直人, 坂下玄哲 編（ Role： Contributor2-1 「購買意思決定モデル」、2-7「処理流暢性」）

    有斐閣  2023.5  （ ISBN:4641166137 ）

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    Total pages：364   Language：Japanese  

    ASIN

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  • 意匠性を高める顔料技術

    （ Role： Contributor消費者は何に美しさを感じるのかーデザイン要素と審美性知覚（第4章第6節））

    サイエンス＆テクノロジー  2021.5 

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  • 1からの消費者行動

    松井, 剛, 西川, 英彦, 朴, 宰佑, 山本, 奈央, 浦野, 寛子, 鈴木, 智子(経営学), 水越, 康介, 北村, 真琴, 石井, 裕明, 大竹, 光寿

    碩学舎,中央経済グループパブリッシング (発売)  2016.1  （ ISBN:9784502161513 ）

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    Total pages：iv, 11, 261p   Language：Japanese  

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  • ソロモン消費者行動論

    Solomon, Michael R., 大竹, 光寿, 北村, 真琴, 鈴木, 智子(経営学), 西川, 英彦, 朴, 宰佑, 水越, 康介, 松井, 剛

    丸善出版  2015.1  （ ISBN:9784621088777 ）

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    Total pages：xxv, 796p   Language：Japanese  

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  • 商品開発

    片岡寛, 山本恭裕, 見目洋子, 平塚三好, 朴宰佑, 大平修司, 小川亮, 平島廉久, 今井文俊, 貴島良介 ほか

    実教出版  2014.1  （ ISBN:9784407203073 ）

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    Total pages：206p, 図版6p   Language：Japanese  

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  • 現代商品論

    見目, 洋子, 神原, 理, 大原, 悟務, 朴, 宰佑, 大平, 修司

    白桃書房  2006.12  （ ISBN:9784561651635 ）

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    Total pages：vii, 204p   Language：Japanese  

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Presentations

  • It looks work better: Embedding a posture silhouette in medicine packages to increase purchase intention

    Zining Wang, Jaewoo Park

    Association for Consumer Research, Annual Conference (Seattle, USA)  2023.10 

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  • Male or female: the effect of human face presence on consumers’ responses to the advertised insect food

    Zining Wang, Jaewoo Park

    15th Pangborn Sensory Science Symposium (Nantes, France)  2023.8 

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  • How and when do virtual influencers positively affect consumer responses to endorsed brands?

    Barbara Kobuszewski Volles, Jaewoo Park, Anneleen Van Kerckhove, Maggie Geuens

    European Association for Consumer Research (Amsterdam, Netherlands)  2023.7 

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  • Does the juxtaposition of the couple’s image influence perceived gender equality in advertising?

    Jaewoo Park, Hiroaki Ishii, Taku Togawa

    European Association for Consumer Research  2023.7 

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  • The Semantic Congruence of Sound and Visual Position of Brand Names: Downstream Effect of Fluency and Moderated Effect by Product Origin

    Hiroaki Ishiii, Taku Togawa, Jaewoo Park

    2023.3 

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  • Virtual (vs. human) influencers’ perception of uniqueness and their advertising effectiveness for luxury vs. mass-market brands

    Barbara Kobuszewski Volles, 朴 宰佑

    第65回消費者行動研究コンファレンス  2022.10 

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    Presentation type：Oral presentation (general)  

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  • Facing Direction and Implied Motion in a Product Image Interact to Influence the Consumer’s Response to Advertising

    Jaewoo Park, Taku Togawa, Hiroaki Ishii, Charles Spence

    Association for Consumer Research, Annual Conference (Denver, USA)  2022.10 

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  • Exploring the influence of robot voice pitch on consumer responses to robotic service in restaurants International conference

    Jaewoo Park

    ( Truku )   2022.9 

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    Event date： 2022.9 　 　

    Presentation type：Poster presentation   Country：Finland  

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  • Celebrity insects: Exploring the effect of celebrity endorsement on people’s willingness to eat insect-based foods

    朴 宰佑, 元木 康介, Carlos Velasco, Charles Spence

    第63回消費者行動研究コンファレンス  2021.10 

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  • 冷たいほど新しい？広告画像の視覚的温度が製品の 新しさ知覚に及ぼす影響

    外川 拓, 石井 裕明, 朴 宰佑

    第62回消費者行動研究コンファレンス  2021.5 

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    Event date： 2021.5 　 　

    Presentation type：Oral presentation (general)  

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  • Exploring the role of perceived risk on attitude toward chatbot services among aging consumers

    Hyo Jin Eom, Jaewoo Park

    Global Marketing Conference (Seoul, Korea)  2020.11 

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    Language：English   Presentation type：Oral presentation (general)  

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  • Semantic Congruity of Price and Name: The Effect of Precise or Round Numbers and Sound Symbolism

    Hiroaki Ishii Jaewoo, Park, Taku Togawa

    Association for Consumer Research, ACR Conference 2020  2020.10 

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  • 観光地や宿泊施設の広告レイアウトと消費者の心理的距離

    石井裕明, 外川拓, 朴宰佑, 松本大吾

    日本観光研究学会 第34回全国大会  2019.12 

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  • How the Experience of Heaviness versus Lightness Can Influence Preference for Combined and Partitioned Prices

    Togawa, Taku, Rajat Roy, Hiroaki Ishii, Jaewoo Park

    Association for Consumer Research, 2019 ACR Conference (Atlanta, USA)  2019.10 

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    Presentation type：Oral presentation (general)  

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  • Using Visual Packaging Design to Influence Taste Perception and Food Consumption: A Cross-Modal Effect Approach International conference

    Togawa, Taku, Jaewoo Park, Hiroaki Ishii, Xiaoyan Deng

    2019.10 

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  • Exploring the effect of celebrity endorsement on consumer evaluation of insect-based food

    Jaewoo Park, Satoko Suzuki

    13th Pangborn Sensory Science Symposium (Edinburgh, Scotland)  2019.7 

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  • Effects of Juxtaposition of Endorsers and Products in Advertisements International conference

    Park, Jaewoo, Taku Togawa, Hiroaki Ishii

    ICORIA 2019: The 18th International Conference on Research in Advertising  2019.6 

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    Language：English   Presentation type：Oral presentation (general)  

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  • Conceptual association of vertical layout in advertisements and psychological distance International conference

    Ishii, Hiroaki, Taku Togawa, Jaewoo Park, Daigo Matsumoto

    ICORIA 2019: The 18th International Conference on Research in Advertising  2019.6 

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  • 統一論題ラウンドテーブル「消費者行動論者は消費者をどう捉えているのか？」 Invited

    須永務, 朴宰佑, 新倉貴士, 松下光司

    第58回消費者行動研究コンファレンス  2019.5 

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    Presentation type：Symposium, workshop panel (nominated)  

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  • Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice International conference

    Togawa, Taku, Jaewoo Park, Hiroaki Ishii, Xiaoyan Deng

    Association for Consumer Research  2018.10 

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  • ブランドネームとパッケージ・デザインの感覚的一致の効果 Invited

    石井裕明、外川拓、朴宰佑  2018.8 

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    Presentation type：Oral presentation (invited, special)  

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  • Asymmetric Congruity Effect: The Role of Sound Symbolism in Semantic Congruity International conference

    Ishii, Hiroaki, Taku Togawa, Park, Jaewoo

    American Psychological Association, APA Annual Convention 2018  2018.8 

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    Language：English   Presentation type：Oral presentation (general)  

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  • 起用モデルの顔の向きが広告評価に与える影響 Invited

    朴宰佑, Charles Spence, 石井裕明, 外川 拓

    早稲田大学 センサリー・マーケティング連続シンポジウム 第1回 我が国におけるセンサリー・マーケティングの可能性と課題  2018.8 

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  • Does Your Brand Name Sound Heavy or Light? The Congruency Effect of Sound and Visual Position of Brand Name on Product Evaluation International conference

    Ishii, Hiroaki, Taku Togawa, Park, Jaewoo

    11th European ACR Conference (Ghent, Belgium)  2018.6 

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  • Does Face Orientation Affect the Perception of a Model and the Evaluation of Advertised Product? International conference

    Park, Jaewoo, Charles Spence, Hiroaki Ishii, Taku Togawa

    11th European ACR Conference (Ghent, Belgium)  2018.6 

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  • Who Prefers More Visually Pleasing Products? Exploring Determinants of Consumers’ Visual Aesthetic Consciousness International conference

    Park, Jaewoo, Taku Togawa, Hiroaki Ishii

    International Conference on Business, Economics, Management and Marketing (Oxford, UK)  2018.3 

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  • 感覚マーケティングをつかむ ～その効果と影響メカニズム～ Invited

    朴宰佑

    第1194回 マーケティング創造研究会  2018.2 

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    Presentation type：Public lecture, seminar, tutorial, course, or other speech  

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  • 消費者行動における身体化認知：既存研究の整理 Invited

    朴 宰佑

    早稲田大学 消費者行動研究所 公開シンポジウム  2017.7 

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    Presentation type：Public lecture, seminar, tutorial, course, or other speech  

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  • Which Side of the Face Do You Like Better?: Pose Orientation, Impression Formation, and Product Attitude International conference

    Park, Jaewoo, Taku Togawa, Ishii Hiroaki

    The European Marketing Academy (EMAC), 46th Annual Conference (Groningen, Netherlands)  2017.5 

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  • モデルの顔のアングルが人物評価および製品態度に与える影響の探索的研究

    朴宰佑, 石井裕明, 外川拓

    日本消費者行動研究学会第53回消費者行動研究コンファレンス  2016.11 

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    Language：Japanese   Presentation type：Oral presentation (general)  

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  • Does Visual Heaviness Convey Rich Flavor? Effect of Product Image Location on Consumers’ Taste Expectation

    Association for Consumer Research (Berlin, Germany)  2016.10 

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  • Does Hand Cleansing Affect Feelings of Guilt for Smoking Behavior? The Effect of Physical Cleansing on Perceived Consumer Guilt

    Jaewoo Park, Ishii Hiroaki, Taku Togawa

    European Marketing Academy, 45th Conference (Oslo, Norway)  2016.5 

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    Presentation type：Poster presentation  

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  • The Spatial-temporal Congruency Effect of Product Direction and Position on Product Attitude

    2015.8 

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  • The Effect of Spatial-Temporal Congruency on the Evaluation of a Retro Product

    Park Jaewoo, Charles Spence

    Association for Consumer Research Asian Pacific Conference (Hong Kong, China)  2015.6 

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  • Effect of Irrelevant Haptic Inputs on Consumer’ Judgment: The Moderating Role of Construal Level

    Taku Togawa, Ishii Hiroaki, Park Jaewoo

    Association for Consumer Research Asian Pacific Conference (Hong Kong, China).  2015.6 

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  • Is Cold Always Bad? The Positive Effect of Perceived Coldness on Luxury Perceptions

    Jaewoo Park, Rhoda Hadi

    EMAC(European Marketing Academy)Annual Conference (Luven, Belgium)  2015.5 

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    Presentation type：Oral presentation (general)  

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  • Exploring Possible Causes For a Gender Difference in The Effect of Heaviness on Consumer Evaluation

    Jaewoo Park, Hiroaki Ishii, Taku Togawa

    Association for Consumer Research North America Conference (Baltimore, USA)  2014.10 

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    Presentation type：Poster presentation  

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  • Construal Level Effects on Product Evaluations and Willingness to Pay-Haptic and Licensing Effects

    Hiroaki Ishii, Taku Togawa, Jaewoo Park

    APA（American Psychological Association）Annual Convention (Washington, D.C., USA)  2014.8 

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    Presentation type：Oral presentation (general)  

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  • When Does Weight Influence Evaluations? Examining the Moderating Role of Consumers’ Construal Level

    Hiroaki Ishii, Taku Togawa, Jaewoo Park

    Society for Consumer Psychology, Annual Winter Conference (Miami, USA)  2014.3 

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  • Do Not Wash Your Hands When You Eat Junk Food: The Possibility of a Reverse Macbeth Effect in Consumer Behavior

    Jaewoo Park, Hiroaki Ishii

    Association for Consumer Research North America Conference (Chicago, USA)  2013.10 

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  • Does Heavier Weight Mean More Power? Examining the Moderating Role of Dominance Trait and Semantic Congruence

    Hiroaki Ishii, Jaewoo Park

    Association for Consumer Research North America Conference (Chicago, USA)  2013.10 

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  • Gender Differences in the Influence of Weight on Product Evaluation

    Jaewoo Park, Hiroaki Ishii

    Association for Consumer Research European Conference(Barcelona, Spain)  2013.7 

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  • 重さは評価を高めるのか‐重さと評価の調整変数の検討

    石井裕明, 朴 宰佑

    日本消費者行動研究学会第46回コンファレンス  2013.3 

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    Presentation type：Oral presentation (general)  

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  • What Makes Desire for Touch Strong? Investigation of individual determinants of desire for touch

    Jaewoo Park, Hiroaki Ishii

    Association for Consumer Research, Asian Pacific Conference (Queenstown, New Zealand)  2012.7 

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  • ブランドネームの発音が製品属性の連想およびブランド態度に及ぼす影響

    朴 宰佑, 大瀬良伸

    日本商業学会関東部会  2008.11 

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    Presentation type：Oral presentation (general)  

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  • The Effect of Brand Sound on Consumers' Brand Evaluation in Japan

    Jaewoo Park, Shin Osera

    Association for Consumer Research, Latin America Conference（Sao Paulo, Brazil）  2008.8 

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  • 地域イメージの構成要素の発見に向けての一考察

    大平 修司, 大瀬良伸, 朴 宰佑

    日本商品学会全国大会  2007.6 

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  • 象徴的消費ニーズの構成要因および規定要因に関する研究

    朴宰佑

    日本消費者行動研究学会コンファレンス  2007.6 

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  • 地域イメージが商品評価に及ぼす影響：即席そばを事例に

    朴宰佑, 大平修司, 大瀬良伸

    日本商品学会東日本部会大会  2006.11 

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  • コエンザイムQ10の量産化と事業化：日清ファルマの事例研究

    朴宰佑, 松井剛

    日本商品学会関東部会大会  2006.11 

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  • 象徴的消費が自己概念に及ぼす影響力の変化に関する実証研究

    朴宰佑

    日本マーケティング・サイエンス学会研究大会  2005.12 

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  • 象徴的消費が新しい自己概念の形成に及ぼす影響の実証研究

    朴宰佑

    日本消費者行動研究学会コンファレンス  2005.11 

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  • リージョン・オブ・オリジンを活用した商品開発の可能性: 実態特性とイメージ特性による地域特性の把握

    大平修司, 大瀬良伸, 朴宰佑

    日本商品学会東日本部会大会  2005.10 

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  • 象徴的消費と新しい自己概念の形成

    朴宰佑

    日本商品学会全国大会  2005.6 

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  • 変化する自己概念と象徴的消費の関係：役割移行への着目

    朴宰佑

    日本商品学会関東部会大会  2004.10 

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  • 商品の象徴的補完性の理論的研究

    朴宰佑

    日本商品学会関東部会大会  2003.10 

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  • POSデータのマネジメントへの適用：ドレッシング市場を事例として

    大瀬良伸, 大平修司, 朴宰佑

    日本商品学会関東部会大会  2003.10 

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  • ソーシャル・タイプの描写にみられる象徴的結合の内容分析：シロガネーゼの描写記事分析を中心に

    朴宰佑

    日本商品学会全国大会  2003.6 

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Awards

  • 日本商品学会賞 奨励賞

    2020.8   日本商品学会  

  • ベストティーチャー賞

    2019.4   武蔵大学  

  • JACS-SPSS論文プロポーザル賞

    2005.11   日本消費者行動研究学会   優秀賞

Research Projects

  • 消費者行動における知覚バイアスの発生とその影響に関する体系的研究

    Grant number：19H00601  2019.4 - 2024.3

    日本学術振興会  科学研究費助成事業 基盤研究(A)  基盤研究(A)  早稲田大学

    守口 剛, 恩藏 直人, 竹村 和久, 阿部 誠, 阿部 周造, 須永 努, 石井 裕明, 外川 拓, 奥瀬 喜之, 八島 明朗, 平木 いくみ, 石田 大典, 朴 宰佑

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    Authorship：Coinvestigator(s) 

    Grant amount： \41600000 （ Direct Cost: \32000000 、 Indirect Cost： \9600000 ）

    昨年度に行なった既存研究の整理から、視覚刺激に関連する既存研究が多く存在することが再確認された。これらの研究の整理から、未検証で独自性のある研究テーマとして、商品陳列の方法（horizontal display vs. vertical display)と視覚的情報処理の関係に焦点を当てることとした。20年度前半に、このテーマに関する既存研究の整理と研究仮説についての検討を行った。
    また、視覚刺激に関連する研究とは逆に、嗅覚刺激の影響についての既存研究の蓄積はそれほど多くない。一方で、昨年度実施した既存研究の整理と研究課題の検討によって、視覚刺激がもたらす知覚バイアスのメカニズムが、嗅覚刺激に関しても成り立つのではないかとの仮説を得た。この点に着目して、新規性がありインパクトのある研究成果をいち早く創出するために、嗅覚刺激に関連する研究を前倒しして行うこととした。嗅覚刺激に関する研究については、実験参加者に香りを呈示するための専門的な機器、ツールが必要となるため、それらを有する香料メーカーの協力を得て、対面での実験を実施する計画を立てていたが、20年はじめからの新型コロナの流行により実験実施が困難になった。嗅覚刺激を用いた実験は、実験参加者にマスクを外してもらい香りを嗅いでもらう必要があるため、新型コロナの流行が落ち着くまでの間、実験を延期することとした。
    感覚間相互作用に関する研究テーマの中で、聴覚刺激と視覚刺激の相互作用に焦点を当てた研究についても、昨年度に実施した既存研究の整理から、未検証で独自性のあるテーマが抽出された。このテーマについて、20年度後半に対面での実験を実施した。
    なお、これまでの研究成果について20年度末にシンポジウムを開催して報告する計画を立てていたが、新型コロナの影響を鑑み、延期することとした。

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  • ジェンダー差が消費者行動に与える影響の体系的研究

    Grant number：20K01999  2020.4 - 2023.3

    日本学術振興会  科学研究費助成事業 基盤研究(C)  基盤研究(C)  武蔵大学

    朴 宰佑, 石井裕明, 外川 拓

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    Authorship：Principal investigator 

    Grant amount： \4290000 （ Direct Cost: \3300000 、 Indirect Cost： \990000 ）

    本研究の目的はジェンダー差が消費者の購買意思決定とマーケティング刺激に対する消費
    者反応に与える影響について体系的かつ包括的な研究知見を導出することである。
    2年目の2021年度には購買意思決定における男女差に焦点を当てて、オンラインによる消費者実験を実施した。より具体的には将来の食糧問題を解決する有効な手段として注目されている昆虫食に焦点を当て、それを普及する上でのセレブリティ・エンドースメント効果とそこにおける消費者の反応の男女差を検証した。
    具体的にはアメリカ人を対象に、セレブリティ・エンドースメントが消費者の昆虫食の喫食意向に与える影響を検証した。その結果、消費者が知覚するセレブリティの信頼性、昆虫食知識、昆虫食の推奨人としての適合性は消費者の昆虫食に対する喫食意向を高める要因である一方、セレブリティの外見的魅力は昆虫食の喫食意向に有意な影響を与えないことが確認された。また、３つのセレブリティ・タイプ（俳優、ミュージシャン、アスリート）のうち、男性に対しては俳優とスポーツ選手が、女性に対しては俳優が昆虫食に対する喫食意向を高めることに有効である反面、ミュージシャンは男女いずれの喫食意向に対しても有効でないことが明らかにした。
    こうした研究成果は食心理学、食品科学のトップジャーナルのひとつである国際ジャーナルFood Quality and Preferenceに論文として掲載した。

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  • 感覚マーケティングに対する企業視点と消費者視点からの包括的検討

    Grant number：19H01541  2019.4 - 2023.3

    日本学術振興会  科学研究費助成事業 基盤研究(B)  基盤研究(B)  成蹊大学

    石井 裕明, 阿部 周造, 守口 剛, 恩藏 直人, 朴 宰佑, 平木 いくみ, 岩下 仁, 外川 拓, 金子 充

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    Authorship：Coinvestigator(s) 

    Grant amount： \16510000 （ Direct Cost: \12700000 、 Indirect Cost： \3810000 ）

    本研究では、マーケティング関連分野におけるセンサリー・マーケティングへの注目を背景に議論を進めている。2020年度および2021年度は、主に以下の点について、研究を展開した。
    第一に、視覚を中心とした複合感覚への影響に注目した議論の進展である。これまでに進めてきた先行研究のレビューをベースとして、主に広告における視覚的な刺激の影響を明らかにしてきた。たとえば、広告を閲覧するデバイスの違いにより、消費者に好まれる表現が異なることを指摘した。こうした知見は日本マーケティング学会が発行するマーケティングジャーナルにて発表した。また、関連した研究成果を国際的な学術雑誌で複数発表したほか、国内外の学会での研究発表も行っている。
    第二に、触覚を中心とした複合感覚への影響に注目した議論である。特に温度の影響に注目し、先行研究のレビュー論文を執筆したうえで、インターネット広告における季節要因の影響や、視覚から得られる温度知覚が店舗内購買行動に及ぼす影響などについて明らかにしてきている。これらの研究成果は、日本消費者行動研究学会のカンファレンスにおいて複数回報告したほか、大学紀要でも発表している。
    第三に、小売企業の経営者におけるセンサリー・マーケティングに対する意識の整理である。これまでに実施してきた小売企業経営者に対するインタビュー調査の結果を整理することにより、小売企業経営者が有するセンサリー・マーケティングに対する意識や方針がビジネス成果に影響を及ぼすプロセスを探索的に検討した。成果の一部は、日本マーケティング学会による第9回マーケティングカンファレンス2020にて発表した。
    いずれの議論においても、本研究が目指す消費者行動の包括的な把握や実務への応用性を強く意識し、実験的手法と実際の購買データを組み合わせた議論を進めるなど、多様な研究手法を用いて、研究知見の一般化を図っている。

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  • A Study on Building Brand Trust Through Visual Communication

    Grant number：19K01943  2019.4 - 2022.3

    Japan Society for the Promotion of Science  Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (C)  Grant-in-Aid for Scientific Research (C)  Chiba University of Commerce

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    Authorship：Coinvestigator(s) 

    Grant amount： \4160000 （ Direct Cost: \3200000 、 Indirect Cost： \960000 ）

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  • 文化的価値観と購買意思決定に関する日本、韓国、中国消費者の 国際比較研究

    2019.4 - 2021.3

    独立行政法人日本学術振興会  二国間交流事業（対応機関との合意に基づく共同研究） 

    朴宰佑

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    Authorship：Principal investigator  Grant type：Competitive

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  • The Influence of Aesthetics on Product Evaluation

    Grant number：16K03938  2016.4 - 2020.3

    Japan Society for the Promotion of Science  Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (C)  Grant-in-Aid for Scientific Research (C) 

    Park Jaewoo

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    Authorship：Principal investigator 

    Grant amount： \4290000 （ Direct Cost: \3300000 、 Indirect Cost： \990000 ）

    This research systematically examined the influence of aesthetics on consumers' product evaluation. More specifically, we investigated whether and how visual and haptic design factors affect consumer's product evaluation. We also examined the underlying mechanisms of the effect of those design factors. We published a series of our findings in top marketing journals such as Journal of Consumer Psychology, Journal of Retailing, and Journal of Advertising.

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  • Consumers' Luxury Perception and Product Design

    Grant number：26380568  2014.4 - 2017.3

    Japan Society for the Promotion of Science  Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (C)  Grant-in-Aid for Scientific Research (C) 

    Ishii Hiroaki

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    Authorship：Coinvestigator(s) 

    Grant amount： \4420000 （ Direct Cost: \3400000 、 Indirect Cost： \1020000 ）

    In this research, we focused on the perceived luxury and quality elicited by design. Specifically, from the perspectives of sensory marketing, we discussed the influence of holistic sensory factors. The following were the results. First, hardness and heaviness of the advertisements and the product enhanced the consumers' perceptions regarding its luxuriousness and quality, and such effects were moderated by their sex and construal level. Second, the congruity of auditory and visual factors improved consumers' perceptions regarding its quality. Finally, some influences of visual design factors on consumer evaluation were mediated by haptic perception.

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  • ブランド・マネジメントにおけるデザインの役割についての包括的検討(研究分担者）

    2015.4 - 2016.3

    千葉商科大学  学術研究助成 

    外川拓

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    Grant type：Competitive

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  • ブランドネームの発音を起点とするブランド要素間の整合性が広告態度およびブランド態度に及ぼす影響

    2009.4 - 2010.3

    吉田秀雄記念事業財団  吉田秀雄記念事業財団研究助成 

    朴宰佑

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    Authorship：Principal investigator  Grant type：Competitive

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  • ブランドにおける地域イメージの効果とブランド・コミュニケーションに関する研究

    2008.4 - 2009.3

    吉田秀雄記念事業財団  吉田秀雄記念事業財団 研究助成 

    朴宰佑

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    Authorship：Principal investigator  Grant type：Competitive

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