Details of a Researcher - MORIMOTO, Mariko

MORIMOTO, Mariko

写真a

Affiliation	Faculty of International Research and Education, School of International Liberal Studies
Job title	Professor

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Concurrent Post 【 display / non-display 】

Faculty of International Research and Education Graduate School of International Culture and Communication Studies
Faculty of Commerce School of Commerce

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Education 【 display / non-display 】

2001.08

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2005.08

Michigan State Univ. College of Communication Arts & Science Mass Media
1995.08

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1997.05

Boston University School of Communication Mass Communication

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Degree 【 display / non-display 】

Michigan State University Ph.D. in Mass Media
Boston University M.S. in Mass Communication
The American University B.A in Public Communication

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Research Experience 【 display / non-display 】

2019.04

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Now

Waseda University School of International Liberal Studies Professor
2017.04

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2019.03

Waseda University School of International Liberal Studies Associate Professor
2012.09

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2017.03

Sophia University Faculty of Liberal Arts, Department of Liberal Arts Associate Professor

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Professional Memberships 【 display / non-display 】

　

　

　

American Academy of Advertising
　

　

　

Association for Education in Journalism and Mass Communication

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Research Areas 【 display / non-display 】

Commerce

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Research Interests 【 display / non-display 】

Marketing Communication, Consumer Behavior, Consumer Privacy

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Papers 【 display / non-display 】

Advertising Education in Japan: Challenges in the Age of Globalization

Mariko Morimoto

Journal of Advertising Education 2019.01

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© The Author(s) 2019. The purpose of this commentary is to: illustrate the challenges that Japanese advertising education faces; find the possible causes for the difficulties faced; and consider potential solutions to overcome the challenges and prepare students for a fast-paced global workforce.

DOI
Congruence and celebrity endorser credibility in Japanese OTC drug advertising

Mariko Morimoto

International Journal of Pharmaceutical and Healthcare Marketing 12 234 - 250 2018.09

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© 2018, Emerald Publishing Limited. Purpose: Based on congruency theory, this study aims to examine the effects of celebrity endorsement on endorser credibility in Japanese over-the-counter (OTC) drug advertising using multiple celebrity categories. In particular, this research explored brand–endorser congruence and endorser–consumer congruence and their roles in attitude formation. Design/methodology/approach: A 3 (endorser categories: actor/actress, athlete and talent/TV personality) × 2 (endorser’s gender) factorial experimental design with 480 Japanese consumers was used in the study. Findings: In Japanese OTC drug advertising, actors/actresses and athletes were regarded as more credible than talents (TV personalities) by Japanese consumers. Endorser categories also had a significant influence on identification with the endorser through ideal self-congruency. Additionally, endorser credibility mediated the relationship between identification and advertising evaluations. However, it did not mediate the relationship between perceived similarity with the endorser and advertising responses. Originality/value: Little is known about the effectiveness of celebrity endorsers in OTC drug advertising from a source credibility perspective. This study attempted to shed light on the role of endorser fit in the framework of source credibility in drug advertising that usually places an emphasis on informational cues rather than peripheral cues such as source effects.

DOI
Information Contents in Japanese OTC Drug Advertising from Elaboration Likelihood Model Perspective: Content Analysis of TV Commercials and OTC Drug Websites

Mariko Morimoto

Journal of Promotion Management 23 ( 4 ) 575 - 591 2017.07

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Based on the Elaboration Likelihood Model, the current study investigates information types that are cross-promoted in Japanese pharmaceutical advertising. The results from a quantitative content analysis of OTC drug brands' TV commercials broadcasted in Japan between 2014 and 2015 and their corresponding product websites (n = 150) show that Japanese OTC drug promotions feature more informational cues in the latter
cues such as price, safety, quality, components, and guarantees/warranties are particularly prominent. Furthermore, product websites tend to focus more on rational appeals, whereas TV commercials emphasize emotional appeals. No difference is found between these media types regarding celebrity and noncelebrity endorser usage.

DOI
Examining Information Contents and Ad Appeals in Japanese Over-the-Counter Drug Advertising

Morimoto Mariko

International Journal of Communication and Health 11 ( 1 ) 20 - 30 2017 [Refereed]
Personalization, perceived intrusiveness, irritation, and avoidance in digital advertising

Mariko Morimoto

Digital Advertising: Theory and Research, Third Edition 110 - 123 2017.01

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