Faculty of International Research and Education, School of International Liberal Studies

Job title


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

Education 【 display / non-display

  • 2001.08

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

  • 1995.08

    Boston University   School of Communication   Mass Communication  

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

Research Experience 【 display / non-display

  • 2019.04

    Waseda University   School of International Liberal Studies   Professor

  • 2017.04

    Waseda University   School of International Liberal Studies   Associate Professor

  • 2012.09

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

Professional Memberships 【 display / non-display


    American Academy of Advertising


    Association for Education in Journalism and Mass Communication


Research Areas 【 display / non-display

  • Commerce

Research Interests 【 display / non-display

  • Marketing Communication, Consumer Behavior, Consumer Privacy

Papers 【 display / non-display

  • Advertising Education in Japan: Challenges in the Age of Globalization

    Mariko Morimoto

    Journal of Advertising Education    2019.01

     View Summary

    © 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.


  • Congruence and celebrity endorser credibility in Japanese OTC drug advertising

    Mariko Morimoto

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

     View Summary

    © 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.


  • 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

     View Summary

    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.


  • 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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Syllabus 【 display / non-display

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