森本 真理子 (モリモト マリコ)

写真a

所属

国際学術院 国際教養学部

職名

教授

兼担 【 表示 / 非表示

  • 国際学術院   国際コミュニケーション研究科

  • 商学学術院   商学部

学歴 【 表示 / 非表示

  • 2001年08月
    -
    2005年08月

    ミシガン州立大学   その他(大学院)   マスメディアプログラム  

  • 1995年08月
    -
    1997年05月

    ボストン大学   その他(大学院)   マスコミュニケーション学科  

学位 【 表示 / 非表示

  • ミシガン州立大学   博士(マス・メディア)

  • ボストン大学   修士(マス・コミュニケーション)

  • アメリカン大学   学士(パブリック・コミュニケーション)

経歴 【 表示 / 非表示

  • 2019年04月
    -
    継続中

    早稲田大学   国際教養学部   教授

  • 2017年04月
    -
    2019年03月

    早稲田大学   国際教養学部   准教授

  • 2012年09月
    -
    2017年03月

    上智大学 国際教養学部国際教養学科   准教授

所属学協会 【 表示 / 非表示

  •  
     
     

    American Academy of Advertising

  •  
     
     

    Association for Education in Journalism and Mass Communication

 

研究分野 【 表示 / 非表示

  • 商学

研究キーワード 【 表示 / 非表示

  • マーケティングコミュニケーション、消費者心理

論文 【 表示 / 非表示

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

    Mariko Morimoto

    Journal of Advertising Education    2019年01月

     概要を見る

    © 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年09月

     概要を見る

    © 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年07月

     概要を見る

    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

    森本 真理子

    International Journal of Communication and Health   11 ( 1 ) 20 - 30  2017年  [査読有り]

  • Personalization, perceived intrusiveness, irritation, and avoidance in digital advertising

    Mariko Morimoto

    Digital Advertising: Theory and Research, Third Edition     110 - 123  2017年01月

    DOI

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