2022/01/19 更新

写真a

モリモト マリコ
森本 真理子
所属
国際学術院 国際教養学部
職名
教授

兼担

  • 商学学術院   商学部

  • 国際学術院   国際コミュニケーション研究科

学歴

  • 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

  • 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

  • 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

  •  
     
     

    American Academy of Advertising

  •  
     
     

    Association for Education in Journalism and Mass Communication

 

研究分野

  • 商学

研究キーワード

  • マーケティングコミュニケーション、消費者心理

論文

  • 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

  • Japanese consumer rights

    Mariko Morimoto

    Routledge Handbook of Japanese Business and Management     251 - 259  2016年02月

    DOI

  • Content Characteristics of OTC Drug Advertising in Japan: A Comparison between TV Commercials and OTC Drug Websites

    森本 真理子

    Proceedings of the 2016 Conference of the American Academy of Advertising     109 - 109  2016年  [査読有り]

  • Death of the Guitar Hero, for Now: A Qualitative Consumer Behavioral Analysis of Music Instrument Customers in Japan

    森本 真理子

    Sophia International Review   37   37 - 49  2015年

  • Consumers’ Use of Blogs as Product Information Sources: From Need-for-Cognition Perspective

    Morimoto, Mariko, Carrie S. Trimble

    Marketing Management Journal   22 ( 2 ) 45 - 60  2012年09月  [査読有り]

  • The Influence of Acculturation and In-Group Bias on Source Credibility: The Case of Asian American Female Consumers

    Mariko Morimoto

    Journal of Promotion Management   18 ( 2 ) 254 - 274  2012年05月  [査読有り]

    DOI

  • Stay Away From Me

    Baek Tae Hyun, Morimoto Mariko

    Journal of Advertising   41 ( 1 ) 59 - 76  2012年03月  [査読有り]

    DOI

  • Electronic marketing communications: An evolving environment, but similar story regarding the perception of unsolicited commercial e-mail and postal direct mail

    Chang Susan, Morimoto Mariko

    Journal of Promotion Management   17 ( 3 ) 360 - 376  2011年08月  [査読有り]

    DOI

  • A Conceptual framework for unsolicited commercial e-mail: Perceived intrusiveness and privacy concerns

    Mariko Morimoto, Wendy Macias

    Journal of Internet Commerce   8   137 - 160  2009年07月

     概要を見る

    While e-mail remains a popular advertising medium for marketers, consumers' privacy concerns about the medium have become a serious issue. In this study, an online survey examined how two aspects of privacy-perceived intrusiveness and psychological reactance-influenced consumers' attitudes toward unsolicited commercial e-mail and marketing in general. The results indicate that the more intrusive an individual perceives an e-mail, the stronger their reactance will be against it, the more they will avoid it, and the more negative their attitudes toward it. Implications for marketers and academics, as well as suggestions for industry regulations, are also addressed. © Taylor & Francis Group, LLC.

    DOI

  • The Impact of Life-Stage on Asian American Females' Ethnic Media Use, Ethnic Identification, and Attitudes Toward Ads

    Carrie la Ferle, Mariko Morimoto

    Howard Journal of Communications   20   147 - 166  2009年04月

     概要を見る

    Significant buying power positions Asian Americans as an attractive market for advertisers. However, little is known about this group with respect to advertising responses and even less with respect to in-group differences. In this exploratory study, life-stage is identified as one of the potential factors that may differentially influence important advertising relevant variables for student and working Asian American females. The results of an experiment indicate differences between the two groups in terms of their ethnic media use, ethnic identification, and advertising evaluations. © Taylor & Francis Group, LLC.

    DOI

  • Western and Asian Models in Japanese Fashion Magazine Ads: The Relationship with Country-of-Origin Effect and Global vs. Domestic Magazines

    Morimoto Mariko, Chang Susan

    Journal of International Consumer Marketing   21 ( 3 ) 173 - 187  2009年04月  [査読有り]

    DOI

  • Psychological Factors Affecting Perceptions of Unsolicited Commercial E-mail

    Morimoto Mariko, Chang Susan

    Journal of Current Issues and Research in Advertising   31 ( 1 ) 63 - 73  2009年  [査読有り]

  • Examining the influence of culture on perceived source credibility of asian americans & the mediating role of similarity

    Mariko Morimoto, Carrie La Ferle

    Journal of Current Issues and Research in Advertising   30   49 - 60  2008年01月

     概要を見る

    The current study examines some of the cultural influences for Asian Americans on perceived model credibility. Specifically, the effects of racial congruency and ethnic identification are examined between consumers and ad stimuli as well as the role that similarity plays in the process. The findings reveal that model-consumer racial congruency is an important consideration for enhancing source credibility. However, similarity with the model in terms of values and cultural background was found to mediate the relationship. In contrast to other ethnic groups, strength of ethnic identification did not have a significant impact on Asian Americans' perceptions of source credibility. © 2008 Taylor and Francis Group, LLC.

    DOI

  • Considerations for Integrated Marketing Communication Education: The Need and Expectations from the Workplace

    森本 真理子

    Journal of Advertising Education   11 ( 2 ) 32 - 48  2007年  [査読有り]

  • Morimoto, Mariko and Susan Chang

    森本 真理子

    Journal of Interactive Advertising   7 ( 1 ) 8 - 15  2006年  [査読有り]

  • Advertising Evaluations of Asian Americans

    森本 真理子

    Proceedings of the 2005 Conference of the American Academy of Advertising     5 - 5  2005年  [査読有り]

  • Caucasian Models in Luxury Product Advertisements: Attitudes of Japanese Female Consumers

    森本 真理子

    Proceedings of the 2004 Conference of the American Academy of Advertising     108 - 115  2004年  [査読有り]

  • Effects of media formats on emotions and impulse buying intent

    T Adelaar, S Chang, KM Lancendorfer, B Lee, M Morimoto

    JOURNAL OF INFORMATION TECHNOLOGY   18 ( 4 ) 247 - 266  2003年12月

     概要を見る

    One way of generating revenue from broadband media content rests upon the assumption that multi-media content may trigger a greater intent to buy products and services impulsively. An experiment was performed in order to explore the effects of media formats on the emotions and impulse buying intentions for music compact discs (CDs). Three distinct media formats of World Wide Web pages were set up: (1) the text of the lyrics, (2) still images from the song's music video and (3) the music video itself. Each had a varying degree of visual/verbal intensity while simultaneously playing the soundtrack in all three conditions. The results of this study indicate that displaying the text of the lyrics had a greater effect on the impulse buying intent than showing still images of the music video. In addition, different media formats caused emotional responses that can explain the participant's impulse buying intent to buy the CD. Unexpectedly, the still images and video did not necessarily generate more buying intention than combinations of the text and music. Therefore, it is recommended that electronic commerce and marketing managers explore innovative ways of integrating visual and verbal media formats for eliciting an effective consumer response.

    DOI

  • Representations of Asian Americans in Magazine Advertisements

    森本 真理子

    2002 Conference Proceedings of the American Academy of Advertising     138 - 147  2002年  [査読有り]

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