Updated on 2026/05/06

写真a

 
TOGAWA, Taku
 
Affiliation
Faculty of Commerce, School of Commerce
Job title
Associate Professor
Degree
Ph.D. in Marketing ( 2018 Waseda University )
Mail Address
メールアドレス
Profile

Taku Togawa received his Ph.D. in Marketing from Waseda University in 2018. He mainly conducts experimental studies in the area of consumer behavior. Specifically, his research focuses on how and when sensory inputs from marketing tools, including advertising, packaging, and in-store environments, influence consumers' perceptions, evaluations, and consumption behavior.

 

Dr. Togawa's research has appeared in top-tier journals such as the Journal of Consumer Psychology, Journal of Retailing, Journal of Business Research, Personality and Social Psychology Bulletin, Motivation Science, and Food Quality and Preference. He serves on the editorial boards of the Journal of Marketing & Distribution, JSMD Review, and Japan Marketing Journal.

 

Dr. Togawa joined Waseda University, Faculty of Commerce as an Associate Professor in April 2026. He currently teaches marketing courses at the undergraduate program and supervises graduate student research.

Research Experience

  • 2026.04
    -
    Now

    Waseda University   Faculty of Commerce   Associate Professor

  • 2013.04
    -
    Now

    Laboratory of Marketing Communication, Waseda University   Visiting Researcher

  • 2013.04
    -
    Now

    Laboratory of Consumer Behavior, Waseda University   Visiting Researcher

  • 2020.04
    -
    2026.03

    Sophia University   Faculty of Economics   Associate Professor

  • 2022.09
    -
    2023.08

    Distribution Economics Institute of Japan   Project Researcher

  • 2016.04
    -
    2020.03

    Chiba University of Commerce   Faculty of Commerce and Economics   Associate Professor

  • 2016.08
    -
    2016.11

    Department of Psychology, The Ohio State University   Visiting Scholar

  • 2013.04
    -
    2016.03

    Chiba University of Commerce   Faculty of Commerce and Economics   Assistant Professor

  • 2012.04
    -
    2013.03

    Waseda University Faculty of Commerce

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Committee Memberships

  • 2025.10
    -
    Now

    Japan Academy of Advertising  Board member

  • 2024.06
    -
    Now

    Nikkei Advertising Research Institute  Visiting Researcher

  • 2022.07
    -
    Now

    Asahi Mutual Life Insurance Company  Councilor

  • 2022.04
    -
    Now

    Japan Association for Consumer Studies  Board Member

  • 2021.06
    -
    Now

    Japan Society of Marketing and Distribution, Division of Kanto Region  Board Member

  • 2021.06
    -
    Now

    Japan Society of Marketing and DIstribution  Editorial Board, JSMD

  • 2021.04
    -
    Now

    Japan Marketing Association  Editorial Board, Japan Marketing Journal

  • 2018.04
    -
    Now

    Ohara Gakuen  Advisory Board, Committee of New Program Development

  • 2013.05
    -
    Now

    Japan Gas Association, Natural Gas Vehicle (NGV) Forum  Board Member

  • 2021.06
    -
    2024.05

    Japan Society of Marketing and DIstribution  Editorial Board, Journal of Marketing & Distribution

  • 2018.04
    -
    2022.03

    Japan Association for Consumer Studies  Board Member

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Professional Memberships

  • 2018.08
    -
    Now

    American Marketing Association

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    THE JAPANESE SOCIETY OF SOCIAL PSYCHOLOGY

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    Association for Consumer Research

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    Society for Consumer Psychology

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    Japan Marketing Academy

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    JAPAN ACADEMY OF ADVERTISING

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    ASSOCIATION OF PRODUCT DEVELOPMENT AND MANAGEMENT

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    JAPAN ASSOCIATION FOR CONSUMER STUDIES

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    JAPAN SOCIETY OF MARKETING & DISTRIBUTION

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Research Areas

  • Commerce   Marketing

Research Interests

  • Marketing

  • Sensory Marketing

  • Consumer Behavior

Awards

  • Best Paper Award

    2025.10   Japan Marketing Association   What We Pursue by Purchasing Brands: An Abstract Mindset Leads Consumers to Value Self-Brand Connection in Purchase Decisions

    Winner： Yoko Sugitani, Taku Togawa

  • Marketing Journal 2022 Incentive Award

    2023.10   Japan Marketing Academy   Effect of Customers’ Names on Brand Choices: The Role of Letters as Visual Information

    Winner： Taku Togawa, Yuriko Isoda, Ryo Suzuki, Naoto Onzo

  • Marketing Journal 2022 Best Paper Award

    2022.10   Japan Marketing Academy   Effects of Device Types on Online Consumer Behavior: A Construal-Level Approach

    Winner： Takanori Suda, Hiroaki Ishii, Taku Togawa, Takashi Yamaoka

  • Yoshida Hideo Award

    2021.11   Yoshida Hideo Memorial Foundation  

    Winner： Yoko Sugitani, Taku Togawa, Minoru Karasawa

  • Top Social Media Articles 2019-2020 in the Journal of Retailing

    2020  

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

  • Book Award

    2019.10   Japan Marketing Association  

    Winner： Hidehiko Nishikawa, Satoru Shibuya

  • Research Incentive Award

    2018.10   Japan Association for Consumer Studies  

    Winner： Hiroaki Ishii, Jaewoo Park, Taku Togawa

  • Best Paper Award

    2017.05   Japan Society of Marketing and Distribution  

    Winner： Taku Togawa, Hiroaki Ishii, Naoto Onzo

  • Best Paper Award

    2013.05   Association of Product Development and Management  

    Winner： Taku Togawa, Hiroaki Ishii, Naoto Onzo

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Media Coverage

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Papers

  • Gut health claims: How interoceptive-focused messages promote healthy food choice

    Kosuke Motoki, Hiroaki Ishii, Yoko Sugitani, Taku Togawa, Jaewoo Park

    Food Quality and Preference   137   105808 - 105808  2026.03  [Refereed]  [International journal]

    DOI

  • Language structure shapes visual cognition: the effect of zoom-in vs. zoom-out presentation on visual preferences

    Yoko Sugitani, Taku Togawa, Minoru Karasawa

    Frontiers in Language Sciences   4   1637387  2026.01  [Refereed]  [International journal]

    　View Summary

    Introduction

    This study provides initial evidence that grammatical structure in language can shape cognitive preferences for sequential visual stimuli. Linguists classify languages as head-initial or head-final based on their syntactic headedness. Building on this typology, we propose two cognitive styles: head-initial or “zoom-out” cognition, which tends to process more specific, detailed information before focusing on broader perspectives, and head-final or “zoom-in” cognition, which focuses on information from comprehensive to specific. We hypothesized that people's cognitive styles (zoom-in vs. zoom-out) are contingent on their language type (zoom-in or zoom-out language), which determines their cognitive preferences for the order of sequential visual stimuli.

    Methods

    We conducted three experiments ( N = 823) involving speakers of zoom-in and zoom-out languages to test our hypotheses using a single sequential visual item and questionnaire-based assessments of processing fluency. This design allowed us to isolate the cognitive effect while acknowledging limits on generalizability.

    Results

    Across studies, speakers of zoom-in (zoom-out) languages tended to experience higher processing fluency and more favorable evaluations when sequential visual stimuli were presented in a zoom-in (zoom-out) style.

    Discussion

    These findings offer preliminary evidence linking language structure to visual cognition and highlight opportunities for future research on cross-linguistic variation in cognitive style.

    DOI

  • Socially Excluded Employees Prefer Algorithmic Evaluation to Human Assessment: The Moderating Role of an Interdependent Culture

    Yoko Sugitani, Taku Togawa, Kosuke Motoki

    Computers in Human Behavior: Artificial Humans     100152 - 100152  2025.04  [Refereed]  [International journal]

    DOI

  • Effect of Customer Name on Brand Choices:

    Taku Togawa, Yuriko Isoda, Ryo Suzuki, Naoto Onzo

    Quarterly Journal of Marketing   45 ( 2 ) 132 - 139  2025.03  [Refereed]  [Invited]  [Domestic journal]  [International coauthorship]

    Authorship：Lead author, Corresponding author

    DOI

  • The Role of Sensory Cues in Promoting Healthy Eating: A Narrative Synthesis and Gastronomic Implications

    Kosuke Motoki, Jaewoo Park, Taku Togawa

    Gastronomy   3 ( 2 ) 6 - 6  2025.03  [Refereed]  [International journal]

    　View Summary

    Many consumers today pursue health goals to adopt healthier behaviors, and interest in promoting healthy eating habits in gastronomy is growing. Empirical evidence demonstrates that sensory cues (e.g., food color, food shapes, and background music) influence healthy eating behavior. However, the theoretical understanding of how sensory cues shape healthy food choices remains unclear. Specifically, this study develops the sensory–healthy eating model, a theoretical framework that explains how and when sensory cues influence healthy eating behavior (e.g., food choices and intake). By integrating related theories and empirical findings across interdisciplinary fields, we identify which sensory cues shape healthy eating and the psychological processes through which they operate. The theoretical model proposes that (1) sensory cues evoke cognitive (higher evaluation, lower potency, lower activity) and/or affective responses (positive valence, lower arousal), (2) these responses shape the perceived healthiness of foods based on their characteristics and quantity, and (3) the influence of perceived food healthiness on healthy eating behavior is stronger for consumers with health goals or motives. Our model provides a valuable framework for researchers and practitioners in marketing, food science, and gastronomy to promote healthy eating behavior.

    DOI

  • What We Pursue by Purchasing Brands:

    Yoko Sugitani, Taku Togawa

    Quarterly Journal of Marketing    2025  [Refereed]  [Invited]  [Domestic journal]

    Authorship：Last author

    DOI

  • Effects of offline versus online promotional media on consumer response: Can print versus online coupons be more effective at increasing redemption behavior?

    Taku Togawa, Hiroaki Ishii, Soonho Kwon, Ikumi Hiraki, Naoto Onzo

    Journal of Advertising Research   64 ( 4 ) 416 - 429  2024.12  [Refereed]  [International journal]

    Authorship：Lead author, Corresponding author

    DOI

  • The price is "Heavy": How the haptic sensation of weight influences preference for partitioned versus combined pricing

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

    Journal of Business Research   182   114797 - 114797  2024.09  [Refereed]  [International journal]  [International coauthorship]

    DOI

  • The Science of Irrational Purchase Decisions: A Perspective of Visual Marketing

    Taku Togawa

    Monthly Research Report (Chosa-Geppou)   759   36 - 41  2024.07  [Invited]  [Domestic journal]

    Authorship：Lead author

  • The Temperature of Newness: How Vision-Temperature Correspondence in Advertising Influences Newness Perception and Product Evaluation

    Taku Togawa, Hiroaki Ishii, Jaewoo Park, Rajat Roy

    Journal of Business Research   160   113801  2023.05  [Refereed]  [International journal]  [International coauthorship]

    Authorship：Lead author, Corresponding author

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

    Jaewoo Park, Taku Togawa, Kosuke Motoki

    Japan Marketing Journal   42 ( 3 ) 6 - 16  2023.01  [Refereed]  [Invited]  [Domestic journal]

    DOI

  • Effect of Customers’ Names on Brand Choices: The Role of Letters as Visual Information

    Taku Togawa, Yuriko Isoda, Ryo Suzuki, Naoto Onzo

    Japan Marketing Journal   42 ( 3 ) 27 - 38  2023.01  [Refereed]  [Invited]  [Domestic journal]

    Authorship：Lead author, Corresponding author

    DOI

  • Multiple Senses Influencing Healthy Food Preference

    Kosuke Motoki, Taku Togawa

    Current Opinion in Behavioral Sciences   48   101223 - 101223  2022.12  [Refereed]  [Invited]  [International journal]

    Authorship：Last author

    DOI

  • Looks Far Beyond My Reach: The Zoom Effect in Product Videos Influences Luxury Perception and Purchase Intention

    Taku Togawa, Yoko Sugitani

    Journal of Consumer Psychology   32 ( 4 ) 687 - 698  2022.10  [Refereed]  [International journal]

    Authorship：Lead author, Corresponding author

    DOI

  • A Cross-Cultural Investigation of Metamotivational Beliefs about Regulatory Focus Task-Motivation Fit

    Nguyen, Tina, Togawa, Taku, Scholer, Abigail, Miele, David, Fujita, Kentaro

    Personality and Social Psychology Bulletin   48 ( 5 ) 807 - 820  2022.05  [Refereed]  [International journal]  [International coauthorship]

  • Consumer Responses to the Use of Artificial Intelligence in Luxury and Non-luxury Restaurants

    Chisato Nozawa, Taku Togawa, Carlos Velasco, Kosuke Motoki

    Food Quality and Preference   96   104436  2022.03  [Refereed]  [International journal]  [International coauthorship]

  • Effects of Device Types on Online Consumer Behavior: A Construal-Level Approach

    Takanori Suda, Hiroaki Ishii, Taku Togawa, Takashi Yamaoka

    Japan Marketing Journal   41 ( 2 ) 60 - 71  2021.09  [Refereed]  [Invited]  [Domestic journal]

  • 広告における製品画像の効果—画像の様式特性に関する先行研究の体系化―

    外川拓

    上智經濟論集   66 ( 1-2 ) 19 - 36  2021.03  [Domestic journal]

    Authorship：Lead author, Corresponding author

  • Turning the Other Cheek: Facial Orientation Influences Both Model Attractiveness and Product Evaluation

    Jaewoo Park, Charles Spence, Hiroaki Ishii, Taku Togawa

    Psychology & Marketing   38 ( 1 ) 7 - 20  2021.01  [Refereed]  [International journal]  [International coauthorship]

    DOI

  • A Cross-Cultural Investigation of Metamotivational Knowledge of Construal Level in the United States and Japan

    Nguyen, Tina, Taku Togawa, Abigail Scholer, Kentaro Fujita

    Motivation Science   6 ( 4 ) 386 - 400  2020.12  [Refereed]  [International journal]  [International coauthorship]

  • Self-Congruence Effect on Destination Branding: The Moderating Role of Product and Consumer Characteristics

    Ando, Kazuyo, Taku Togawa

    The Journal of Chiba University of Commerce   58 ( 1 ) 1 - 17  2020.07  [Domestic journal]

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

    Taku Togawa, Jaewoo Park, Hiroaki Ishii, Xiaoyan Deng

    Journal of Retailing   95 ( 4 ) 204 - 218  2019.12  [Refereed]  [International journal]  [International coauthorship]

    Authorship：Lead author, Corresponding author

    DOI

  • Effects of Consumers’ Construal Levels on Post-Impulse Purchase Emotions

    Togawa, Taku, Hiroaki Ishii, Naoto Onzo, Rajat Roy

    Marketing Intelligence and Planning   38 ( 3 ) 269 - 282  2019.12  [Refereed]  [International journal]  [International coauthorship]

    Authorship：Lead author, Corresponding author

  • 審美性知覚と消費者行動の接点

    朴宰佑, 外川拓

    マーケティングジャーナル   38 ( 4 ) 20 - 34  2019.03  [Refereed]  [Invited]  [Domestic journal]

  • 視覚的重さと希少性の知覚

    平木いくみ, 外川拓

    マーケティングジャーナル   38 ( 4 ) 35 - 46  2019.03  [Refereed]  [Invited]  [Domestic journal]

  • 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―

    外川拓, 石井裕明, 朴宰佑

    流通情報   ( 536 ) 29 - 38  2019.01  [Invited]  [Domestic journal]

    Authorship：Lead author, Corresponding author

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

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

    Journal of Marketing Behavior   3 ( 3 ) 241 - 249  2018.12  [Refereed]  [International journal]  [International coauthorship]

    Authorship：Lead author, Corresponding author

  • 解釈レベル理論の体系と消費者行動研究への応用

    外川 拓

    千葉商大紀要   55 ( 2 ) 123 - 142  2018.03  [Domestic journal]

  • 購買意思決定研究の展開と今日的課題―変容性に着目した考察―

    外川 拓

    千葉商大論叢   55 ( 2 ) 135 - 154  2018.03  [Domestic journal]

  • 五感を考慮したブランド要素の組み合わせ～ブランドネームの発音とパッケージ・デザインの感覚的な一致に注目して～

    石井裕明, 外川拓, 恩藏直人

    商品開発・管理研究   14 ( 2 ) 3 - 21  2018.03  [Refereed]  [Domestic journal]

  • 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

    石井裕明, 朴宰佑, 外川拓

    消費者行動研究   24 ( 1 ) 1 - 26  2017.10  [Refereed]  [Domestic journal]

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

      54 ( 2 ) 163 - 177  2017.03  [Domestic journal]

    CiNii

  • 消費者の感覚とパッケージ・デザイン―五感を考慮したパッケージ・コミュニケーション効果の解明に向けて―

    外川 拓

    日経広告研究所報   51 ( 291 ) 2 - 9  2017.02  [Invited]  [Domestic journal]

    CiNii

  • The Effect of Tactile Experiences in Consumer Behavior : The Progress and Future Directions of Haptic Research

      19 ( 1 ) 1 - 13  2016.12  [Refereed]  [Domestic journal]

    CiNii

  • 「硬さ」「重さ」の感覚と消費者の意思決定 ─身体化認知理論に基づく考察─

    外川 拓, 石井裕明, 朴宰佑

    マーケティングジャーナル   35 ( 4 ) 72 - 89  2016.03  [Invited]  [Domestic journal]

    Authorship：Lead author, Corresponding author

    CiNii

  • Effects of Package Pictures and Psychological Distance on Consumers' Evaluation

      18 ( 1 ) 7 - 27  2016.03  [Refereed]  [Domestic journal]

    Authorship：Lead author, Corresponding author

    CiNii

  • Does Cramming Increase Consumer Satisfaction? : Effects of Prepurchasing Search Effort on Reevaluation of Chosen Product

    TOGAWA Taku

    Chiba University of Commerce review   53 ( 1 ) 139 - 154  2015.09  [Domestic journal]

    CiNii

  • Information Search Behavior and Consumers' Satisfaciton : The Moderating Role of Construal Level

    TOGAWA Taku

    Chiba University of Commerce review   52 ( 2 ) 141 - 156  2015.03  [Domestic journal]

    CiNii

  • 製品デザイン要素の解明―自動車産業に対する定性調査による考察―

    岩下仁, 大平進, 石田大典, 外川拓, 恩藏直人

    マーケティングジャーナル   20 ( 2 ) 99 - 116  2015.01  [Invited]  [Domestic journal]

    CiNii

  • 解釈レベル理論を用いた消費者行動研究の系譜と課題

    外川 拓, 八島明朗

    消費者行動研究   20 ( 2 ) 65 - 94  2014.03  [Refereed]  [Domestic journal]

    Authorship：Lead author, Corresponding author

  • パッケージ変更時に生じる余白が消費者反応に及ぼす影響

    外川 拓, 石井裕明, 恩蔵直人

    商品開発・管理研究   8 ( 2 ) 54 - 70  2012.03  [Refereed]  [Domestic journal]

    Authorship：Lead author, Corresponding author

  • パッケージ・デザインに対する知覚と評価―広告研究に基づく余白の効果に関する検討―

    外川 拓

    商学研究科紀要   ( 74 ) 77 - 89  2012.03  [Refereed]  [Domestic journal]

  • 消費者反応に及ぼすパッケージ要素の効果―既存研究の整理と課題―

    外川 拓

    商学研究科紀要   ( 71 ) 201 - 214  2010.11  [Refereed]  [Domestic journal]

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Books and Other Publications

  • Brand Strategy in the Digital Age

    Hiroshi Tanaka( Part： Contributor, Chapter 9. Sensory Branding in the Digital Age)

    Yuhikaku  2023.11 ISBN: 9784641166226

  • The Power of Marketing

    Naoto Onzo, Mototaka Sakashita( Part： Contributor, 2-12 Choice Aversion, 2-14 Construal Level Theory, 4-4 Framing Effect)

    Yuhikaku  2023.05 ISBN: 9784641166134

  • 消費者意思決定の構造―解釈レベルによる変容性の解明―

    外川 拓( Part： Sole author)

    千倉書房  2019.08

  • 1からのデジタル・マーケティング

    外川 拓( Part： Joint author, 第11章)

    碩学舎  2019.03

  • Customer Sense: How the 5 Senses Influence Buying Behavior

    ( Part： Joint translator)

    2016.04

  • エネルギー問題のマーケティング的解決

    恩藏直人, 芳賀康浩, 安藤和代, 外川拓( Part： Joint author, 第2章、第4章、第5章、第7章、第9章)

    朝日新聞出版  2013.04

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Presentations

  • Less colorful = more green? The negative impact of colorful logos on consumers’ perceptions of a brand’s environmental friendliness

    Taku Togawa, Yoko Sugitani

    The Association for Consumer Research annual conference Association for Consumer Research 

    Presentation date： 2025.10

    Event date：
    2025.10
    　
    　

  • The social dilemma of healthy eating: Why people hesitate to choose nutritious foods in socially evaluative settings

    Yoko Sugitani, Taku Togawa, Hiroaki Ishii, Kosuke Motoki, Jaewoo Park

    The Association for Consumer Research annual conference Association for Consumer Research 

    Presentation date： 2025.10

    Event date：
    2025.10
    　
    　

  • Soft-colored harmony: Interdependent self-construal enhances preference for low-saturation colors.

    Yoko Sugitani, Taku Togawa

    The 88th Annual Convention of the Japanese Psychological Association  Japanese Psychological Association

    Presentation date： 2024.09

  • Exploring consumer responses to sustainable luxury products made of leather alternatives

    Jaewoo Park, Taku Togawa, Hiroaki Ishii

    Global Fashion Management Conference (the 12th conference) 

    Presentation date： 2024.07

    Event date：
    2024.07
    　
    　

  • How social exclusion hinders sustainable fashion consumption: Moderating role of interdependent self-construal

    Yoko Sugitani, Taku Togawa

    Global Fashion Management Conference (the 12th conference) 

    Presentation date： 2024.07

    Event date：
    2024.07
    　
    　

  • Effects of social exclusion on prosocial consumption: The moderating role of group members and norms

    Yoko Sugitani, Taku Togawa

    The 74th JSMD Conference  (Tokyo)  Japan Society of Marketing and Distribution

    Presentation date： 2024.05

    Event date：
    2024.05
    　
    　

  • Task traits and cultural differences in AI aversions

    Yoko Sugitani, Taku Togawa, Kosuke Motoki

    Japan Association for Consumer Studies 

    Presentation date： 2024.05

    Event date：
    2024.05
    　
    　

  • Consumer research using field data

    Taku Togawa  [Invited]

    Japan Marketing Association, Research Project, New Frontiers in Empirical Consumer Research 

    Presentation date： 2024.03

    Event date：
    2024.03
    　
    　

  • Sensory Branding in the Digital Age

    Taku Togawa  [Invited]

    How will 'brands' and 'brand strategies' change in the digital age?  (Tokyo)  Research Group of Brand Communication

    Presentation date： 2024.01

    Event date：
    2024.01
    -
    　

  • Effect of Customers’ Names on Brand Choices: The Role of Letters as Visual Information

    Taku Togawa, Yuriko Isoda, Ryo Suzuki, Naoto Onzo  [Invited]

    The Now and Future of Sensory Marketing  (Tokyo)  Waseda University Institute of Marketing Communication; Waseda University Institute of Consumer Behavior

    Presentation date： 2024.01

    Event date：
    2024.01
    -
    　

  • New Trends in Marketing Research

    Taku Togawa  [Invited]

    ID-POS Marketing Conference  (Tokyo)  SEGMENT ON2 Co.,Ltd.

    Presentation date： 2024.01

    Event date：
    2024.01
    -
    　

  • The interplay between vision and haptic inputs in the marketing context

    Taku Togawa  [Invited]

    Japanese Association of Industrial/Organizational Psychology (Consumer Behavior Section, 151st Sectional Conference) 

    Presentation date： 2023.12

    Event date：
    2023.12
    　
    　

  • Three-dimensionality in logo design: How logo depth improves consumers’ brand preference

    Taku Togawa, Naoto Onzo

    Association for Consumer Research, ACR 2023 Conference 

    Presentation date： 2023.10

    Event date：
    2023.10
    　
    　

  • Effects of surprise emotion elicited by offline versus online coupons

    Hiroaki Ishii, Taku Togawa, Ikumi Hiraki, SoonHo Kwon, Naoto Onzo

    Association for Consumer Research, ACR 2023 Conference 

    Presentation date： 2023.10

    Event date：
    2023.10
    　
    　

  • 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 

    Presentation date： 2023.07

    Event date：
    2023.07
    　
    　

  • 集団における受容が向社会的購買行動に及ぼす影響

    杉谷陽子, 外川拓

    第73回日本商業学会全国大会 

    Presentation date： 2023.05

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

    Hiroaki Ishii, Taku Togawa, Jaewoo Park

    Society for Consumer Psychology, 2023 SCP Annual Conference 

    Presentation date： 2023.03

    Event date：
    2023.03
    　
    　

  • 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, ACR 2022 Conference 

    Presentation date： 2022.10

    Event date：
    2022.10
    　
    　

  • The Three-dimensional Effect in Logo Design: Using Depth to Influence Consumers’ Perceptions and Evaluations of the Brand

    Taku Togawa, Naoto Onzo

    American Marketing Association, AMA 2022 Summer Academic Conference 

    Presentation date： 2022.08

    Event date：
    2022.08
    　
    　

  • Social Behavior is Sustainable Behavior: How Social Inclusion Enhances Conscious Consumption

    Yoko Sugitani, Taku Togawa

    American Marketing Association, AMA 2022 Summer Academic Conference 

    Presentation date： 2022.08

    Event date：
    2022.08
    　
    　

  • Publishing Research Papers in International Journals: Tips From a Consumer Researcher's Perspective

    Taku Togawa  [Invited]

    Invited Lecture at Research Institute of Business Administration, Waseda University 

    Presentation date： 2022.06

    Event date：
    2022.06
    　
    　

  • The interaction effect of facing direction and implied motion in a product image on consumer responses to advertising

    Jaewoo Park, Hiroaki Ishii, Taku Togawa

    European Marketing Academy (EMAC), Annual Conference 2022 

    Presentation date： 2022.05

    Event date：
    2022.05
    　
    　

  • 「新しさ」をどのように伝えるか：感覚マーケティングからのアプローチ

    外川拓  [Invited]

    日本マーケティング学会 カンファレンス2021 リサーチプロジェクト・セッション 

    Presentation date： 2021.10

    Event date：
    2021.10
    　
    　

  • 認知心理学を応用した消費者行動研究

    外川拓  [Invited]

    日本消費者行動研究学会 第63回消費者行動研究コンファレンス 

    Presentation date： 2021.10

    Event date：
    2021.10
    　
    　

  • 消費者はブランドに何を求めるのか－抽象的思考におけるself-brand connectionの重要性－

    杉谷 陽子, 外川 拓

    日本商業学会 第71回 全国研究大会 

    Presentation date： 2021.05

    Event date：
    2021.05
    　
    　

  • 広告表現と季節要因：センサリー・マーケティング に基づく検討

    石井 裕明, 山岡 隆志, 外川 拓

    日本消費者行動研究学会 第62回消費者行動研究コンファレンス 

    Presentation date： 2021.05

    Event date：
    2021.05
    　
    　

  • Consumer responses to the use of artificial intelligence in luxury restaurants

    野沢 智咲都, 外川 拓, Carlos Velasco, 元木 康介

    日本消費者行動研究学会 第62回消費者行動研究コンファレンス 

    Presentation date： 2021.05

    Event date：
    2021.05
    　
    　

  • 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

    日本消費者行動研究学会 第62回消費者行動研究コンファレンス 

    Presentation date： 2021.05

    Event date：
    2021.05
    　
    　

  • 認知順序理論 （Cognitive Order Theory） ： ズームイン/ズームアウト型言語と認知的選好

    杉谷陽子, 外川拓, 唐沢穣

    ⽇本社会⼼理学会 第 61 回大会プログラム 

    Presentation date： 2020.11

    Event date：
    2020.11
    　
    　

  • 小売企業における感覚マーケティング―経営者に対するインタビュー調査による検討―

    石井裕明, 平木いくみ, 外川拓, 恩藏直人

    日本マーケティング学会 カンファレンス2020 

    Presentation date： 2020.10

  • 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 

    Presentation date： 2020.10

  • When Does Actual Versus Ideal Self-Congruence Matter? Moderating Effects of Construal-Level on Brand Attitudes

    Taku Togawa, Kazuyo Ando

    Presentation date： 2020.10

  • ブランド購買における重視要因―文脈による変容―

    外川 拓

    日本商業学会 第70回全国研究大会 

    Presentation date： 2020.09

  • I won´t listen to you because you are like me: The“backfire effect” in human-robot interactions

    Héctor González-Jiménez, Taku Togawa, Yoko Sugitani

    Artificial Intelligence & Robotics in Service Interactions, AIRSI2020 International Conference 

    Presentation date： 2020.09

  • How Shopping Basket Color Affects Perceived Price of Products: A Field Study in Supermarkets

    Ikumi Hiraki, Hiroaki Ishii, Taku Togawa, and Naoto Onzo

    Presentation date： 2020.08

  • Cognitive Order Theory: “Zoom-in” vs. “Zoom-out” Cognitions Affect Preference for Visual Information

    Society for Consumer Psychology (SCP) 2020 Conference 

    Presentation date： 2020.03

    Event date：
    2020.03
    　
    　

  • 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 

    Presentation date： 2019.12

  • 快楽商品ブランドへの愛着とブランドパーソナリティー ー理想自己と実際自己の相対的影響―

    安藤和代, 外川拓

    日本商業学会 第９回全国研究報告会 

    Presentation date： 2019.12

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

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

    Association for Consumer Research, 2019 ACR Conference 

    Presentation date： 2019.10

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

    Taku Togawa, Rajat Roy, Hiroaki Ishii, Jaewoo Park

    Association for Consumer Research, 2019 ACR Conference 

    Presentation date： 2019.10

  • Does the Experience of Softness Make Customers Indecisive? A Field Study of In-Store Decision Making

    Togawa, Taku, Yuriko Isoda, Hiroaki Ishii, Ikumi Hiraki, Naoto Onzo

    American Marketing Association, 2019 AMA Summer Academic Conference 

    Presentation date： 2019.08

  • Human-like Social Robots in a Retail Context: The Role of Self-Robot Connections and Construal-level

    Gonzalez Jimenez, Hector, Taku Togawa

    Artificial Intelligence & Robotics in Service Interactions (AIRSI) 2019 

    Presentation date： 2019.07

  • Conceptual Association of Vertical Layout in Advertisements and Psychological Distance

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

    ICORIA 2019: The 19th International Conference on Research in Advertising 

    Presentation date： 2019.06

  • Effects of Juxtaposition of Endorsers and Products in Advertisements

    Park, Jaewoo, Taku Togawa, Hiroaki Ishii

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

    Presentation date： 2019.06

  • 学術的見地からの研究成果の発表

    外川拓, 平木いくみ, 石井裕明

    産学協働研究によるデジタル・アナログ融合実験と学術的視点における検証報告 

    Presentation date： 2019.02

  • 媒体に対する消費者意識と コミュニケーション評価 －郵送とEメールによるクーポンへの反応－

    石井裕明, 平木いくみ, 外川拓, 権純鎬, 中垣征也, 一色昭典, 鈴木睦夫, 恩藏直人

    日本消費者行動研究学会 第57回消費者行動研究コンファレンス 

    Presentation date： 2018.10

  • 紙媒体と電子媒体によるクーポン送付効果の違い -消費者の世代を考慮した検討-

    平木いくみ, 石井裕明, 外川拓, 権純鎬, 中垣征也, 一色昭典, 鈴木睦夫, 恩藏直人

    日本マーケティング学会 カンファレンス2018 

    Presentation date： 2018.10

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

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

    Association for Consumer Research 

    Presentation date： 2018.10

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

    Ishii, Hiroaki, Taku Togawa, Park, Jaewoo

    American Psychological Association , APA Annual Convention 2018 

    Presentation date： 2018.08

  • How the Presence of a Spouse Affects Shopping Behavior?: Analysis of GPS Data in Shopping Malls

    Nagai, Ryunosuke, Taku Togawa, Ikumi Hiraki, Naoto Onzo

    American Marketing Association, 2018 AMA Summer Academic Conference 

    Presentation date： 2018.08

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

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

    11th European ACR Conference 

    Presentation date： 2018.06

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

    Ishii, Hiroaki, Taku Togawa, Park, Jaewoo

    11th European ACR Conference 

    Presentation date： 2018.06

  • 買い回り行動と休憩効果―ショッピングモールにおけるGPS調査を通じて―

    永井 竜之介, 外川 拓, 平木 いくみ, 恩藏直人

    日本消費者行動研究学会 第56回消費者行動研究コンファレンス 

    Presentation date： 2018.05

  • クーポンの送付形式と消費者反応―印刷媒体と電子媒体に注目して―

    外川拓, 石井裕明, 平木いくみ, 権純鎬, 鈴木睦夫, 一色昭典, 恩藏直人

    日本消費者行動研究学会 第56回消費者行動研究コンファレンス 

    Presentation date： 2018.05

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

    Park, Jaewoo, Taku Togawa, Hiroaki Ishii

    International Conference on Business, Economics, Management and Marketing 

    Presentation date： 2018.03

  • 製品の視覚的重さは消費者の味覚的判断に影響を及ぼすか？

    外川拓, 石井裕明, 朴宰佑  [Invited]

    日本消費者行動研究学会 第55回消費者行動研究コンファレンス 

    Presentation date： 2018.03

    Event date：
    2017.10
    　
    　

  • Psychological Distance and Gender of Endorsers in Advertising: Moderating Effect of Self-relevance

    Sugitani, Yoko, Taku Togawa

    15th European Congress of Psychology 

    Presentation date： 2017.07

  • Shopper Behavior and Emotions: Using GPS Data in a Shopping Mall

    Nagai, Ryunosuke, Taku Togawa, Ikumi Hiraki, Naoto Onzo

    Academy of Marketing Science, World Marketing Congress 

    Presentation date： 2017.06

  • Do Shopping Goals Affect the Behavior and Satisfaction of Shoppers?: Analysis of GPS Data in Shopping Malls

    Nagai, Ryunosuke, Taku Togawa, Ikumi Hiraki, Naoto Onzo

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

    Presentation date： 2017.05

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

    Park, Jaewoo, Taku Togawa, Ishii Hiroaki

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

    Presentation date： 2017.05

  • The Impact of Product Design Elements on New Product Superiorities and Performances

    Iwashita, Hitoshi, Susumu Ohira, Daisuke Ishida, Taku Togawa, Naoto Onzo

    American Marketing Association 2017 Winter Educators’ Conference 

    Presentation date： 2017.02

  • 顧客の苗字が製品選択に及ぼす影響

    磯田友里子, 外川拓, 鈴木凌, 恩藏直人

    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 

    Presentation date： 2016.11

  • 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 

    Presentation date： 2016.11

  • 買い回り行動における購買タイミングと感情 ―GPS 調査を通じて―

    永井竜之介, 平木いくみ, 外川 拓, 奥野守, 大嶋俊之, 雨宮源太, 恩藏直人

    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 

    Presentation date： 2016.11

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

    Togawa, Taku, Jaewoo Park, Hiroaki Ishii

    Association for Consumer Research 

    Presentation date： 2016.10

  • 身近な他者への贈与品購買行動―自己観による心理的距離の違いに注目して―

    外川拓, 石井裕明, 恩藏直人

    日本消費者行動研究学会第52回消費者行動研究コンファレンス 

    Presentation date： 2016.06

  • Does Hand Cleansing Affect Feelings of Guilt for Smoking Behavior?

    Park, Jaewoo, Hiroaki Ishii, Taku Togawa

    European Marketing Academy, 45th Annual Conference 

    Presentation date： 2016.05

  • 消費者の感情と購買行動―複合型商業施設におけるGPSデータを用いて―

    永井竜之介, 外川拓, 恩藏直人, 星尾隆行, 奥野守, 大嶋俊之

    日本消費者行動研究学会第51回消費者行動研究コンファレンス 

    Presentation date： 2015.11

  • Key Product Design Elements for Successful Product Development: An Exploratory Study of the Automotive Industry

    Iwashita, Hitoshi, Susumu Ohira, Daisuke Ishida, Taku Togawa, Naoto Onzo

    American Marketing Association, Educators’ Conference 2015 

    Presentation date： 2015.08

  • Does Heaviness Always Affect Evaluation? Examining the Moderating Role of NFT and CLT

    Ishii, Hiroaki, Taku Togawa, Jaewoo Park

    American Psychological Association, 123rd Annual Convention 

    Presentation date： 2015.08

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

    Park, Jaewoo, Tsutomu Sunaga, Taku Togawa, Hiroaki Ishii

    American Psychological Association, 123rd Annual Convention 

    Presentation date： 2015.08

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

    Togawa, Taku, Hiroaki Ishii, Jaewoo Park

    Association for Consumer Research, Asia-Pacific Conference 

    Presentation date： 2015.06

  • 衝動購買と消費者の感情―解釈レベル理論に基づく考察―

    Presentation date： 2015.06

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

    Park, Jaewoo, Hiroaki Ishii, Taku Togawa

    Association for Consumer Research 

    Presentation date： 2014.10

  • Effect of Advertisement Haptic Cues on Product Evaluation: Examining the Moderating Role of Construal level

    Togawa, Taku, Hiroaki Ishii, Jaewoo Park

    American Psychological Association, 122nd Annual Convention 

    Presentation date： 2014.08

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

    Ishii, Hiroaki, Jaewoo Park, Taku Togawa

    Presentation date： 2014.03

  • 消費者の解釈レベルが視覚探索行動に及ぼす影響

    外川拓, 石井裕明, 恩藏直人, 阿部周造

    日本消費者行動研究学会第47回消費者行動研究コンファレンス 

    Presentation date： 2013.10

  • 購買時における情報探索行動がブランド選択に及ぼす影響

    永井竜之介, 外川拓, 恩藏直人

    日本商業学会関東部会 

    Presentation date： 2013.04

  • 他者との心理的距離が贈与品購買行動に与える影響

    外川拓, 石井裕明, 恩藏直人, 阿部周造

    日本消費者行動研究学会第44回消費者行動研究コンファレンス 

    Presentation date： 2012.06

  • 行為目標までの時間的距離と訴求方法

    外川拓, 石井裕明, 恩藏直人

    商品開発・管理学会第18回全国大会 

    Presentation date： 2012.05

  • 消費者行動研究における解釈レベル理論の適用と展開

    外川 拓

    日本商業学会関東部会 

    Presentation date： 2012.04

  • 非営利組織における顧客価値の創造を通じた環境対応

    外川 拓

    商品開発・管理学会第17回全国大会（北星学園大学 

    Presentation date： 2011.10

  • 贈与先との心理的距離が製品選択に与える影響―社会的距離とパッケージの外観との関係―

    外川拓, 石井裕明, 恩藏直人

    日本消費者行動研究学会第42回消費者行動研究コンファレンス 

    Presentation date： 2011.06

  • 運送業界における環境配慮を通じたコモディティ化対応―エコトラック社の事例―

    恩藏直人, 外川拓

    商品開発・管理学会第16回全国大会 

    Presentation date： 2011.06

  • パッケージ・デザインにおける余白と消費者反応

    外川拓, 石井裕明, 小川亮, 恩蔵直人

    商品開発・管理学会第15回商品開発・管理学会 創立10周年記念大会 

    Presentation date： 2010.11

▼display all

Research Projects

  • センサリー・マーケティング視点によるサステナビリティ・ツーリズム促進要因の検討

    Japan Society for the Promotion of Science  Grants-in-Aid for Scientific Research

    Project Year :

    2025.04
    -
    2029.03
     

    Hiroaki Ishii, Park Jaewoo, Ikumi Hiraki, Kazuyo Ando, Taku Togawa, Takanori Suda, Naoto Onzo

     [International coauthorship]

  • Effects of Visual Marketing on Consumer Perception of Brand Environmental Friendliness

    Japan Society for the Promotion of Science  Grants-in-Aid for Scientific Research

    Project Year :

    2025.04
    -
    2028.03
     

    Taku Togawa, Jaewoo Park, Hiroaki Ishii, Yoko Sugitani

  • Artificial Intelligence at the Point of Purchase and Consumer Decision-making

    Japan Society for the Promotion of Science  Grants-in-Aid for Scientific Research

    Project Year :

    2024.04
    -
    2028.03
     

    Tsutomu Sunaga, Taku Togawa, Kengo Hayamizu, Hiroaki Ishii, Ikumi Hiraki, Naoto Onzo

  • Research on Sensory Marketing That Promotes Healthy Eating Behavior

    Project Year :

    2024.04
    -
    2028.03
     

    Jaewoo Park, Taku Togawa, Yoko Sugitani, Hiroaki Ishii, Kosuke Motoki

  • Effects of Perceived Environmental Friendliness of Products on Consumer Behavior

    Sophia University  Special Funds for the Promotion of Academic Research

    Project Year :

    2023.08
    -
    2026.03
     

    Taku Togawa, Yoko Sugitani

  • Effects of language grammatical structure on consumers' cognitive style and advertising evaluation

    Japan Society for the Promotion of Science  Grants-in-Aid for Scientific Research

    Project Year :

    2022.04
    -
    2026.03
     

  • 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（研究分担者）

    独立行政法人日本学術振興会  科学研究費（基盤研究A）

    Project Year :

    2019.04
    -
    2024.03
     

    守口剛

  • Effects of post-disaster psychological state on food consumption

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

    Project Year :

    2020.04
    -
    2023.03
     

  • Effects of genders on consumer behavior

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

    Project Year :

    2020.04
    -
    2023.03
     

  • 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（研究分担者）

    独立行政法人日本学術振興会  科学研究費（基盤研究B）

    Project Year :

    2019.04
    -
    2023.03
     

    石井裕明

  • ブランドへの信頼感を醸成する視覚的コミュニケーションに関する検討（研究代表者）

    独立行政法人日本学術振興会  科学研究費（基盤研究C）

    Project Year :

    2019.04
    -
    2022.03
     

    外川 拓

  • 広告への好意度の国際比較研究：ズームイン/ズームアウト型認知と広告表現（共同研究者）

    公益財団法人吉田秀雄記念事業財団  吉田秀雄記念事業財団研究助成

    Project Year :

    2019.04
    -
    2021.03
     

    杉谷陽子, 外川拓, 唐沢 穣

  • An International Comparative Study of Cultural Value and Purchase Decision-Making Among Japanese, Korean, and Chinese Consumers

    Project Year :

    2019.04
    -
    2021.03
     

  • Consumer Acceptance of Social Robots (Collaborator)

    The Great Britain Sasakawa Foundation  Research Grant

    Project Year :

    2018.07
    -
    2020.07
     

    Gonzalez Jimenez, Hector

  • Knowledge and Flexible Implementation of Construal Level in Self-Regulation (External Collaborator)

    National Science Foundation  Standard Grant (#1626733)

    Project Year :

    2016.07
    -
    2020.07
     

    Fujita, Kentaro

  • 消費者意思決定の構造―解釈レベルによる変容性の解明（研究代表者）

    独立行政法人日本学術振興会  科学研究費研究成果公開促進費（学術図書）

    Project Year :

    2019.04
    -
    2020.03
     

    外川 拓

  • 購買意思決定の納得感と満足感を高める広告―消費者のメンタルシミュレーションに着目して―（共同研究者）

    日本広告学会  研究プロジェクト

    Project Year :

    2017.10
    -
    2019.09
     

  • 消費者行動における選好逆転の体系的理論構築に関する研究（研究分担者）

    独立行政法人日本学術振興会  科学研究費（基盤研究B）

    Project Year :

    2016.04
    -
    2019.03
     

    守口剛

  • 製品の審美性が製品評価に与える影響の包括的研究（研究分担者）

    独立行政法人日本学術振興会  科学研究費（基盤研究C）

    Project Year :

    2016.04
    -
    2019.03
     

    朴宰佑

  • 感性刺激が店舗内購買行動に及ぼす影響についての包括的研究（研究分担者）

    独立行政法人日本学術振興会  科学研究費（基盤研究B）

    Project Year :

    2015.04
    -
    2019.03
     

    平木いくみ

  • 高級感を引き起こす製品デザインに関する包括的検討（研究分担者）

    独立行政法人日本学術振興会  科学研究費（基盤研究C）

    Project Year :

    2014.04
    -
    2017.03
     

    石井裕明

  • 新製品開発における市場志向とデザイン志向に関する国際比較研究（研究分担者）

    独立行政法人日本学術振興会  科学研究費（基盤研究B）

    Project Year :

    2013.04
    -
    2017.03
     

    恩藏直人

  • 状況要因と選択目標を考慮した消費者選択行動の研究 ～理論の体系化に向けて～（研究分担者）

    独立行政法人日本学術振興会  科学研究費（基盤研究B）

    Project Year :

    2013.04
    -
    2017.03
     

    守口剛

  • 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（研究代表者）

    千葉商科大学  学術研究助成

    Project Year :

    2015.04
    -
    2016.03
     

    外川 拓

  • The Effects of Information Search Effort of Consumer Satisfaction

    Japan Society for the Promotion of Science  Grants-in-Aid for Scientific Research

    Project Year :

    2013.04
    -
    2015.03
     

    TOGAWA Taku

    　View Summary

    This study examines the effects of information search behavior on consumer satisfaction with purchase outcome. Because of recent improvements in information technology, this study focuses on situations in which consumers search and acquire a huge amount of information about a product just prior to purchasing it (i.e., “cramming for purchase”). To reveal how this situation influences consumers’ decision making and its outcome, a survey of consumers considering purchasing a coat was conducted. The results indicated that, in consumers who are not involved with the product category, “cramming for purchase” results in information overload and decreases satisfaction with the purchase outcome. The insights obtained in this research enrich our understanding of three research areas: information search, information overload, and marketing communication.

  • 消費者の解釈レベルによるマーケティング・コミュニケーション効果の相違に関する研究（共同研究者）

    公益財団法人吉田秀雄記念事業財団  吉田秀雄記念事業財団研究助成

    Project Year :

    2013.04
    -
    2014.03
     

    守口剛

  • Construal Level Theory and the Determining Factors of Customer Satisfaction

    Japan Society for the Promotion of Science  Grants-in-Aid for Scientific Research

    Project Year :

    2010.04
    -
    2013.03
     

    ABE Shuzo, ABE Makoto, ISHII Hiroaki, ISHIDA Daisuke, ONZO Naoto, SUNAGA Tsutomu, TAKEMURA Kazuhisa, TOGAWA Taku, MORIGUCHI Takeshi, YASHIMA Akira

    　View Summary

    Based on a hypothesis that consumers’ evaluation and choice behavior becomes more abstract when psychological distance (time, space, degree of intimacy etc.) is large, we investigated the determining factors of customer satisfaction across various purchase situations and obtained supportive results. Also, we have made some progress in measuring abstractness of consumers’ thinking.

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Misc

  • センサリー・マーケティングの世界：壁の色、メニュー選びに影響

    外川拓

    日経MJ    2025.02  [Invited]  [Domestic journal]

    Authorship：Corresponding author

    Article, review, commentary, editorial, etc. (trade magazine, newspaper, online media)  

  • Utilizing Visual Design in Marketing: Findings from Academic Journals

    Taku Togawa

    MarkeTRUNK (in Japanese)    2024.08  [Invited]  [Domestic journal]

    Authorship：Lead author, Corresponding author

    Article, review, commentary, editorial, etc. (trade magazine, newspaper, online media)  

  • Sensory branding in the digital age

    Taku Togawa

      335 ( 1 ) 32 - 33  2024.06  [Invited]  [Domestic journal]  [International coauthorship]

    Authorship：Lead author, Corresponding author

    Article, review, commentary, editorial, etc. (bulletin of university, research institution)  

  • The Power of Brand Names

    Taku Togawa

    MarkeTRUNK (in Japanese)    2024.06  [Invited]  [Domestic journal]

    Authorship：Lead author

    Article, review, commentary, editorial, etc. (trade magazine, newspaper, online media)  

  • Sensory marketing: Global marketing perspectives

    Taku Togawa

    MarkeTRUNK (in Japanese)    2024.04  [Invited]  [Domestic journal]

    Authorship：Lead author

    Article, review, commentary, editorial, etc. (trade magazine, newspaper, online media)  

  • 書評「コトラーのマーケティング入門〔原書14版〕」（フィリップ・コトラー著、恩藏直人監訳）

    外川拓

    學鐙   ( 2022年夏号 )  2022.06  [Invited]

    Authorship：Lead author, Corresponding author

    Book review, literature introduction, etc.  

  • 小売企業の経営者が考える「センサリー・マーケティング」

    恩藏直人, 平木いくみ, 石井裕明, 外川拓

    DIAMOND Chain Store   50 ( 7 ) 21 - 21  2019.04

    Article, review, commentary, editorial, etc. (other)  

  • 書評「そのクチコミは効くのか」（久保田進彦・澁谷覚著）

    外川 拓

    マーケティングホライズン   726   29 - 29  2019.03  [Invited]

    Authorship：Lead author, Corresponding author

    Book review, literature introduction, etc.  

  • 顧客の高揚感を醸成する！三越伊勢丹の“感覚マーケティング”

    外川 拓

    DIAMOND Chain Store   50 ( 2 ) 42  2019.02

    Article, review, commentary, editorial, etc. (trade magazine, newspaper, online media)  

  • トップと現場の一体感が生み出すチヨダの感覚マーケティング

    外川 拓

    DIAMOND Chain Store   49 ( 20 ) 26  2018.11

  • The Diffusion of Marketing Orientation in a Public Organization: The Case of Nagareyama City

    Japan Marketing Journal   38 ( 2 ) 107 - 118  2018.09

    Article, review, commentary, editorial, etc. (scientific journal)  

  • オハイオ州立大学 在外研究レポート

    外川 拓

    CUC View & Vision   ( 43 ) 70 - 74  2017.03  [Invited]

    Rapid communication, short report, research note, etc. (bulletin of university, research institution)  

    CiNii

  • 【書評】The Psychology of Design: Creating Consumer Appeal (Batra, Rajeev, Colleen Seifert, and Diann Brei 編著)

    外川 拓

    消費者行動研究   23 ( 1 ) 61 - 66  2016.10

    Book review, literature introduction, etc.  

  • プレミアム商品とパッケージ・デザインの関連性

    外川 拓

    DIAMOND Chain Store Age   47 ( 18 ) 106 - 107  2016.10  [Invited]

    Article, review, commentary, editorial, etc. (trade magazine, newspaper, online media)  

  • 味覚―主役は舌だけにあらず！味覚マーケティングの奥深さ―

    外川 拓

    DIAMOND Chain Store Age   47 ( 15 ) 102 - 103  2016.09  [Invited]

    Article, review, commentary, editorial, etc. (trade magazine, newspaper, online media)  

  • 視覚―買い物行動に直結する重要な感覚 お客は売場で何を見て感じるのか―

    外川 拓

    DIAMOND Chain Store Age   47 ( 15 ) 82 - 83  2016.09  [Invited]

    Article, review, commentary, editorial, etc. (trade magazine, newspaper, online media)  

  • Trying harder and doing worse: how grocery shoppers track in-store spending

    Japan marketing journal   31 ( 121 ) 107 - 117  2011.06  [Invited]

    Other  

    CiNii

  • 天然ガス自動車の導入による環境対応

    恩藏直人, 外川拓

    季刊マーケティングジャーナル   31 ( 121 ) 118 - 127  2011.06  [Invited]

    Article, review, commentary, editorial, etc. (scientific journal)  

    CiNii

  • 「国宝 阿修羅展」に見るマーケティングの新潮流

    外川拓, 恩藏直人

    季刊マーケティングジャーナル   30 ( 119 ) 107 - 119  2011.01  [Invited]

    Article, review, commentary, editorial, etc. (scientific journal)  

    CiNii

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Syllabus

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Teaching Experience

  • Research Seminar 3, 4

    Sophia University  

    2025.04
    -
    Now
     

  • Research Seminar 1, 2

    Sophia University  

    2024.04
    -
    Now
     

  • Marketing Strategy 1 / 2

    Sophia University  

    2020.04
    -
    Now
     

  • マーケティング論特講Ⅰ

    上智大学  

    2020.04
    -
    Now
     

  • マーケティング戦略論Ⅰ／Ⅱ

    上智大学  

    2020.04
    -
    Now
     

  • Introduction to Management 1

    Sophia University  

    2023.09
    -
    2024.03
     

  • Study Abroad at Victoria University

    Sophia University  

    2022.04
    -
    2024.03
     

  • 経営データ分析

    上智大学  

    2020.09
    -
    2024.03
     

  • 経営基礎研究セミナーⅠ／Ⅱ

    上智大学  

    2020.04
    -
    2024.03
     

  • 経営学概論Ⅰ

    上智大学  

    2020.04
    -
    　
     

  • Marketing and Consumer Behavior

    千葉商科大学  

  • マーケティング論Ⅰ/Ⅱ

    青山学院大学  

  • 卒業研究 A/B

    千葉商科大学  

  • 研究Ⅱ A/B

    千葉商科大学  

  • 研究Ⅰ A/B

    千葉商科大学  

  • 研究基礎 A/B

    千葉商科大学  

  • 商学概論Ⅰ

    千葉商科大学  

  • マーケティングマネジメント

    専修大学  

  • 広告論

    神奈川大学  

  • 消費者行動論

    千葉商科大学  

  • マーケティング・リサーチⅠ/Ⅱ

    専修大学  

  • マーケティング・コミュニケーション

    千葉商科大学  

  • サービスマーケティング論

    千葉商科大学  

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Social Activities

  • カーボンニュートラル概念のマーケティング

    現代文化研究所 

    2022.07
    　
    　

  • 感覚マーケティングー五感訴求のコミュニケーション戦略―

    読売新聞グループ本社  リテールアド・コンソーシアム 

    2022.07
    　
    　

  • マーケティング研究の最前線

    佐賀県高等学校教育研究会  商業部会マーケティング講習会 

    2018.08
    -
    　

  • マーケティングの基礎

    佐賀県高等学校教育研究会  商業部会マーケティング講習会 

    2018.08
    -
    　

  • マーケティング指導の方向性

    文部科学省  教員免許更新講習会 

    2015.07
    -
    2018.07

  • センサリー・マーケティング

    株式会社ダイヤモンド・リテイルメディア  ダイヤモンド流通倶楽部 

    2017.09
    -
    　

  • 顧客視点のブランド戦略

    千葉商科大学  千葉商科大学付属高等学校 体験授業 

    2017.01
    -
    　

  • ノスタルジア広告の効果～消費者調査の結果から～

    早稲田大学マーケティング・コミュニケーション研究所  マーケティング・イノベーション研究会 

    2015.10
    -
    　

  • 高等学校におけるマーケティングの教育指導

    独立行政法人教職員支援機構  平成26年度 産業・情報技術等指導者養成研修 

    2014.07
    -
    　

  • マーケティング入門 ―消費者視点のブランド戦略―

    千葉商科大学  都立篠崎高校 体験授業 

    2014.03
    -
    　

  • 米国調査の報告

    日本ガス協会  天然ガス自動車フォーラム 

    2014.02
    -
    　

  • マーケティングの進化とブランド・マネジメント「朝日企業ブランド調査」のご紹介

    日本マーケティング協会  特別セミナー「マーケティングの進化とブランド・マネジメント」―新たな価値の創造とブランド・コミュニケーション― 

    2012.12
    -
    　

  • 企業規模に左右されないブランド・イメージ（共著）

    『朝日企業イメージ調査2012』  朝日新聞社広告局 

    2012.09
    -
    　

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Academic Activities

  • Journal of Marketing Research

    Peer review

    2025.09
    -
    Now

  • Marketing Letters

    Peer review

    2025.07
    -
    2025.08

  • Journal of the Association for Consumer Research

    Peer review

    2024
    -
    　

  • Scientific Reports

    Peer review

    2024
    -
    　

  • Journal of Product and Brand Management

    Peer review

    2023
    -
    　

  • Journal of Business Research

    Peer review

    2023
    -
    　

  • Marketing Letters

    Peer review

    2023
    -
    　

  • Marketing Intelligence & Planning

    Peer review

    2022
    -
    　

  • Frontiers in Psychology

    Peer review

    2022
    -
    　

  • Product Development and Management Association (PDMA), JPIM Research Forum

    Peer review

    2021
    -
    　

  • American Marketing Association, 2021AMA Winter Conference (Competitive Paper Session and Working Paper Session)

    Peer review

    2021
    -
    　

  • American Marketing Association, 2020 AMA Winter Conference (Competitive Paper Session and Working Paper Session)

    Peer review

    2020
    -
    　

  • Global Marketing Conference (GMC)

    Peer review

    2020
    -
    　

  • Journal of New Market Creation

    Peer review

  • Journal of Advertising Science

    Peer review

  • JSMD Review

    Peer review

  • Japanese Psychological Research

    Peer review

  • Journal of Product Development and Management

    Peer review

  • Japan Marketing Journal

    Peer review

  • Advances in Consumer Studies

    Peer review

  • Journal of Marketing & Distribution

    Peer review

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