Research keywords (3):
Social Psychology
, Consumer psychology
, Consumer behavior
Research theme for competitive and other funds (8):
2022 - 2026 Effects of language grammatical structure on consumers' cognitive style and advertising evaluation
2017 - 2022 Research on psychological benefits of brand attachment
2019 - 2021 Zoom-in/zoom-out cognition and attitude toward advertising
2014 - 2017 The role of self-based and public-based evaluations on forming brand attitudes
2014 - Research on communication strategy through companies' website
2010 - 2012 An empirical study on the role of emotions in building a strong brand
2008 - 2010 リピート購買の要因に関する実証研究
2008 - 2009 The effects of negative opinion by Word of Mouth on the evaluation of the brand.
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Papers (17):
Taku Togawa, Yoko Sugitani. Looks Far Beyond My Reach: The Zoom Effect in Product Videos Influences Luxury Perception and Purchase Intention. Journal of Consumer Psychology. 2021
Yoko Sugitani. The Effect of Self- and Public-Based Evaluations on Brand Purchasing: The Interplay of Independent and Interdependent Self-Construal. Journal of International Consumer Marketing. 2018. 30. 4. 235-243
Yoko Sugitani, Taku Togawa, Minoru Karasawa. Cognitive Order Theory; the effect of zoom-in/zoom-out perception and advertising. Yoshida Hideo Memorial Foundation Report. 2021. 69-84
How Social Exclusion Hinders Sustainable Fashion Consumption: Moderating Role of Interdependent Self-construal
(2024 Global Fashion Management Conference 2024)
2021/10 - Yoshida Hideo Memorial Foundation Jun Yoshida Hideo Award
2018/10 - 日本マーケティング学会 マーケティングジャーナル・ヤングスカラー賞
2016/11 - Japan association for consumer studies the Encouragement Award of Japan Association for Consumer Studies
2016/10 - Japan Marketing Academy the Young Scholar Award of Japan Marketing Academy
2007/05/29 - 平成19年度産業組織心理学会研究支援
2007/01/17 - 日本社会心理学会平成18年度若手研究者奨励賞
2004/11/26 - 日本消費者行動研究学会 JACS-SPSS論文プロポーザル賞(最優秀賞)
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Association Membership(s) (8):
日本心理学会
, Associations for Consumer Research
, the Academy of Marketing Science
, Society for Consumer Psychology
, 日本社会心理学会
, 産業組織心理学会
, Japan Society of Marketing and Distribution
, 日本消費者行動研究学会