2015: Completed coursework for the Doctoral Course, Graduate School of Business and Commerce, Keio University
2015: Assistant Professor, School of Policy and Information Studies, Chiba University of Commerce
2017: Ph.D. in Business and Commerce (Keio University)
2018: Lecturer, Department of Business Administration, Faculty of Economics, Meiji Gakuin University
2020: Associate Professor, Department of Business Administration, Faculty of Economics, Meiji Gakuin University
2026: Professor, Department of Management, Faculty of Economics, Gakushuin University
E-mail：
Office：Room 1218
Marketing, Consumer Behavior
- New Perspective on Consumer Behavior: Purchase Decision Making and Marketing in Sequential Choice, Chikura Publishing Company, Ltd., 2023. (Recipient of the Japan Society of Marketing and Distribution Encouragement Award)
- “When a prior indulgent choice promotes a subsequent indulgent choice: The justification mechanism" Psychology &Marketing, 39, 797-808, 2022. (with Reo Fukuda)
In Marketing, one of the courses I teach, students learn marketing theories and concepts using examples of companies, products, and brands that they encounter in their daily lives. The objective of the lecture is for students to acquire the ability to analyze marketing phenomena from the perspective of marketing theory, such as questions about why and how a particular brand gains support, or why consumers repeatedly choose the same brand. For this reason, the lecture will provide opportunities for students to think for themselves, as well as to discuss with one another and share their views.
In the seminars, sophomore- and junior-year students basically conduct research in groups. Students take the initiative in all stages, from selecting research topics to producing research outputs. Opportunities will be provided for students to present their research findings not only within the university but also externally. Senior-year students conduct research individually. I believe that seminars are among the most important classes in university life, offering valuable experiences that not only increase knowledge and develop thinking skills, but also contribute to personal growth. I strongly encourage students to engage in them seriously.
I focus on teaching Special Studies in Consumer Behavior and the Consumer Behavior Seminar. If we regard research as “the process of creating knowledge,” I believe that one of the fundamental and most important aspects of research is to “systematically understand the academic field one wishes to pursue, and then thoroughly understand specific theories and concepts.” Of course, this process has no end. However, through the special studies and seminars, I hope to work with students to deepen their understanding, even little by little, and to consider together how to do so. I look forward to active discussions.
I study consumer purchase decision making. Our daily lives as consumers consist of a continuous series of purchase decision making (product choices). In this research, I analyze how, within that sequence, the outcome of one choice affects another choice. To give a familiar example, when dining at a chain restaurant, if you decide on your main dish first, you may then choose side dishes, drinks, desserts, and other items to go with it. In addition to this example, with just a little thought, many other situations come to mind, such as shopping at a shopping mall or at a grocery store. I aim to clarify how the outcome of one choice affects subsequent choices, as well as the psychological mechanisms underlying this process.
University life is shorter than you might think; by the time you feel you have settled in, you are already a sophomore-year student, and your extracurricular activities and part-time jobs begin to play a central role. After that, once the job hunting begins, time passes very quickly, and you find yourself occupied with writing your graduation thesis. It is important to consider what you want to do during this limited time. University life is the stage just before entering the workforce, and how you spend this time will influence the work you do in the future and your life. I hope you will take the time to think carefully about what you want to do during your university years while considering what kind of life you want to lead. By thinking carefully and working through these questions, I believe you will become aware of opportunities you would not notice if you were simply drifting through your days, and this can become the impetus for taking on new challenges. In fact, universities offer many such opportunities, but whether you take hold of them is up to you. If something makes you think this is it, take the initiative and actively pursue it. If you feel it is not right for you, try taking on something else. As a faculty member, I hope that your student life, and your life thereafter, will be rich and fulfilling.