Satoru Shibuya

Marketing is the core of an operating business, and is inextricably tied to the country in which it operates. We will equip you an understanding of basic framework of marketing and consumer behavior, and then discuss together the characteristics and history of foreign markets and development of strategies to launch products and services in those markets, with considering the political, economic, social and technological aspect, and the language/communication issues of those markets.


Basic Seminar Ⅰ
Basic Seminar Ⅱ
Marketing and Consumer Behavior
Marketing Strategy
Marketing Strategy and Consumer Research in International Markets
Advanced Seminar Ⅰ
Advanced Seminar Ⅱ
Graduation Thesis

Fields of Specialization

  • Consumer Behavior
  • Word of Mouth
  • Digital Marketing


  • E-mail :
  • Office :South 2-407


  • 2016
    Professor, the Faculty of International Social Sciences, Gakushuin University
  • 2016
    Rennes1 University, Institut de Gestion de Rennes, Centre Franco-Japonais de Management, Visiting Professor
  • 2013
    Waseda University, Master of Business Administration, Part Time Lecturer
  • 2009
    Tohoku University, Graduate School of Economics and Management, Professor (-2015)
  • 2007
    Tohoku University, Graduate School of Economics and Management, Assistant Professor (-2009)
  • 2006
    Niigata University, Graduate School of Management of Technology (MOT) , Assistant Professor (-2007)
  • 2001
    Niigata University, Department of Economics, Assistant Professor (-2006)
  • 1988
    Tokyo Electric Power Co. Ltd. (-1998)

Major Publications

  • Satoru Shibuya (2015), “How consumer’s present perceptions are affected by other people’s past experiences: A comparable experiment between promotional and social context,” Keio Business Forum, 32(1), 85-108.
  • Satoru Shibuya (2015), with multi authors, Future of advertising 2020: Marketing communications in the information-circulating society,Tokyo, Yoshida Hideo Memorial Foundation.
  • Ryoichi Yokoyama, Takayuki Nozawa, Motoaki Sugiura, YukihitoYomogida, Hikaru Takeuchi, Yoritaka Akimoto, Satoru Shibuya and Ryuta Kawashima (2014), “The neural bases underlying social risk perception in purchase decisions,” Neuroimage 91, 120-128.
  • Satoru Shibuya (2013), Similarity and judgment: How structural comparison with others changes consumer behavior, Tokyo, Yuhikaku.
  • Yukihiko Kubota, Satoru Shibuya, Tsutomu Sunaga(2013), Handbook of marketing for beginners, Tokyo, Yuhikaku.
  • Satoru Shibuya, Hiroshi Suzuki, Tatsuya Ikeda, YoshitoKitagawa(2013), “B to B supplier selection process and information seeking,” Bulletin of Nikkei Advertising Research Institute, 47(6), 2-13.
  • Satoru Shibuya (2013), “The automaticity of similarity judgment between self and others,” Journal of Business Administration, KwanseiGakuin University, 60(4), 199-217.
  • Satoru Shibuya (2011), “Inductive reasoning from word of mouth: Prediction about future self based on present others,” Journal of Marketing & Distribution, 13(3), 1-20.(Japan Society of Marketing and Distribution Award, 2012)
  • Satoru Shibuya (2011), “Usefulness of eWOM as purchase simulations,” Bulletin of Nikkei Advertising Research Institute, 45(2), 11-18.
  • Satoru Shibuya (2011), “An comprehensive model of communication based on ‘Experience – expectation process’: Future communication strategy through simulations of experiences,” AdStudies, 38, 22-27. 


<Principal Investigator>

  • JSPS, Grant-in-Aid for Scientific Research (C): “Psychological effects of existing customers’ experiences transmitted by businesses onto potential customers”, April 2012- March 2015
  • Yoshida Hideo Memorial Foundation, 42th Grant for Research: “Structured social recommendation by analogical reasoning: An experiment about recommendation effects of eWOM on the Internet”, April 2009- March 2010
  • JSPS, Grant-in-Aid for Scientific Research (C): “Qualitative and quantitative effects of word-of-mouth on the Internet”, April 2009- March 2012
  • The Telecommunications Advancement Foundation, 24th Grant for Reseach: 2008, “Structured social recommendation by analogical reasoning”, April 2008- March 2009.
  • Yoshida Hideo Memorial Foundation, 39th Grant for Research: “An experimental study on interaction effects of consumer's cognition of similarity and expertise about eWOM sources”, April 2005- March 2006
  • MEXT, Grant-in-Aid for Challanging Exploratory Research: “Experimental research on consumer opinion shaping processes through comparisons with similar others ”, April 2003- March 2006

<Project Member>

  • JSPS, Grant-in-Aid for Scientific Research (A)(PI: N. Terui): "Integration of heterogeneous large scale business information and its application to CRM studies", April 2013- March 2016
  • JSPS, Grant-in-Aid for Specially Promoted Research(PI: M. Sugiura):  “Inner brain representation of social value of self: an fMRI study of mate choice”, April2011- March 2013
  • JSPS, Grant-in-Aid for Scientific Research (A)(PI: N. Terui):  “New Development of CRM by Fusing Database Marketing and Consumer Theory”, April 2009- March 2012