国際学術誌「Psychology & Marketing」に、西井 真祐子 准教授の共著論文「Connotative Congruency Effect Between Instrumental Timbre and Visual Design Features on Consumer Decision-Making」が掲載されました。

本研究では、BGMの音色と商品の視覚的デザインとの含意的な一致が、消費者の商品評価および選択行動にどのように影響するのかを実証しました。店舗を模した現実的な環境での実験によって、より実務的な示唆が得られています。
本研究は、早稲田大学の須永努教授、守口剛教授、オックスフォード大学のCharles Spence教授との共同研究により得られた成果です。

詳細はこちら：https://doi.org/10.1002/mar.22222

Associate Professor Mayuko Nishii’s Co-Authored Paper Published in Psychology & Marketing

A co-authored paper by Associate Professor Mayuko Nishii, titled “Connotative Congruency Effect Between Instrumental Timbre and Visual Design Features on Consumer Decision-Making,” has been published in the international academic journal Psychology & Marketing.

This study empirically demonstrates how the connotative congruency between the timbre of background music and the visual design of a product influences consumer evaluation and choice behavior. By conducting experiments in a realistic, store-mimicking environment, the study provides practical implications for retail settings.
This research is the result of a collaborative effort with Professor Tsutomu Sunaga and Professor Takeshi Moriguchi of Waseda University, as well as Professor Charles Spence of the University of Oxford.

For more information:https://doi.org/10.1002/mar.22222