Overview
- Presents a new, original, inclusive consumer decision-making model succeeding previous decision-making models, with tests of the utility of the new model
- Introduces a new type of leading-edge consumers and their important roles in the Internet era, and with implications for information sensitivities in creating segmentation
- Uses analyses originating in Japan, without drawing upon theories and attitudes from outside of Japan
Part of the book series: Advances in Japanese Business and Economics (AJBE, volume 27)
Access this book
Tax calculation will be finalised at checkout
Other ways to access
Table of contents (10 chapters)
-
Front Matter
-
Back Matter
Keywords
About this book
With the advent of the widespread use of the Internet, however, the situation has changed. Consumers whose information sensitivity is high (i.e., among leading-edge consumers) now use the Internet to search for information even for low-involvement products. The consumers’ decision-making process depends therefore on their information sensitivity, not on the involvement level of the products. Also, these leading-edge consumers become in effect another type of media as they broaden their experience through the Internet.
Under these circumstances, research about leading-edge consumers and the introduction of a new CDM is highly significant. This book gathers data about leading-edge consumers, analyzes these data, then proposes a new type of CDM called “circulation marketing”. Following this model, not only the previous types of CDM, but also the new kind of CDM, including share behavior of leading-edge consumers, is explained.
Authors and Affiliations
About the author
Akira Shimizu joined the Faculty of Commerce at Keio University as a professor of marketing in April 2009. Before joining Keio University, Prof. Shimizu worked at Meiji Gakuin University as an assistant professor from 1991 to 1993, an associate professor from 1994 to 1999, and a professor from 2000 to 2009. He received his B.S. (1986) and M.S. (1988) in marketing from Keio University, and also his Ph.D. in marketing from the Graduate School of Commerce at Keio University (2004).
Professor Shimizu's research focuses on consumer behavior and marketing strategy, with particular interest in the decision-making process of consumers, sales estimation using innovative consumers, and applying consumer behavior theories for marketing strategy.
Professor Shimizu was the former chief editor of the Journal of Marketing and Distribution, published by the Japan Society of Marketing and Distribution, and the former president of the Japan Association for Consumer Studies. He is one of the conference chairs of the 2022 INFORMS Marketing Science Conference in Japan.
Bibliographic Information
Book Title: New Consumer Behavior Theories from Japan
Authors: Akira Shimizu
Series Title: Advances in Japanese Business and Economics
DOI: https://doi.org/10.1007/978-981-16-1127-8
Publisher: Springer Singapore
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Nature Singapore Pte Ltd. 2021
Hardcover ISBN: 978-981-16-1126-1Published: 21 April 2021
Softcover ISBN: 978-981-16-1129-2Published: 22 April 2022
eBook ISBN: 978-981-16-1127-8Published: 20 April 2021
Series ISSN: 2197-8859
Series E-ISSN: 2197-8867
Edition Number: 1
Number of Pages: XI, 212
Number of Illustrations: 7 b/w illustrations, 61 illustrations in colour
Topics: Consumer Behavior, Online Marketing/Social Media, Branding