Sunaga Tsutomu 須永努

… Alternative Names

SUNAGA Tsutomu 須永努

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Researcher Number	20438914
Other IDs	https://orcid.org/0000-0003-3414-8946
External Links
Affiliation (Current)	2025: 早稲田大学, 商学学術院, 教授
Affiliation (based on the past Project Information) *help	2022 – 2024: 早稲田大学, 商学学術院, 教授 2014 – 2022: 関西学院大学, 商学部, 教授 2012 – 2013: 関西学院大学, 商学部, 准教授 2010 – 2011: 千葉商科大学, サービス創造学部, 准教授
Review Section/Research Field	Principal Investigator Basic Section 07090:Commerce-related / Commerce Except Principal Investigator Commerce / Medium-sized Section 7:Economics, business administration, and related fields / Basic Section 07090:Commerce-related
Keywords	Principal Investigator マーケティング / 消費者行動 / 音楽 / 実験心理学 / 感覚マーケティング / 消費者心理 / 購買時点 / AI/人工知能 / マーケティング・コミュニケーション / 音色 … More / semantec congruence / アート / コンテクスト効果 / クロスモーダル対応 / 消費者心理学 / 購買意思決定プロセス / インストア・マーケティング / クロスモダール対応 / 感覚間相互作用 / 購買意思決定 / 消費者知覚 / 消費者意思決定 … More Except Principal Investigator 消費者行動 / マーケティング / 身体化認知 / 意思決定 / 選好逆転 / 解釈レベル理論 / クロスモーダル / 処理流暢性 / 感覚マーケティング / 企業パフォーマンス / 価値創造 / サービス・ロボット / AI / 商品陳列 / 感覚間相互作用 / ナッジ / 知覚バイアス / アート / 知覚 / センサリー / センサリーマーケティング / 製品開発 / アート志向 / アイトラッキング / 商学 / 選好の逆転 / 選択方略 / 比較の方向性効果 / 消費者意思決定 / コミュニケーション戦略 / プロスペクト理論 / 心理的距離 / 比較の方向性 / 顧客満足 Less

Artificial Intelligence at the Point of Purchase and Consumer Decision-makingPrincipal Investigator
- Principal Investigator
  
  須永努
- Project Period (FY)
  2024 – 2027
- Research Category
  
  Grant-in-Aid for Scientific Research (B)
- Review Section
  
  Basic Section 07090:Commerce-related
- Research Institution
  Waseda University
業務用サービス・ロボットの導入による価値創造メカニズムの解明
- Principal Investigator
  
  恩藏直人
- Project Period (FY)
  2023 – 2026
- Research Category
  
  Grant-in-Aid for Scientific Research (B)
- Review Section
  
  Basic Section 07090:Commerce-related
- Research Institution
  Waseda University
Consumer Decision-making and Background Sounds in the Context of Marketing CommunicationsPrincipal Investigator
- Principal Investigator
  
  Sunaga Tsutomu
- Project Period (FY)
  2020 – 2023
- Research Category
  
  Grant-in-Aid for Scientific Research (C)
- Review Section
  
  Basic Section 07090:Commerce-related
- Research Institution
  Waseda University
  Kwansei Gakuin University
Breakthroughs in Product Development Research by Elucidating Art Orientation
- Principal Investigator
  
  Onzo Naoto
- Project Period (FY)
  2020 – 2023
- Research Category
  
  Grant-in-Aid for Challenging Research (Exploratory)
- Review Section
  
  Medium-sized Section 7:Economics, business administration, and related fields
- Research Institution
  Waseda University
消費者行動における知覚バイアスの発生とその影響に関する体系的研究
- Principal Investigator
  
  守口剛
- Project Period (FY)
  2019 – 2023
- Research Category
  
  Grant-in-Aid for Scientific Research (A)
- Review Section
  
  Medium-sized Section 7:Economics, business administration, and related fields
- Research Institution
  Waseda University
A study for theory construction on consumer's preference reversal
- Principal Investigator
  
  Moriguchi Takeshi
- Project Period (FY)
  2016 – 2018
- Research Category
  
  Grant-in-Aid for Scientific Research (B)
- Research Field
  
  Commerce
- Research Institution
  Waseda University
Multi-sensory Consumer Behavior: Designing New In-store ExperiencePrincipal Investigator
- Principal Investigator
  
  SUNAGA Tsutomu
- Project Period (FY)
  2015 – 2018
- Research Category
  
  Grant-in-Aid for Scientific Research (C)
- Research Field
  
  Commerce
- Research Institution
  Kwansei Gakuin University
A Study of Consumer Choice Behavior Considering Situational Factors and Choice Objective
- Principal Investigator
  
  Moriguchi Takeshi
- Project Period (FY)
  2013 – 2016
- Research Category
  
  Grant-in-Aid for Scientific Research (B)
- Research Field
  
  Commerce
- Research Institution
  Waseda University
Construal Level Theory and the Determining Factors of Customer Satisfaction
- Principal Investigator
  
  ABE Shuzo
- Project Period (FY)
  2010 – 2012
- Research Category
  
  Grant-in-Aid for Scientific Research (B)
- Research Field
  
  Commerce
- Research Institution
  Waseda University

All 2024 2023 2021 2020 2018 2016 2015 2014 2013 2012 2011 2010 Other

All Journal Article Presentation Book

[Book] 消費者理解に基づくマーケティング：感覚マーケティングと消費者情報消化モデル2018
- Author(s)
  須永　努
- Total Pages
  226
- Publisher
  有斐閣
- ISBN
  9784641165311
- Data Source
  KAKENHI-PROJECT-15K03753
[Book] 消費者理解に基づくマーケティング2018
- Author(s)
  須永努
- Total Pages
  226
- Publisher
  有斐閣
- ISBN
  9784641165311
- Data Source
  KAKENHI-PROJECT-16H03675
[Book] フェイス・トゥ・フェイス・ブック：クチコミ・マーケティングの効果を最大限に高める秘訣2016
- Author(s)
  エド・ケラー，ブラッド・フェイ著　澁谷覚、久保田進彦、須永努訳
- Total Pages
  394
- Publisher
  有斐閣
- Data Source
  KAKENHI-PROJECT-15K03753
[Book] はじめてのマーケティング2013
- Author(s)
  久保田進彦、澁谷覚、須永努
- Total Pages
  248
- Publisher
  有斐閣
- Data Source
  KAKENHI-PROJECT-25285135
[Book] 消費者の購買意思決定プロセス-環境変化への適応と動態性の解明-2010
- Author(s)
  須永努
- Total Pages
  256
- Publisher
  青山社
- Data Source
  KAKENHI-PROJECT-22330134
[Journal Article] How Sequential Exposure to Musical Pieces Affects Consumers' Crossmodal Associations Between Pitch and Brightness2024
- Author(s)
  Tsutomu Sunaga, Naoto Onzo, and Mime Yabuno
- Journal Title
  
  Proceedings of 2024 AMA Winter Academic Conference
  
  Volume: 35 Pages: 282-286
- Peer Reviewed
- Data Source
  KAKENHI-PROJECT-20K02002
[Journal Article] A Study of Normative Decision Making under COVID-19 Pandemic2023
- Author(s)
  MURAKAMI Hajime、SUNAGA Naoto、HOSHINO Takahito、TATEOKA Daiki、HIRATSUKA Sho、HARAGUCHI Ryohei、YAMAKABE Shun、TAKEMURA Kazuhisa
- Journal Title
  
  Transactions of Japan Society of Kansei Engineering
  
  Volume: 22 Issue: 1 Pages: 39-49
- DOI
  10.5057/jjske.TJSKE-D-22-00019
- ISSN
  1884-0833, 1884-5258
- Language
  Japanese
- Peer Reviewed / Open Access
- Data Source
  KAKENHI-PROJECT-23K22164, KAKENHI-PROJECT-19H00601
[Journal Article] 画家の発想から導かれる製品開発におけるアート志向2023
- Author(s)
  恩藏直人　藪野美芽　須永努
- Journal Title
  
  早稲田商学
  
  Volume: 465 Pages: 1-46
- Data Source
  KAKENHI-PROJECT-20K20768
[Journal Article] Multisensory consumer-computer interaction2021
- Author(s)
  Velasco, Carlos, Tsutomu Sunaga, Takuji Narumi, Kosuke Motoki, Charles Spence, & Olivia Petit
- Journal Title
  
  Journal of Business Research
  
  Volume: 134 Pages: 716-719
- DOI
  10.1016/j.jbusres.2021.06.041
- Peer Reviewed / Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-20K02002
[Journal Article] Interactions between instrumental timbre and consumers’ regulatory focus2020
- Author(s)
  Sunaga Tsutomu、Meng Yan、Zhuang Xuhong
- Journal Title
  
  Journal of Business Research
  
  Volume: 121 Pages: 1-12
- DOI
  10.1016/j.jbusres.2020.08.014
- Peer Reviewed / Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-19H00601
[Journal Article] Music Frequency and Consumers' Perceptions2018
- Author(s)
  Tsutomu Sunaga
- Journal Title
  
  Society for Consumer Psychology 2018 Winter Conference Proceedings
  
  Volume: - Pages: 690-692
- Peer Reviewed
- Data Source
  KAKENHI-PROJECT-15K03753
[Journal Article] How the Sound Frequency of Background Music Influences Consumers’ Perceptions and Decision Making2018
- Author(s)
  Tsutomu Sunaga
- Journal Title
  
  Psychology & Marketing
  
  Volume: 35 Issue: 4 Pages: 253-267
- DOI
  10.1002/mar.21084
- Peer Reviewed
- Data Source
  KAKENHI-PROJECT-15K03753
[Journal Article] Effects of Lightness-Location Congruency on Consumers' Purchase Decision-Making2016
- Author(s)
  Tsutomu Sunaga, Jaewoon Park, and Charles Spence
- Journal Title
  
  Psychology and Marketing
  
  Volume: 33 (11) Issue: 11 Pages: 934-950
- DOI
  10.1002/mar.20929
- Peer Reviewed / Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-25285135, KAKENHI-PROJECT-26380568, KAKENHI-PROJECT-15K03753, KAKENHI-PROJECT-16K03938
[Journal Article] Effects of Predecisional Justification toward Purchasing on Consumers’ Attribute Weights at the Point of Purchase2014
- Author(s)
  Sunaga,T. and H. Ishii
- Journal Title
  
  International Review of Business
  
  Volume: 14 Pages: 1-24
- NAID
  120005399568
- Peer Reviewed
- Data Source
  KAKENHI-PROJECT-25285135
[Journal Article] 店舗内環境研究の概観と今後の方向性：ホリスティック・アプローチと実験的アプローチ2014
- Author(s)
  須永務
- Journal Title
  
  商学論究
  
  Volume: 62(1) Pages: 81-95
- NAID
  120005462758
- Open Access
- Data Source
  KAKENHI-PROJECT-25285135
[Journal Article] 消費者の意思決定におけるメタ認知の影響2014
- Author(s)
  須永務
- Journal Title
  
  商学論究
  
  Volume: 62(2) Pages: 17-31
- Open Access
- Data Source
  KAKENHI-PROJECT-25285135
[Journal Article] 消費者の選択行動間における相互依存効果－背景対比効果と逐次選択－2013
- Author(s)
  須永務
- Journal Title
  
  商学論究
  
  Volume: 61(2) Pages: 71-84
- NAID
  120005345646
- Data Source
  KAKENHI-PROJECT-25285135
[Journal Article] 消費者行動研究における解釈レベル理論の展開2012
- Author(s)
  須永努・石井裕明
- Journal Title
  
  日経広告研究所報
  
  Volume: 263 Pages: 23-29
- NAID
  40019348252
- Data Source
  KAKENHI-PROJECT-22330134
[Journal Article] 消費者情報処理パラダイムの課題－コンピュータ・アナロジーからの転回－2012
- Author(s)
  須永努
- Journal Title
  
  商学論究
  
  Volume: 60 Pages: 379-395
- Data Source
  KAKENHI-PROJECT-22330134
[Journal Article] 購買時における解釈レベルと消費者の製品評価2012
- Author(s)
  須永努・石井裕明
- Journal Title
  
  市場創造研究
  
  Volume: 2 Pages: 4-12
- NAID
  40019647903
- Peer Reviewed
- Data Source
  KAKENHI-PROJECT-22330134
[Presentation] How Sequential Exposure to Musical Pieces Affects Consumers' Crossmodal Associations Between Pitch and Brightness2024
- Author(s)
  Tsutomu Sunaga, Naoto Onzo, and Mime Yabuno
- Organizer
  2024 AMA Winter Academic Conference
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-20K02002
[Presentation] How Sequential Exposure to Musical Pieces Affects Consumers' Crossmodal Associations Between Pitch and Brightness2024
- Author(s)
  Tsutomu Sunaga, Naoto Onzo, Mime Yabuno
- Organizer
  2024 AMA Winter Academic Conference
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-20K20768
[Presentation] Context Effects in Crossmodal Associations Between Music and Fine Art Paintings: Influences of Initial Musical Pitch on Subsequent Perceptions and Associations2021
- Author(s)
  Sunaga, Tsutomu, Mime Yabuno, & Naoto Onzo
- Organizer
  Institute for Operations Research and the Management Sciences (INFORMS) 2021 Annual Meeting
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-20K02002
[Presentation] Assessing Multisensory Congruence Involving Instrumental Timbre2021
- Author(s)
  Tsutomu Sunaga, Takeshi Moriguchi, Mayuko Nishii, & Charles Spence
- Organizer
  European Marketing Academy (EMAC) 2021 Anual Conference (Copetitive Papers Session)
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-20K02002
[Presentation] Assessing Multisensory Congruence Involving Instrumental Timbre2021
- Author(s)
  Sunaga Tsutomu、Moriguchi Takeshi、Nishii Mayuko、Spence Charles
- Organizer
  EMAC (European Marketing Academy) 2021 Annual Conference
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-19H00601
[Presentation] Assessing Multisensory Congruence Involving Instrumental Timbre2021
- Author(s)
  Sunaga, Tsutomu, Takeshi Moriguchi, Mayuko Nishii, & Charles Spence
- Organizer
  European Marketing Academy (EMAC) 2021 Anual Conference (Competitive Papers Session)
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-20K02002
[Presentation] Context Effects in Crossmodal Associations Between Music and Fine Art Paintings: Influences of Initial Musical Pitch on Subsequent Perceptions and Associations2021
- Author(s)
  Tsutomu Sunaga, Mime Yabuno, Naoto Onzo
- Organizer
  INFORMS 2021 Annual Meeting（Institute for Operations Research and the Management Sciences）
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-20K20768
[Presentation] Context Effects in Crossmodal Associations Between Music and Fine Art Paintings: Influences of Initial Musical Pitch on Subsequent Perceptions and Associations2021
- Author(s)
  Tsutomu Sunaga, Mime Yabuno, Naoto Onzo
- Organizer
  INFORMS 2021 Annual Meeting
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-19H00601
[Presentation] センサリー・マーケティングと解釈レベル理論のつながり2018
- Author(s)
  須永　努
- Organizer
  センサリー・マーケティング連続シンポジウム　第1回　「我が国におけるセンサリー・マーケティングの可能性と課題」
- Invited
- Data Source
  KAKENHI-PROJECT-15K03753
[Presentation] 感覚マーケティングと消費者心理2018
- Author(s)
  須永　努
- Organizer
  日本心理学会公開シンポジウム（科学としての心理学シリーズ：消費者の心理を探る）
- Invited
- Data Source
  KAKENHI-PROJECT-15K03753
[Presentation] 感覚マーケティングと感覚間相互作用2018
- Author(s)
  須永　努
- Organizer
  第55回消費者行動研究コンファレンス
- Data Source
  KAKENHI-PROJECT-15K03753
[Presentation] Music Frequency and Consumers’ Perceptions2018
- Author(s)
  Tsutomu Sunaga
- Organizer
  Society for Consumer Psychology (SCP) Annual 2018 Winter Conference
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-15K03753
[Presentation] The Spatial-Temporal Cogruency Effect of Product Direction and Position on Product Attitude2015
- Author(s)
  J.Park, T.Sunaga, T.Togawa and H.Ishii
- Organizer
  123rd Annual American Psychological Association Convention
- Place of Presentation
  Toronto, Canada
- Year and Date
  2015-08-06
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-25285135
[Presentation] The Spatial-Temporal Congruency Effect of Product Direction and Position on Product Attitude2015
- Author(s)
  Park, Jaewoo, Tsutomu Sunaga, Taku Togawa, and Hiroaki Ishii
- Organizer
  123rd Annual American Psychological Association (APA) Convention
- Place of Presentation
  Toronto, Canada
- Year and Date
  2015-08-08
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-15K03753
[Presentation] Brightness-Location Congruency Effects on Consumer Behavior in Retail Context2015
- Author(s)
  Sunaga, Tsutomu and Jaewoo Park
- Organizer
  Institute for Operations Research and the Management Sciences (INFORMS) Annual Meeting 2015
- Place of Presentation
  Pennsylvania, Philadelphia, U.S.A.
- Year and Date
  2015-11-03
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-15K03753
[Presentation] Brightness-Location Congruency Effects on Consumer Behavior in Retail Context2015
- Author(s)
  T.Sunaga and J Park
- Organizer
  2015 INFORMS Annual Meeting
- Place of Presentation
  Philadelphia, USA
- Year and Date
  2015-11-01
- Int'l Joint Research
- Data Source
  KAKENHI-PROJECT-25285135
[Presentation] 消費者の心理的距離と購買意思決定2011
- Author(s)
  須永努・石井裕明
- Organizer
  行動経済学会第5回大会
- Place of Presentation
  関西学院大学(兵庫県)(招待講演)
- Year and Date
  2011-12-10
- Data Source
  KAKENHI-PROJECT-22330134
[Presentation] 解釈レベル理諭と消費者の購買行動2011
- Author(s)
  須永努・石井裕明
- Organizer
  日本商業学会第61回全国研究大会
- Place of Presentation
  熊本学園大学(熊本県)
- Year and Date
  2011-05-29
- Data Source
  KAKENHI-PROJECT-22330134
[Presentation] 購入時における心理的距離と消費者購買意思決定2011
- Author(s)
  須永努・石井裕明
- Organizer
  行動経済学会第5回大会
- Place of Presentation
  関西学院大学
- Year and Date
  2011-12-10
- Data Source
  KAKENHI-PROJECT-22330134
[Presentation] 消費者の情報消化モデル－価値共創の実現に向けた消費者理解
- Author(s)
  須永努
- Organizer
  日本商業学会
- Place of Presentation
  北海商科大学
- Data Source
  KAKENHI-PROJECT-22330134

1. ONZO Naoto (70194652)

# of Collaborated Projects: 7 results

# of Collaborated Products: 4 results
2. ISHII Hiroaki (50548716)

# of Collaborated Projects: 6 results

# of Collaborated Products: 8 results
3. ISHIDA Daisuke (80507872)

# of Collaborated Projects: 5 results

# of Collaborated Products: 0 results
4. TOGAWA Taku (10636848)

# of Collaborated Projects: 5 results

# of Collaborated Products: 1 results
5. ABE Shuzo (30060015)

# of Collaborated Projects: 4 results

# of Collaborated Products: 0 results
6. ABE Makoto (70302677)

# of Collaborated Projects: 4 results

# of Collaborated Products: 0 results
7. TAKEMURA Kazuhisa (10212028)

# of Collaborated Projects: 4 results

# of Collaborated Products: 0 results
8. MORIGUCHI Takeshi (70298066)

# of Collaborated Projects: 4 results

# of Collaborated Products: 1 results
9. YASHIMA Akira (30583223)

# of Collaborated Projects: 4 results

# of Collaborated Products: 0 results
10. 奥瀬喜之 (30312440)

# of Collaborated Projects: 3 results

# of Collaborated Products: 0 results
11. 金子充 (50732476)

# of Collaborated Projects: 2 results

# of Collaborated Products: 0 results
12. 平木いくみ (60367026)

# of Collaborated Projects: 2 results

# of Collaborated Products: 0 results
13. 藪野健 (30239834)

# of Collaborated Projects: 1 results

# of Collaborated Products: 1 results
14. 岩下仁 (30608732)

# of Collaborated Projects: 1 results

# of Collaborated Products: 0 results
15. 朴宰佑 (50401675)

# of Collaborated Projects: 1 results

# of Collaborated Products: 0 results
16. 速水建吾 (20978861)

# of Collaborated Projects: 1 results

# of Collaborated Products: 0 results
17. 大平進 (30709001)

# of Collaborated Projects: 1 results

# of Collaborated Products: 0 results
18. IDENO Takashi

# of Collaborated Projects: 1 results

# of Collaborated Products: 0 results
19. TAMARI Yuki

# of Collaborated Projects: 1 results

# of Collaborated Products: 0 results
20. OKUBO Shigetaka

# of Collaborated Projects: 1 results

# of Collaborated Products: 0 results

Sunaga Tsutomu 須永 努

SUNAGA Tsutomu 須永 努

Research Projects

Research Products

Co-Researchers

Artificial Intelligence at the Point of Purchase and Consumer Decision-makingPrincipal Investigator

Principal Investigator

Project Period (FY)

Research Category

Review Section

Research Institution

業務用サービス・ロボットの導入による価値創造メカニズムの解明

Principal Investigator

Project Period (FY)

Research Category

Review Section

Research Institution

Consumer Decision-making and Background Sounds in the Context of Marketing CommunicationsPrincipal Investigator

Principal Investigator

Project Period (FY)

Research Category

Review Section

Research Institution

Breakthroughs in Product Development Research by Elucidating Art Orientation

Principal Investigator

Project Period (FY)

Research Category

Review Section

Research Institution

消費者行動における知覚バイアスの発生とその影響に関する体系的研究

Principal Investigator

Project Period (FY)

Research Category

Review Section

Research Institution

A study for theory construction on consumer's preference reversal

Principal Investigator

Project Period (FY)

Research Category

Research Field

Research Institution

Multi-sensory Consumer Behavior: Designing New In-store ExperiencePrincipal Investigator

Principal Investigator

Project Period (FY)

Research Category

Research Field

Research Institution

A Study of Consumer Choice Behavior Considering Situational Factors and Choice Objective

Principal Investigator

Project Period (FY)

Research Category

Research Field

Research Institution

Construal Level Theory and the Determining Factors of Customer Satisfaction

Principal Investigator

Project Period (FY)

Research Category

Research Field

Research Institution

[Book] 消費者理解に基づくマーケティング：感覚マーケティングと消費者情報消化モデル2018

Author(s)

Total Pages

Publisher

ISBN

Data Source

[Book] 消費者理解に基づくマーケティング2018

Author(s)

Total Pages

Publisher

ISBN

Data Source

[Book] フェイス・トゥ・フェイス・ブック ： クチコミ・マーケティングの効果を最大限に高める秘訣2016

Author(s)

Total Pages

Publisher

Data Source

[Book] はじめてのマーケティング2013

Author(s)

Total Pages

Publisher

Sunaga Tsutomu 須永努

SUNAGA Tsutomu 須永努

[Book] フェイス・トゥ・フェイス・ブック：クチコミ・マーケティングの効果を最大限に高める秘訣2016