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SAMPLING PROMOTIONS WHEN LAUNCHING A NEW PRODUCT: THE INTERNAL AND EXTERNAL EFFECTS
Atsuko Inoue 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.8
This study examines the effects of sampling promotion of a new product in terms of the purchase and WOM. Existing users of the category and related category which the new product were introduced tend to purchase it, compare to non-users. Consumers who knew about the new product before receiving the sample tend to engage into WOM
THE EFFECT OF AMBIENT SCENT AND BACKGROUND MUSIC ON CONSUMER PERCEPTION AND CHOICE
Atsuko Inoue 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Although people generally do not pay much attention to scent, background music (BGM), color, etc. in retail or service environments, these in-store factors could potentially have a subtle yet powerful influence on customers. Through two experiments, this research examined whether the scent and music made people feel physically warm or cool, and their effect on the participants’ perception of space and social density. Regarding to participants’ subjective perception of temperature, between the warm scent (vanilla) and the cool scent (peppermint), and between the warm music (Tr?umerei by Schumann) and the cool music (Vocalise by Rachmaninov) are not significantly different. But I could observe that people in warm conditions felt physically warm compare to cool conditions. And there was a significant difference on participants’ perception of space and density. People in the vanilla-scented environment felt that the capacity of the room was smaller, the space was tighter, and the social density was higher. In the case of the music, the results were the same. People in the room with Tr?umerei as a BCM felt that the room was smaller, the space was tighter, and the social density was higher. Moreover, people in warm conditions chose a cold or room temperature drink when I offered three drink options (cold, warm, room temperature) as a token of my gratitude. In addition to the effect to perception, I found that people in warm conditions (both scent and music) were more persuaded by commercial message than in cool conditions. These results would contribute to expand our knowledge of store atmospherics and customer experience through ambient scent and BGM.
Atsuko Inoue,Yutaka Ueda 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This research investigates the structure of psychological ownership of people and the antecedents and results. Although research on psychological ownership is prevalent in Marketing and consumer behavior, there are a few works on psychological ownership of people. Recently, regardless of age and sex, people have been more actively engaging in activities that support their favorite celebrities, idols, and animation characters. They invest their time and money in the objects by participating in events, purchasing goods, recommending to others, etc. These behaviors would contribute to their life satisfaction and happiness. Based on previous research on psychological ownership in the field of organizational behavior and interview with idol fans, we built a model and tested it with data from 550 idol fans. The model contains two dimensions of the psychological ownership of consumers’ favorite idols, two factors as antecedents, two moderators relating to other fans, and two outcomes. The result shows that psychological identity positively affects a sense of community with other fans, and psychological responsibility positively influences territoriality toward them. While a sense of community with other fans positively affects their well-being and intention to continue support behaviors, territoriality negatively influences intention to continue support behaviors and positively impacts well-being.
SAMPLING PROMOTIONS WHEN LAUNCHING A NEW PRODUCT: THE INTERNAL AND EXTERNAL EFFECTS
Atsuko Inoue 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This study examines the effects of sampling promotion of a new product in terms of the purchase and WOM. Existing users of the category and related category which the new product were introduced tend to purchase it, compare to non-users. Consumers who knew about the new product before receiving the sample tend to engage into WOM
정상귀유 ( Takahiro Inoue ),우전아사 ( Masashi Hada ),탕택돈자 ( Atsuko Yuzawa ),이세훈 ( Sei Hoon Lee ),권영대 ( Young Dae Kwon ) 한국병원경영학회 2008 병원경영학회지 Vol.13 No.4
Japanese national health expenditure was 8.0% of GDP in 2004, and it was lower than average of OECD countries. But it has increased rapidly in recent years. Japan has relatively many acute care beds and high-price medical equipments, and the average length of stay is long. Japanese government is trying healthcare reform to contain healthcare expenditure, increase the efficiency of management and improve the quality of healthcare. As healthcare policies for hospitals such as DPC (Diagnosis Procedure Combination) for acute care beds, reduction of long-term care beds, and functional differentiation and liaison among healthcare institutions are implemented, the number of hospitals in financial difficulties is increasing. The serious situation urges hospitals to adapt to changes and search new directions of management. They need to establish and implement appropriate positioning strategy, and increase management efficiencies. Korean healthcare system has similarities with Japanese in many aspects. The recent reform and changes in Japanese healthcare system and hospitals give suggestions to Korean hospitals as to how they can prepare for environmental changes and improve management.