Introduction

Prof. Akira Shimizu conducts unique research that leverages consumer behavior theory and various data to capture corporate strategies. Specifically, in his theoretical research, he has proposed a new consumer decision-making process for the Internet age. His empirical study includes time-series data on changes in consumer awareness, experimental data using brain waves and eye tracking, and data from receipt apps, enabling him to advance the understanding of previously impossible theories to elucidate. His empirical research includes studies on the purchasing behavior of older people, research on the cutting-edge consumer segment, investigations into consumers' exposure to various media, the impact of COVID-19, and Japan's role in the global context.

■Proposing a new theory of consumer behavior
・Research objective: With the advent of the Internet, consumers' decision-making methods have changed significantly, and we are proposing a theory unique to Japan.
‐Title: 'New Consumer Behavior Theories from Japan', Advances in Japanese Business and Economics series (27), Springer, Akira Shimizu, 2021
■Data collection and utilization using various new technologies
• Research Objective: We are collecting new data on consumer behavior and working to clarify existing theories.
- Title: 'Consumer Shopping Path and Buying Behavior at Grocery Store,' 41st Annual ISMS Marketing Science Conference, Akira Shimizu, 2019
- Title: Electronic shopping cart: An eye-tracking Approach, ANZMAC 2024, Akira Shimizu 2024
■Leading-Edge Research
Research Objective: To evaluate products using leading-edge and lagging-edge groups.
— Title: Research on the Purchasing Behavior of the Leading-Edge Group Using Receipt Data, 46th Annual ISMS Marketing Science Conference, Shinichiro Hata, Akira Shimizu, 2024

Areas of Research

・Consumer Behavior and Marketing Strategy

Social Contributions

Combining the latest consumer behavior theories with the most up-to-date data available only in Japan makes it possible to develop new marketing strategies, thereby enriching people's lives.