感性工学および認知神経科学の観点からみる花卉マーケティング戦略への新たな可能性

• Published in: Transactions of the Academic Association for Organizational Science Vol. 7; no. 2; pp. 299 - 304
• Main Authors: 桂, 信太郎, 繁桝, 博昭, 井形, 元彦
• Format: Journal Article
• Language: English
• Published: 特定非営利活動法人 組織学会 2018; The Academic Association for Organizational Science
• Subjects: cognitive neuroscience; flower marketing strategy; fMRI; kansei engineering
• ISSN: 2186-8530
• DOI: 10.11207/taaos.7.2_299

In this research, we aimed to give new findings to marketing strategies for flowers. Especially purchase of flower plants is decided not with functional value but with sensibility value. Therefore, we quantitatively and structurally analyzed the sensitivity of subjects' preferences using Kansei Engineering method. Furthermore, based on cognitive neuroscience method, fMRI (functional Magnetic Resonance Imaging) was used to evaluate the impression on the way of presenting flowers and the effect on brain activity. Based on the results, this paper explores the possibility of applying the neuromarketing which integrates the fields of marketing, psychology, and neuroscience to the flower business in the future.