Lecture Title: Understanding the Consumer Decision-Making Process ～Insights from Humanities-Science Integration～

Lecturer: Akira Shimizu, Professor, Faculty of Business and Commerce, Keio University

Understanding how consumers make decisions when choosing products and services can inform not only marketing strategy, but may also provide insights into understanding decision-making processes in various contexts such as voting in elections or choosing hospitals. Traditionally, surveys have been used for this purpose, but they provide limited insight and often fall short of revealing the underlying mechanisms.
In this lecture, I present an example of the humanities-science integration that KGRI promotes: an attempt to capture consumer behavior through more objective indicators, by utilizing eye-tracking technology as well as Professor Yasue Mitsukura’s Kansei Analyzer wearable device.