Satomura, Takuya

写真a

Affiliation

Faculty of Business and Commerce (Mita)

Position

Professor

Related Websites

External Links

Career 【 Display / hide

  • 1991.04
    -
    1996.03

    Toshiba Corporation

  • 1996.04
    -
    2000.03

    Researcher, The Distribution Economics Institute of Japan

  • 2000.04
    -
    2003.03

    Lecturer, Graduate School of Economics, Osaka University

  • 2003.04
    -
    2005.03

    Associate Professor, Graduate School of Economics, Osaka University

  • 2005.04
    -
    2007.03

    Associate Professor, Faculty of Business and Commerce, Keio University

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Academic Background 【 Display / hide

  • 1991.03

    The University of Tokyo, Faculty of Science

    University, Graduated

  • 1997.03

    University of Tsukuba, Graduate School of System Management, System Management

    Graduate School, Completed, Master's course

  • 2000.03

    Tokyo Institute of Technology, Graduate School of Decision Science and Technology, Dept.of | Industrial Engineering and Management

    Graduate School, Withdrawal before completion, Doctoral course

Academic Degrees 【 Display / hide

  • Master of Business Administration, University of Tsukuba, Coursework, 1997.03

  • PhD, Osaka University, Dissertation, 2002.10

 

Research Areas 【 Display / hide

  • Humanities & Social Sciences / Commerce (Marketing)

Research Keywords 【 Display / hide

  • marketing

  • Quantitative Marketing

  • Marketing Science

  • Marketing Research

  • Choice Modeling

Research Themes 【 Display / hide

  • Visual Marketing, 

    2009
    -
    Present

  • Consumer Choice Modeling, 

    1996
    -
    Present

 

Books 【 Display / hide

  • Marketing Models with R 2nd ed.

    SATOMURA TAKUYA, Kyorisu Shuppan, 2015.04

  • Brand Evaluation Methods: Marketing Approach

    SATOMURA TAKUYA, Takeshi Moriguchi and Eisaku Sato ed., Asakura Shoten, 2014.11

    Scope: Chapter 6: Evaluating Brand Strength using Purchase History Data pp.90-108

  • Marketing Analysis with R

    SATOMURA TAKUYA, Kyorisu Shuppan, 2014.10

  • Marketing Models with R

    SATOMURA TAKUYA, Kyorisu Shuppan, 2010.12

  • Fundamental Research on Consumer Interactions with WOM and eWOM

    YUTAKA HAMAOKA, TAKUYA SATOMURA, Keio University Press, 2009.03

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Papers 【 Display / hide

  • Unit pricing for multiple product sizes: identifying moderators and mediators of consumer evaluations

    Miyuri Shirai, Takuya Satomura

    European Journal of Marketing (European Journal of Marketing)  ahead-of-print ( 5 ) 1539 - 1566 2021.01

    Research paper (scientific journal), Joint Work, Accepted,  ISSN  0309-0566

     View Summary

    © 2020, Emerald Publishing Limited. Purpose: This paper aims to investigate the underlying process by which a brand’s unit pricing for multiple package sizes influences consumer evaluations by incorporating several mediators and moderators. Two-unit pricing tactics were examined: quantity discounts and surcharges. Design/methodology/approach: Two online experiments were conducted to test the hypotheses. Study 1 examined the mediating role of consumers’ inferred motive for sellers in setting quantity discounts or surcharges in the relationship between the pricing tactics and consumer evaluations. Study 2 incorporated affect as a mediator, and price consciousness and unit price usage as moderators in this relationship. Findings: The mediating role of inferred motive is supported. Motive is related to the sales volume. Furthermore, this mediation effect is more potent when consumers have stronger quantity discount belief. Further, the mediating role of affect is supported. It is more salient when consumers are frequent users of unit prices. Research limitations/implications: This study compared two pricing tactics and did not include a control condition. The first digit of the unit price for the small package size was different between the pricing tactics. Practical implications: When applying quantity surcharges to products, it is essential to provide additional information to consumers to preclude the possibility of negative evaluations. Originality/value: This study makes a significant contribution by offering a deeper understanding of consumer responses to the pricing tactics. In particular, it reveals that pricing tactics trigger both cognitive and affective responses, which then influence evaluations of the pricing tactics. This elicited cognition is associated with deduction about sellers’ brand-size pricing behavior.

  • A Direct Utility Model with Dynamic Constraint

    Byungyeon Kim, Takuya Satomura, Jaehwan Kim

    Asia Marketing Journal (Korea Marketing Association)  18 ( 4 ) 125 - 138 2017.01

    Research paper (scientific journal), Joint Work, Accepted,  ISSN  1598-7868

  • Copy alert: A method and metric to detect visual copycat brands

    Satomura Takuya, Wedel Michel, Peters Rik

    Journal of Marketing Research 51 ( 1 ) 1 - 13 2014

    Research paper (scientific journal), Joint Work, Accepted,  ISSN  0022-2437

     View Summary

    <p>The authors propose a method and metric to quantify the consumer confusion between leading brands and copycat brands that results from the visual similarity of their packaging designs. The method has three components. First, image processing techniques establish the objective similarity of the packages of leading and copycat brands on the basis of their colors and textures. Second, a perceptual decision task (triangle test) assesses the accuracy and speed with which consumers can identify differences between brands from rapidly (300 milliseconds) flashed images of their packages. Third, a competing accumulator model describes the buildup of evidence on each of the alternative brands during consumers' perceptual decisions and predicts the accuracy and response time of brand identification. Jointly, these components establish the impact of copycat packaging's visual features on consumer confusion. The method is applied in a test of experimentally designed copycats and market copycats in 15 product categories. A three-tiered metric ("copy alert," "copy watch," and "copy safe") establishes the extent to which copycat brands imitate the package designs of target brands and identifies which visual features are responsible. © 2014, American Marketing Association.</p>

  • Multiple-constraint choice models with corner and interior solutions

    Satomura Takuya, Kim Jaehwan, Allenby Greg M.

    Marketing Science 30 ( 3 ) 481 - 490 2011.05

    Research paper (scientific journal), Joint Work, Accepted,  ISSN  0732-2399

     View Summary

    <p>Achoice model based on direct utility maximization subject to an arbitrary number of constraints is developed and applied to conjoint data. The model can accommodate both corner and interior solutions, and it provides insights into the proportion of respondents bound by each constraint. Application to volumetric choice data reveals that the majority of respondents make choices consistent with price and quantity restrictions. Estimates based on a single monetary-constraint choice model are shown to lead to biased estimates of the monetary value of attribute levels. © 2011 INFORMS.</p>

  • 多変量ロジットモデルを利用した デジタルコンテンツ配信サービスの市場構造分析 ―電子コミックサービス市場への適用―

    SATOMURA TAKUYA

    Communications of Operations Research of Japan (The Operations Research Society of Japan)  67 ( 2 ) 81 - 88 2022.02

    Research paper (scientific journal), Single Work

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Papers, etc., Registered in KOARA 【 Display / hide

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Presentations 【 Display / hide

  • A Multiple Duration Choice Model for Service Data

    SATOMURA, TAKUYA, GREG ALLENBY

    Applications of Data Science in Social Science - Symposium in honor of Prof. Nobuhiko Terui (Tohoku University) , 

    2022.02

    Oral presentation (general), Tohoku University

  • 多変量ロジットモデルを利用した同一カテゴリー内での補完/代替関係の把握︓サブスクリ プションサービスの市場構造分析への適用

    SATOMURA, TAKUYA

    日本マーケティングサイエンス学会第110回研究大会 (慶應義塾大学(Web開催)) , 

    2021.12

    Oral presentation (general), 日本マーケティングサイエンス学会

  • Modeling Store Choice Behavior of Multiple Retail Formats

    SATOMURA TAKUYA, SATO EISAKU

    ISMS Marketing Science Conference (University of Rochester (Virtual)) , 

    2021.06

    Oral presentation (general), INFORMS Society for Marketing Science

  • デジタルメディアのサブスクリプション・サービス における消費者の複数選択行動のモデル分析

    里村卓也

    第62回消費者行動研究コンファレンス (専修大学(オンライン)) , 

    2021.05

    Oral presentation (general), 日本消費者行動研究学会

  • アクセス財の市場構造分析

    里村卓也

    令和2年度データ解析コンペティション成果報告会, 

    2021.03

    Oral presentation (general), 経営科学系研究部会連合協議会

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Research Projects of Competitive Funds, etc. 【 Display / hide

  • 限定合理的な消費者の選択行動モデルに関する研究

    2022.04
    -
    2026.03

    MEXT,JSPS, Grant-in-Aid for Scientific Research, 基盤研究(C), Principal investigator

  • 消費者行動理論を考慮した消費者の動的選択行動に関する研究

    2017.04
    -
    2021.03

    MEXT,JSPS, Grant-in-Aid for Scientific Research, Grant-in-Aid for Scientific Research (C), Principal investigator

  • Research on Consumer Dynamic Decision Making in Choice Process

    2014.04
    -
    2018.03

    MEXT,JSPS, Grant-in-Aid for Scientific Research, Grant-in-Aid for Scientific Research (C), Principal investigator

Works 【 Display / hide

  • マーケティング・サイエンス入門

    SATOMURA TAKUYA

    2006.04

    Other, Single

Awards 【 Display / hide

  • Yoshida Hideo Memorial Prize for Best Aided Research(2nd place without first place)

    SATOMURA TAKUYA HAMAOKA YUTAKA, 2007.11, 吉田秀雄記念事業財団, Impact of WOM and eWOM on Consumer Decision Making and Market Response

    Type of Award: Award from publisher, newspaper, foundation, etc.

  • 日本マーケティングサイエンス学会学生(現:若手)論文研究奨励賞

    SATOMURA TAKUYA, 1997.06, 受容価格域を考慮したブランド選択モデル

    Type of Award: Award from Japanese society, conference, symposium, etc.

 

Courses Taught 【 Display / hide

  • SPECIAL STUDY OF MARKETING SYSTEM

    2022

  • SPECIAL RESEARCH TOPICS IN BUSINESS AND COMMERCE (S)

    2022

  • SPECIAL RESEARCH TOPICS IN BUSINESS AND COMMERCE (S)

    2022

  • SEMINAR: SPECIAL STUDY OF MARKETING MANAGEMENT

    2022

  • SEMINAR: INTRODUCTION TO MARKETING

    2022

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Courses Previously Taught 【 Display / hide

  • Research on Marketing

    Keio University

    2019.04
    -
    2020.03

    Autumn Semester, Lecture, Lecturer outside of Keio

  • 価格決定論

    慶應義塾大学

    2018.04
    -
    2019.03

  • マーケティング・リサーチ

    慶應義塾大学

    2018.04
    -
    2019.03

  • 商業学

    慶應義塾大学

    2018.04
    -
    2019.03

  • マーケティング・サイエンス

    慶應義塾大学

    2018.04
    -
    2019.03

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Committee Experiences 【 Display / hide

  • 2022.04
    -
    2024.03

    Editor-in-Chief, Japan Institute of Marketing Science

  • 2022.04
    -
    2023.03

    副会長, 日本消費者行動研究学会

  • 2021.05
    -
    2022.05

    編集委員, 日本消費者行動研究学会

  • 2017.04
    -
    2022.03

    理事, 日本消費者行動研究学会

  • 2015.06
    -
    Present

    理事, 日本マーケティングサイエンス学会

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