Shirai, Miyuri

写真a

Affiliation

Faculty of Business and Commerce (Mita)

Position

Professor

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Career 【 Display / hide 】

  • 1998.04
    -
    1999.03

    Yokohama National University, Faculty of Business Administration, Assistant Professor

  • 1999.04
    -
    2002.03

    Yokohama National University, Faculty of Business Administration, Associate professor

  • 1999.08
    -
    2001.02

    Duke University, The Fuqua School of Business, Visiting scholar

  • 2002.04
    -
    2009.03

    Yokohama National University, International Graduate School of Social Sciences, Associate professor

  • 2003.05
    -
    2004.02

    Keio Business School, 経営管理研究科, Visiting scholar

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Academic Background 【 Display / hide 】

  • 1991.04
    -
    1993.03

    Meiji University, 経営学研究科

    Graduate School, Completed, Master's course

  • 1994.04
    -
    1998.03

    The University of Tokyo, 経済学研究科, 企業・市場

    Graduate School, Withdrawal before completion, Doctoral course

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Academic Degrees 【 Display / hide 】

  • 経済学博士, The University of Tokyo, Dissertation, 2004

  • 経営学修士, Meiji University, Coursework, 1993.03

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Research Areas 【 Display / hide 】

  • Humanities & Social Sciences / Commerce (Consumer Behavior)

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Research Keywords 【 Display / hide 】

  • Consumer Psychology

  • Consumer Behavior

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Books 【 Display / hide 】

  • 消費者行動論　－購買心理からニューロマーケティングまで－

    守口剛・竹村和久編, 八千代出版, 2012.04

    Scope: 第３章

  • マーケティングの基礎と潮流

    西尾チヅル編, 八千代出版, 2007.01

    Scope: 第６章

  • 品質、価格、そしてブランド　－消費者心理とマーケティング－』、品質月間テキストNo.355

    Shirai, Miyuri, 日科技連出版社, 2007

  • このブランドに、いくらまで払うのか　－「価格の力」と消費者心理－

    白井 美由里, 日本経済新聞社, 2006.11

  • プライシング・サイエンス　－価格の不思議を探る－

    杉田善・守口剛・上田隆穂編著, 同文館, 2005.09

    Scope: 第10章

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Papers 【 Display / hide 】

  • Location Matters When Advertising Sustainable Products: Influences of Conceptual Metaphor and Anthropomorphism

    Shirai M.

    International Journal of Consumer Studies 49 ( 2 )  2025.03

    ISSN  14706423

    　View Summary

    This study investigated the impact of product information placement and the presence or absence of anthropomorphic qualities in advertisements for sustainable products on product evaluation. Grounded in a conceptual metaphor that links rationality with higher locations and emotion with lower locations, we proposed that sustainable products align with higher locations because of their rational traits, whereas, products with anthropomorphic cues align with lower locations because of their emotional traits. The results indicated that consumers evaluated sustainable products more favorably when their image and description were placed higher. Conversely, lower locations yielded more favorable evaluations of the anthropomorphized representations. Moreover, the placement of the image and description in different locations resulted in the metaphor exerting a greater influence on image placement than on description placement. Furthermore, we elucidated personal relevance and processing fluency as the underlying mechanisms. The exploration of conceptual metaphors and anthropomorphism in relation to sustainable consumption has not yet been undertaken. This study offers valuable theoretical insights for each field. Moreover, this study offers novel insights for firms to formulate effective advertising strategies by considering the placement of product information and the presence or absence of anthropomorphic qualities to promote sustainable products.

  • Combined effects of packaging colour and shape on consumers’ sweetness expectations and purchase intentions for hedonic foods

    Shirai M.

    British Food Journal  2025

    ISSN  0007070X

    　View Summary

    Purpose: Product packaging visually distinguishes products, making it a key determinant of a product’s success. This study examines two highly prominent packaging elements – colour and shape – of hedonic foods and their combined effects on consumers’ sensory expectations, such as the perceived sweetness, and their subsequent purchase intentions. Design/methodology/approach: Study 1 conducted an experiment to examine the interaction effect between packaging colour (red vs blue) and shape (round vs angular) on consumers’ sweetness expectations and purchase intentions, with product-related perceptions serving as mediators. Study 2 used a survey involving a choice task to examine differences in consumers’ preferences between round-red and angular-red packaging, incorporating shape-related perceptions. A two-way between-subjects ANOVA, moderated mediation and binary logistic regression analyses were employed for data analyses. Findings: Colour and shape interactively influenced sweetness expectations, with shape’s effect being more pronounced for blue packaging than red packaging. Moreover, the enhanced sweetness expectations triggered by packaging increased purchase intentions by amplifying expected food enjoyment and perceived package attractiveness. Furthermore, consumers preferred the round-red packaging to the angular-red packaging when focusing on sweetness, colour–shape congruency and package attractiveness; the angular-red packaging was favoured when consumers focused on package typicality. Originality/value: This research advances the body of knowledge on consumer responses to product packaging by providing insights into the combined effects of the colour and shape of packaging for hedonic foods. Our findings highlight the importance of strategic packaging design while considering the combined impacts of colour and shape.

  • Which loyalty program do customers prefer: a coalition program or a single-firm program?

    Miyuri Shirai

    Journal of Services Marketing 37 ( 5 ) 563 - 573 2023

    Research paper (scientific journal), Lead author, Corresponding author, Accepted,  ISSN  08876045

    　View Summary

    Purpose: This study aims to examine consumers’ responses to two types of loyalty programs: coalition and single-firm programs. This study explains the mechanism underlying the link between this program structure and consumers’ program evaluation by incorporating the type of firm offering the program (i.e. a more hedonic or a more utilitarian disposition), the type of rewards (i.e. presence/absence of experiential rewards) and consumers’ reactance. Design/methodology/approach: Two online experiments were employed to test the proposed framework. Findings: Consumers commonly preferred a coalition program to a single-firm program. This preference for the coalition program was strengthened when a utilitarian-dominant firm offered the program. Additionally, consumers evaluated the program lower when a utilitarian-dominant firm provided experiential rewards. Furthermore, situational reactance toward the program mediated the effect of the program structure on the program evaluation. Practical implications: This study’s findings suggest that firms should consider whether the value consumers predominantly perceive from the firms is utilitarian or hedonic when launching coalition programs. Consumers may not be pleased by the coalition programs offered by hedonic-dominant firms as much as those provided by utilitarian-dominant firms. Moreover, this study’s results help design reward options. Consumers may not well evaluate the inclusion of experiential rewards when offered by utilitarian-dominant firms. For utilitarian-dominant firms, rewards requiring less time and effort may be more suitable. Originality/value: This research significantly contributes to the literature on loyalty programs. This study showed that consumers viewed single-firm and coalition programs differently and elucidated the mechanism behind the response.

  • Vertical line extensions: consumers' preferences for downward and upward extensions

    Miyuri Shirai

    Asia Pacific Journal of Marketing and Logistics (Asia Pacific Journal of Marketing and Logistics)  35 ( 8 ) 2047 - 2065 2023

    Research paper (scientific journal), Accepted,  ISSN  13555855

    　View Summary

    Purpose: Research on vertical line extensions shows that consumers tend to evaluate upward extensions higher than downward ones. This paper examines the opposite situation. It also investigates the process underlying consumer responses by identifying a moderator and mediators. Design/methodology/approach: Two studies were conducted to assess the effect of extension direction (upward vs downward) on consumers' extension evaluations. Study 1 incorporated implicit theories of relationships (the growth belief) as a moderator and inferred motives for launching a vertical line extension as mediators in the effect. Study 2 presented a firm's rationale for undertaking the extension to examine whether it influenced evaluations. Findings: Consumers' preferences for downward over upward extensions appeared in markets where the exclusivity of luxury brands had been reduced. However, the resistance to upward extensions was weaker when consumers endorsed stronger growth beliefs in human relationships. Consumers inferred customer- and selling-oriented motives more strongly from downward than upward extensions, enhancing the evaluations. Finally, when presenting a rationale for launching an extension in the launch announcement, customer-oriented reasoning raised the evaluations higher than selling-oriented reasoning but did not elevate the evaluations higher than the announcement showing no reason. Originality/value: This study advances the literature on vertical line extensions and shows that consumers' preference for upward over downward extensions is not universal. The opposite pattern exists in markets with a lower distinction between high- and low-end brands. It supports the theoretical notion that responses are driven by the differences in growth belief and in cognitive inferences vis-à-vis motives.

  • How do core customers evaluate vertical line extensions?

    Miyuri Shirai

    Mita Business Review 66 ( 3 ) 145 - 158 2023

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

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

  • Research on promoting sustainable consumption

    2022.04
    -
    2026.03

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

  • 消費者行動における意味的手がかりの影響メカニズム

    2015.04
    -
    2019.03

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

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Awards 【 Display / hide 】

  • Best Paper Award

    2019, Global Conference on Business Management and Economics

  • 学会賞奨励賞

    2005.06, 日本商業学会, 消費者の価格判断のメカニズム　－内的参照価格の役割－

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

  • Best Paper Award 3rd place

    2004.05, Advances in Consumer Research Asia Pacific Conference 2004, The Relationship between Internal Reference Price and Three Aspects of Dealing Patterns: Frequency, Depth, and Depth Variation

    Type of Award： Other,  Country： Korea, Republic of

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Courses Taught 【 Display / hide 】

  • SEMINAR

    2025

  • SEMINAR (QA)

    2025

  • SEMINAR (QD)

    2025

  • SEMINAR (QC)

    2025

  • SEMINAR (QB)(PAST YEARS)

    2025

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Courses Previously Taught 【 Display / hide 】

  • 消費者行動特論

    横浜国立大学

    2018.04
    -
    2019.03

  • 商業学（マクロマーケティング）

    慶應義塾大学

    2016.04
    -
    Present

  • Marketing Data Analysis

    Keio University

    2015.04
    -
    Present
    , 

    Spring Semester, Lecture, Within own ｆaculty

  • Consumer Behavior and Marketing

    Keio University

    2015.04
    -
    Present
    , 

    Autumn Semester, Lecture, Within own ｆaculty

  • 研究会

    慶應義塾大学

    2015.04
    -
    Present

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Memberships in Academic Societies 【 Display / hide 】

  • Association for Consumer Research

    　

  • The Academy of Marketing Science

    　

  • Japan Society of Marketing and Distribution

    　

  • Japan Association for Consumer Studies

    　

  • Japan Institute of Marketing Science

    　
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