Shirai, Miyuri



Faculty of Business and Commerce (Mita)



Related Websites

Career 【 Display / hide

  • 1998.04

    Yokohama National University, Faculty of Business Administration, Assistant Professor

  • 1999.04

    Yokohama National University, Faculty of Business Administration, Associate professor

  • 1999.08

    Duke University, The Fuqua School of Business, Visiting scholar

  • 2002.04

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

  • 2003.05

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

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Academic Background 【 Display / hide

  • 1991.04

    Meiji University, 経営学研究科

    Graduate School, Completed, Master's course

  • 1994.04

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

    Graduate School, Withdrawal before completion, Doctoral course

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


Research Areas 【 Display / hide

  • Humanities & Social Sciences / Commerce (Consumer Behavior)

Research Keywords 【 Display / hide

  • Consumer Psychology

  • Consumer Behavior


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

  • 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

  • The role of implicit theories in consumer intertemporal preference

    Miyuri Shirai

    Journal of Consumer Marketing (Journal of Consumer Marketing)  40 ( 7 ) 815 - 825 2023

    Research paper (scientific journal), Lead author, Corresponding author, Accepted,  ISSN  07363761

     View Summary

    Purpose: This study aims to investigate the psychological process of intertemporal choices between larger-later and smaller-sooner monetary options. Prior research showed consumer impatience – a tendency to prefer a smaller-sooner option over a larger-later option. This research identifies an individual difference that predicts patience and mediators that explain the underlying mechanism. Design/methodology/approach: Two studies are conducted. Study 1 examines whether the implicit theory of intelligence consumers endorse (i.e. entity theory vs incremental theory) constitutes an antecedent of patience and whether their thoughts regarding anticipated purchase with the chosen monetary option (i.e. hedonic versus utilitarian purchase) mediate the relationship. Study 2 analyzes whether psychological reactance toward larger-later options is a mediator in this relationship using a perceived threat to freedom and affect as reactance indicators. Findings: Entity-oriented consumers exhibited less patience than incremental-oriented consumers, especially when anticipating a hedonic purchase. Moreover, entity-oriented consumers perceived a threat to freedom from larger-later options more strongly – this enhanced perception influenced patience through two routes. One route is that the perceived threat to freedom leads to more consideration of a hedonic purchase rather than a utilitarian purchase, thereby decreasing patience. The other route is that the perceived threat to freedom elicits a stronger negative affect, resulting in lower patience. Originality/value: Findings of this research shed light on the understanding of patience. They demonstrate that consumers’ implicit theory orientation is a crucial individual difference that can explain patience. Also, demonstrating the mediating roles of anticipated purchase using the hedonic/utilitarian classification and psychological reactance expanded literature by showing how they internally interact.

  • The Role of Anthropomorphism in Consumer Evaluations of Sustainable Products: A Research Note

    Miyuri Shirai

    Journal of Sustainable Marketing 4 ( 1 ) 80 - 89 2023

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

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

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

  • Research on promoting sustainable consumption


    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


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

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


Courses Taught 【 Display / hide











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Courses Previously Taught 【 Display / hide

  • 消費者行動特論



  • 商業学(マクロマーケティング)



  • Marketing Data Analysis

    Keio University


    Spring Semester, Lecture, Within own faculty

  • Consumer Behavior and Marketing

    Keio University


    Autumn Semester, Lecture, Within own faculty

  • 研究会



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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