著者

井形 元彦 繁桝 博昭 桂 信太郎

出版者

The Academic Association for Organizational Science

雑誌

組織学会大会論文集 (ISSN:21868530)

巻号頁・発行日

vol.7, no.2, pp.299-304, 2018 (Released:2018-12-27)

参考文献数

5

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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.