Kansei Marketing and Complex Systems

Abstract

The primary purpose of this paper is to discuss a form of sensibility-focused marketing, called Kansei marketing, from the viewpoint of systems thinking. It is known that systems thinking provides a basic understanding of system dynamics. Because system dynamics is essentially describable in terms of differential equations, it may be treated as a form of complex system. It is shown that the basic behavior involved in Kansei marketing corresponds to that of a small-world network, and therefore, that the behavior involved in Kansei-driven marketing can be explained in terms of complex systems.