2012 年 25 巻 3 号 p. 201-225
In order to create new demand in the mature Japanese cosmetics market, the "New Category Creation" strategy is important to stimulate demand and to encourage active communications by word of mouth. An effective approach to implement this strategy which is called "Sensibility-to-mind type packaging" and its effectiveness were presented using some examples of product development. (Miyamoto 2011)
In that paper, also the possibilities of effectively gaining a new position of sensibility storage among consumers encouraging active communications by word of mouth were presented by a hypothetical model.
In this paper, the hypothetical model will be supported by a questionnaire survey and improved by determining the mechanisms of memory and word-ofmouth communication in depth. Through these processes, effective application of the "Sensibility-to-mind type packaging" method will be demonstrated.