消費者の購買動機を喚起する活動のシステム思考的考察

- POP広告とダイレクトメールでの感性情報に着目して -

抄録

This paper is an attempt to describe the causality phenomenon of “Kansei Information” and its affect on buying behavior, and describe how what actions a company takes when transmitting “Kansei Information” can affect a buying behavior.“ What was the motivation for buying?” we suggest that one answer is the “Information” that is transmitted to the customers such as the wording on the POP ads at the store. We are focusing on information taken in through the five senses and processed within the brain, causing a positive affect, and we refer to this as “Kansei Information”. And since the year 2000, throughout Japan, in various different industries, we have been researching the phenomenon of “Kansei Information” and its affect on buying behavior. Based on our observations of this phenomenon and the marketing and sales activity it results in, we are researching possibility to make a model by systems dynamics that relies on the affects of “Kansei Information” as the main component. In this paper we are focusing on the messages from “Kansei Information” in POP ads and direct mail to describe the causality by a systems thinking approach, and we attempt to make causal-loop diagram. We will also present case studies of actual store fronts which are actually using “Kansei Information” to affect buying behavior, and investigate its correlation to the causal-loop diagram.