Although many researchers and practitioners have paid attention to “sensory marketing” in recent years, little marketing or consumer behavior research has focused on haptic stimuli. This research discusses weight, which is one of the haptic attributes. By focusing on the interaction of weight with consumers' need for touch (NFT) and visual stimuli, we examined the conditions under which consumers evaluate objects better. Studies 1 to 3 show that consumers with a high NFT evaluate heavy objects more positively than usual objects. In Study 4, our results imply the possibility that consumers with a high NFT evaluate objects more positively when there is semantic congruence between weight and visual stimuli.

The purpose of this study is to indicate the effect of package design and consumers' emotion on their choice behavior. The author conducts a laboratory experiment by using different types of beverage bottles, and examines how the unusual package shape and consumers' arousal level influence their volume judgement and product choice. Consistent with the previous research, the result shows that consumers perceive the volume larger than actual when they see the unusual package, and choose the larger one on the basis of the inaccurate volume judgment. Additionally, this study shows that consumers with high arousal level perceive the volume accurately whether the package shape is unusual or not, and choose more unusual one on the basis of their accurate volume judgment.

We organized the concept of two timestyle indexes: polychronic time use and complementary activity time, and reviewed data from previous studies. We then applied the two indexes to the time diary data collected from unmarried women around 30 years old and those in their early twenties. The analysis results showed the characteristics of timestyles of both generation groups. Unmarried women around 30 years old were highly pressed for time, but this was less true for those in their early twenties. Time was limited by work in both generation groups. The older generation group tended to watch TV while having daily meals, whereas the younger generation group tended to have daily meals while engaged in other activities.