New Consumer Behavior Theories from Japan

Akira Shimizu joined the Faculty of Commerce at Keio University as a professor of marketing in April 2009. Before joining Keio University, Prof. Shimizu worked at Meiji Gakuin University as an assistant professor from 1991 to 1993, an associate professor from 1994 to 1999, and a professor from 2000 to 2009. He received his B.S. (1986) and M.S. (1988) in marketing from Keio University, and also his Ph.D. in marketing from the Graduate School of Commerce at Keio University (2004). Professor Shimizu's research focuses on consumer behavior and marketing strategy, with particular interest in the decision-making process of consumers, sales estimation using innovative consumers, and applying consumer behavior theories for marketing strategy.  He received the Best Book Award from the Japan Society of Marketing and Distribution in 2005, and also the Best Paper Award at the Global Marketing Conference in 2012 and 2018.  Professor Shimizu was the former chief editor of the Journal of Marketing and Distribution, published by the Japan Society of Marketing and Distribution, and the former president of the Japan Association for Consumer Studies. He is one of the conference chairs of the 2022 INFORMS Marketing Science Conference in Japan.  

Japanese consumers and media usage.- Evolution of the comprehensive decision-making process: Emergence of outspoken consumers.- Measuring the impact of a blog: Quantitative and qualitative aspects.- Studies on commitment.- Mechanism of attitude formation for consumers who convey information.- Emergence of communication-oriented consumer.- Research on uncertain listeners.- Studies on connoisseurs.- Brand rating in the age of information sharing.- A new decision-making process—a circulating-type communications model.