ニシイ　マユコ   NISHII Mayuko   西井　真祐子    所属   青山学院大学  国際マネジメント研究科 国際マネジメント専攻    青山学院大学  国際マネジメント研究科 国際マネジメントサイエンス専攻(併任)    職種   准教授
言語種別	日本語
発行・発表の年月	2020/09
形態種別	学術雑誌
査読	査読あり
標題	製品パッケージに記載されている製品名と付随する影の方向の一致が処理の流暢性と製品選好に及ぼす影響
執筆形態	共同
掲載誌名	行動計量学
掲載区分	国内
出版社・発行元	日本行動計量学会
巻・号・頁	47(2),187-197頁
担当区分	筆頭著者
著者・共著者	西井 真祐子, 守口 剛
概要	<p> The authors focus on consumers' reading direction for capturing product's visual information. There has been a great deal of research done, but these have discussed separately from product's image information and character information such as product's name. This study investigates the processes of the visual stimulus when product's information and product's image are processed simultaneously and how that affects product preference. Three experiment studies examined that effect of the direction of a product's cast shadow on processing fluency and product preference. Those revealed two points that (1) the consistency of direction between the product name written on the product package and the product's cast-shadow could enhance consumers' processing fluency, (2) the effect of the consistency of two directions on processing fluency may enhance product evaluation. Additionally, it is worth noting that we recruited several measuring methods for capturing “processing fluency” to reinforce the robustness of our findings.</p>
DOI	10.2333/jbhmk.47.187
ISSN	03855481
NAID	130008028394