Curriculum Vitaes

Satoru Shibuya

  (澁谷 覚)

Profile Information

Affiliation
Professor, Faculty of international Social Sciences Department of international Social Sciences, Gakushuin University
Degree
博士(経営学)(慶應義塾大学)

J-GLOBAL ID
200901033047759300
researchmap Member ID
6000015436

External link

Education

 3

Papers

 27
  • 澁谷 覚
    マーケティングジャーナル, 36(3) 23-36, Jun, 2017  Peer-reviewedInvited
  • 久保田進彦, 澁谷覚
    吉田秀雄記念事業財団助成研究, 1-154, Mar, 2017  
  • Ryoichi Yokoyama, Takayuki Nozawa, Motoaki Sugiura, Yukihito Yomogida, Hikaru Takeuchi, Yoritaka Akimoto, Satoru Shibuya, Ryuta Kawashima
    NEUROIMAGE, 91 120-128, May, 2014  Peer-reviewed
    Social considerations significantly influence daily purchase decisions, and the perception of social risk (i.e., the anticipated disapproval of others) is crucial in dissuading consumers from making purchases. However, the neural basis for consumers' perception of social risk remains undiscovered, and this novel study clarifies the relevant neural processes. A total of 26 volunteers were scanned while they evaluated purchase intention of products (purchase intention task) and their anticipation of others' disapproval for possessing a product (social risk task), using functional magnetic resonance imaging (fMRI). The fMRI data from the purchase intention task was used to identify the brain region associated with perception of social risk during purchase decision making by using subjective social risk ratings for a parametric modulation analysis. Furthermore, we aimed to explore if there was a difference between participants' purchase decisions and their explicit evaluations of social risk, with reference to the neural activity associated with social risk perception. For this, subjective social risk ratings were used for a parametric modulation analysis on fMRI data from the social risk task. Analysis of the purchase intention task revealed a significant positive correlation between ratings of social risk and activity in the anterior insula, an area of the brain that is known as part of the emotion-related network. Analysis of the social risk task revealed a significant positive correlation between ratings of social risk and activity in the temporal parietal junction and the medial prefrontal cortex, which are known as theory-of-mind regions. Our results suggest that the anterior insula processes consumers' social risk implicitly to prompt consumers not to buy socially unacceptable products, whereas ToM-related regions process such risk explicitly in considering the anticipated disapproval of others. These findings may prove helpful in understanding the mental processes involved in purchase decisions. (C) 2014 Elsevier Inc All rights reserved.

Books and Other Publications

 12

Research Projects

 9