A Modeling and Systems Thinking Approach to Activity Rousing Consumer’s Buying Motivation Focusing on “Kansei Information” in POP ADS at the Store

Abstract

This paper discusses causalities between kansei information and consumer buying behavior and actions a firm can take knowing that kansei information influences such behavior. Our focus is on kansei information, which is the result of cerebral processing of information obtained through the five senses, leading to a positive affect. Since 2000, we have conducted research into the effects of kansei information on consumer buying behavior in various industries in Japan. Based on observations of such effects as well as firms’ marketing and sales activities, we have modeled the process in which purchases are generated by the presentation of kansei information. And we have explored a way to build a systems dynamics model centering on the effects of kansei information. In this paper, we consider messages contained in kansei information through POP ADS, explain causal relationships using a systems thinking approach, and construct causal loop diagrams. Making comparisons with the causal loops, we also examine an experiment from an actual retail store which takes advantage of kansei information in an attempt to increase customer buying motivation.