日本語
Sophia University 
Faculty of Economics 
Department of Management 

Professor 
Sugitani Yoko 

My website is here.  

Other affiliation / position
Sophia University  Faculty of Economics  Department of Management  Chairperson of the Department of Management 

Research background
2008 Ph.D. (Social Psychology) at the graduate school of Hitotsubashi University
Doctoral dissertation "Research on communicating intentions and emotions via computers: the role of nonverbal cues on message interpretation"

2008-2012 Assistant professor at Sophia University
2012-present Associate professor at Sophia University
Research on the role of consumers' emotion in building a strong brand 

Academic background
Keio University  Faculty of Commerce  商学科  2002/03/31  Graduated 
Hitotsubashi University  Graduate School, Division of Sociology  総合人間科学専攻  Doctor prophase  2004/03/31  Completed 
Hitotsubashi University  Graduate School, Division of Sociology  総合人間科学専攻  Doctor prophase  2008/03/31  Completed 

Academic degrees
修士(社会学)  Hitotsubashi University  2004/03/31 
博士(社会学)  Hitotsubashi University  2008/03/21 

Current state of research and teaching activities
Research area: Consumer psychology and brand management 

Research Areas
Commerce 
Social psychology 

Research keywords
attitudes 
emotion 
brand 

Subject of research
Research on consumers' attitudes and global brand building  2015-Present 
The study of emotion-based brand attitudes  2008-Present 
The study of the process and effects of a negative "Word-of-Mouth" on the brand evaluations.  2008-Present 
リピート購買の要因に関する研究  2008-2011  Funded Research 
The validity of Word-of-Mouth appearing on Internet  2006-2010 
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Proposed theme of joint or funded research
Marketing and Brand manegement  Wish to undertake joint research with industry and other organizations including private sector. 
消費者の態度、情報処理、コミュニケーションに関する心理学的研究  Joint research with other research organizations such as universities. 
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Research Projects (Competitive Research Funds)
Cognitive order theory: zoom-in/zoom-out type cognition and advertising  Others  2019/04/01-2021/03/31 
ブランドへの愛着が消費者にもたらす心理的便益に関する研究  Science research expense  Grant-in-Aid for Scientific Research(C)  2017/04/01-2021/03/31 
Research on communication strategy through companies' website  Donation  Grant-in-Aid for Scientific Research on Innovative Areas  2014-Present 
Research on the role of self-based and public-based evaluations on brand attitude  Science research expense  Grant-in-Aid for Young Scientists(B)  2014/04/01-2017/03/31 
Research on the role of emotion on brand attitude  Science research expense  Grant-in-Aid for Young Scientists(A)  2010/04/01-2013/03/31 
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Bibliography
『産業と組織の心理学(ライブラリ心理学を学ぶ9)』  池田浩編, 杉谷陽子[他]著  サイエンス社  2017 
Introductory Industrial and Organizational Psychology  Saori Yanagisawa, Naomi Tahara  Hakuto Shobo  2015 
Seishin dictionary of psychology  Haruhiko Shimoyama, tosihiko Endo, Jun Saiki, Yusaku Otsuka, Tomoyasu Nakamura  Seishin shobo  2014 
『APA心理学大辞典』  G.R. ファンデンボス監修 ; 繁桝算男, 四本裕子監訳  培風館  2013/09 
『マーケティングと広告の心理学』 (朝倉実践心理学講座, 2)  杉本徹雄編  朝倉書店  2013/05/20 
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Papers
From Affect to Action: How Pleasure Shapes Everyday Decisions in Japan and the U.S.  Jordi Quoidbach, Yoko Sugitani, James Gross, Maxime Taquet and Satoshi Akutsu  Motivation and Emotion  2019 
ブランド研究の現状と課題  久保田進彦, 阿久津聡, 余田拓郎, 杉谷陽子  マーケティングジャーナル  2019/06/28 
The effect of self- and public-based evaluations on brand purchasing: the interplay of independent and interdependent self-construal.  Yoko Sugitani  Journal of International Consumer Marketing  2018 
ブランドへの愛着と購買意図:準拠集団におけるブランド採用の効果  杉谷陽子  マーケティングジャーナル  2018 
The Role of Self-based and Public-based Evaluation: Comparing Attitudes toward Luxury and Non-luxury Brands  Yoko Sugitani  Japan Marketing Journal  2016 
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Research presentations
The Effect of Social Exclusion on Attitudes Toward Ingroup and Outgroup Brands: The Role of Affiliation Motive and Self-Construal  Association for Consumer Research  2019/10 
Centrality of Self-based Evaluation in Attitude: Effects of Construal-level and Self-consciousness.  2019 American Psychological Association meeting  2019/08/10 
Abstract Mindsets Lead Consumers to Value Self-based Evaluation in Purchase Decision Making  International Convention of Psychological Science  2019/03/09 
社会的孤立がブランドの購買意図に与える影響:日米伊の3カ国比較  消費者行動研究学会コンファレンス  2018/10/28 
The Interactive Moderating Role of Self-Esteem and Independent Self-Construal on Brand Evaluations: A Cross-National Study.  Global Marketing Conference  2018/07/27 
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Prizes
the Young Scholar Award of Japan Marketing Academy  2018/10 
the Encouragement Award of Japan Association for Consumer Studies  2016/11 
the Young Scholar Award of Japan Marketing Academy  2016/10 
平成19年度産業組織心理学会研究支援  2007/05/29 
日本社会心理学会平成18年度若手研究者奨励賞  2007/01/17 
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Others
不祥事対応における広報戦略(研修会講演) 2011 
インターネット上のクチコミに関する実証研究 2010 
説得における感情と認知:ネガティブな情報に対するコミュニケーション戦略 2009 
消費者心理学の展望:インターネット時代の購買意思決定研究について 2009 
悪い口コミが商品の評価に与える影響:ブランド態度における感情と認知の役割 2009 
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Teaching achievements
実験演習による研究の理解  2008/04/01-Present 
大講義室講義におけるパワーポイントの利用  2008/04/01-Present 
パワーポイントを用いたプレゼンテーションの練習  2008/04/01-Present 
コンピューターを利用した統計学演習  2008/04/01-Present 
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Social activities
朝日生命相互会社評議員  2017/07-Present 
Committee Member, Earthquake Disaster Countermeasures Division, Tokyo Fire Department  2015-2017 
Committee Member, Land Economy and Construction Industries Bureau, The Ministry of Land, Infrastructure, Transport and Tourism of Japan.  2013-Present 
Committee Member, The Strategic Headquarters for the Promotion of an Advanced Information and Telecommunications Network Society, Cabinet Office, Government of Japan, 2012-2015.  2013-2015 
the 31st International Congress of Psychology program committee  2013/05/10-2016/07/29 
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Memberships of academic societies
日本消費者行動研究学会  2004/04/01-Present 
Japan Society of Marketing and Distribution  2009/04/01-Present 
産業組織心理学会  2007/04/01-Present 
日本社会心理学会  2002/04/01-Present 
Society for Consumer Psychology  2008/04/01-Present 
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