Togawa Taku

(外川拓)

Profile Information

Affiliation: Associate Professor, Faculty of Economics, Department of Management, Sophia University

Degree: Ph.D. in Marketing(2018, Waseda University)

Contact information: togawasophia.ac.jp
Researcher number: 10636848
J-GLOBAL ID: 201201063736710272
researchmap Member ID: 7000001644

Taku Togawa received his Ph.D. in Marketing from Waseda University in 2018. He mainly conducts experimental studies in the area of consumer behavior. Specifically, his research focuses on how and when sensory inputs from marketing tools, including advertising, packaging, and in-store environments, influence consumers' perceptions, evaluations, and consumption behavior.

Dr. Togawa's research has appeared in top-tier journals such as the Journal of Consumer Psychology, Journal of Retailing, Journal of Business Research, Personality and Social Psychology Bulletin, Motivation Science, and Food Quality and Preference. He serves on the editorial boards of the Journal of Marketing & Distribution, JSMD Review, and Japan Marketing Journal.

Dr. Togawa joined Sophia University, Department of Management as an Associate Professor in April 2020. He currently teaches marketing courses at the undergraduate program and supervises graduate student research.

Research Interests

Research Areas

Humanities & social sciences / Commerce / Marketing

Research History

Sep, 2022 - Present

Project Researcher, Distribution Economics Institute of Japan
Apr, 2020 - Present

Associate Professor, Faculty of Economics, Sophia University
Apr, 2013 - Present

Visiting Researcher, Laboratory of Marketing Communication, Waseda University
Apr, 2013 - Present

Visiting Researcher, Laboratory of Consumer Behavior, Waseda University
Apr, 2016 - Mar, 2020

Associate Professor, Faculty of Commerce and Economics, Chiba University of Commerce

Committee Memberships

Jun, 2024 - Present

Visiting Researcher, Nikkei Advertising Research Institute
Jul, 2022 - Present

Councilor, Asahi Mutual Life Insurance Company
Apr, 2022 - Present

Board Member, Japan Association for Consumer Studies
Jun, 2021 - Present

Board Member, Japan Society of Marketing and Distribution, Division of Kanto Region
Jun, 2021 - Present

Editorial Board, JSMD, Japan Society of Marketing and DIstribution

Awards

Oct, 2023

Marketing Journal 2022 Incentive Award, Effect of Customers’ Names on Brand Choices: The Role of Letters as Visual Information, Japan Marketing Academy

Taku Togawa, Yuriko Isoda, Ryo Suzuki, Naoto Onzo
Oct, 2022

Marketing Journal 2022 Best Paper Award, Effects of Device Types on Online Consumer Behavior: A Construal-Level Approach, Japan Marketing Academy

Takanori Suda, Hiroaki Ishii, Taku Togawa, Takashi Yamaoka
Nov, 2021

Yoshida Hideo Award, Yoshida Hideo Memorial Foundation

Yoko Sugitani, Taku Togawa, Minoru Karasawa
2020

Top Social Media Articles 2019-2020 in the Journal of Retailing

Taku Togawa, Hiroaki Ishii, Jaewoo Park, Xiaoyan Deng
Oct, 2019

Book Award, Japan Marketing Association

Hidehiko Nishikawa, Satoru Shibuya

Papers

The price is "Heavy": How the haptic sensation of weight influences preference for partitioned versus combined pricing

Rajat Roy, Taku Togawa, Jaewoo Park, Hiroaki Ishii, Vik Naidoo

Journal of Business Research, 182 114797-114797, Sep, 2024 Peer-reviewed
The Science of Irrational Purchase Decisions: A Perspective of Visual Marketing

Taku Togawa

Monthly Research Report (Chosa-Geppou), 759 36-41, Jul 5, 2024 InvitedLead author
The Temperature of Newness: How Vision-Temperature Correspondence in Advertising Influences Newness Perception and Product Evaluation

Taku Togawa, Hiroaki Ishii, Jaewoo Park, Rajat Roy

Journal of Business Research, 160 113801, May, 2023 Peer-reviewedLead authorCorresponding author
Sensory Nudge: A Literature Review on the Influence of Sensory Factors on Healthy Food Consumption

Jaewoo Park, Taku Togawa, Kosuke Motoki

Japan Marketing Journal, 42(3) 6-16, Jan 10, 2023 Peer-reviewedInvited
Effect of Customers’ Names on Brand Choices: The Role of Letters as Visual Information

Taku Togawa, Yuriko Isoda, Ryo Suzuki, Naoto Onzo

Japan Marketing Journal, 42(3) 27-38, Jan 10, 2023 Peer-reviewedInvitedLead authorCorresponding author
Multiple Senses Influencing Healthy Food Preference

Kosuke Motoki, Taku Togawa

Current Opinion in Behavioral Sciences, 48 101223-101223, Dec, 2022 Peer-reviewedInvitedLast author
Looks Far Beyond My Reach: The Zoom Effect in Product Videos Influences Luxury Perception and Purchase Intention

Taku Togawa, Yoko Sugitani

Journal of Consumer Psychology, 32(4) 687-698, Oct, 2022 Peer-reviewedLead authorCorresponding author
A Cross-Cultural Investigation of Metamotivational Beliefs about Regulatory Focus Task-Motivation Fit

Nguyen, Tina, Togawa, Taku, Scholer, Abigail, Miele, David, Fujita, Kentaro

Personality and Social Psychology Bulletin, 48(5) 807-820, May, 2022 Peer-reviewed
Consumer Responses to the Use of Artificial Intelligence in Luxury and Non-luxury Restaurants

Chisato Nozawa, Taku Togawa, Carlos Velasco, Kosuke Motoki

Food Quality and Preference, 96 104436, Mar, 2022 Peer-reviewed
Effects of Device Types on Online Consumer Behavior: A Construal-Level Approach

Takanori Suda, Hiroaki Ishii, Taku Togawa, Takashi Yamaoka

Japan Marketing Journal, 41(2) 60-71, Sep, 2021 Peer-reviewedInvited
広告における製品画像の効果—画像の様式特性に関する先行研究の体系化―

外川拓

上智經濟論集, 66(1-2) 19-36, Mar, 2021 Lead authorCorresponding author

Attachment
Turning the Other Cheek: Facial Orientation Influences Both Model Attractiveness and Product Evaluation

Jaewoo Park, Charles Spence, Hiroaki Ishii, Taku Togawa

Psychology & Marketing, 38(1) 7-20, Jan, 2021 Peer-reviewed
A Cross-Cultural Investigation of Metamotivational Knowledge of Construal Level in the United States and Japan

Nguyen, Tina, Taku Togawa, Abigail Scholer, Kentaro Fujita

Motivation Science, 6(4) 386-400, Dec, 2020 Peer-reviewed
Self-Congruence Effect on Destination Branding: The Moderating Role of Product and Consumer Characteristics

Ando, Kazuyo, Taku Togawa

The Journal of Chiba University of Commerce, 58(1) 1-17, Jul 31, 2020
A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions

Taku Togawa, Jaewoo Park, Hiroaki Ishii, Xiaoyan Deng

Journal of Retailing, 95(4) 204-218, Dec, 2019 Peer-reviewedLead authorCorresponding author
Effects of Consumers’ Construal Levels on Post-Impulse Purchase Emotions

Togawa, Taku, Hiroaki Ishii, Naoto Onzo, Rajat Roy

Marketing Intelligence and Planning, 38(3) 269-282, Dec, 2019 Peer-reviewedLead authorCorresponding author
審美性知覚と消費者行動の接点

朴宰佑, 外川拓

マーケティングジャーナル, 38(4) 20-34, Mar, 2019 Peer-reviewedInvited
視覚的重さと希少性の知覚

平木いくみ, 外川拓

マーケティングジャーナル, 38(4) 35-46, Mar, 2019 Peer-reviewedInvited
小売マーケティングにおける触覚要因の効果 ―身体化認知理論からの示唆―

外川拓, 石井裕明, 朴宰佑

流通情報, (536) 29-38, Jan, 2019 InvitedLead authorCorresponding author
When Does Perceived Hardness Affect Consumers’ Judgments: A Conceptual Replication of Krishna and Morrin (2008)

Togawa, Taku, Hiroaki Ishii, Jaewoo Park, Rajat Roy

Journal of Marketing Behavior, 3(3) 241-249, Dec, 2018 Peer-reviewedLead authorCorresponding author
解釈レベル理論の体系と消費者行動研究への応用

外川拓

千葉商大紀要, 55(2) 123-142, Mar, 2018
購買意思決定研究の展開と今日的課題―変容性に着目した考察―

外川拓

千葉商大論叢, 55(2) 135-154, Mar, 2018
五感を考慮したブランド要素の組み合わせ～ブランドネームの発音とパッケージ・デザインの感覚的な一致に注目して～

石井裕明, 外川拓, 恩藏直人

商品開発・管理研究, 14(2) 3-21, Mar, 2018 Peer-reviewed
重さは評価を高めるのか？接触欲求と視覚的表現による調整効果の検討

石井裕明, 朴宰佑, 外川拓

消費者行動研究, 24(1) 1-26, Oct, 2017 Peer-reviewed
Effects of Product's Visual Heaviness on Perceived Importance of Purchasing

54(2) 163-177, Mar, 2017
消費者の感覚とパッケージ・デザイン―五感を考慮したパッケージ・コミュニケーション効果の解明に向けて―

外川拓

日経広告研究所報, 51(291) 2-9, Feb, 2017 Invited
The Effect of Tactile Experiences in Consumer Behavior : The Progress and Future Directions of Haptic Research

19(1) 1-13, Dec, 2016 Peer-reviewed
「硬さ」「重さ」の感覚と消費者の意思決定 ─身体化認知理論に基づく考察─

外川拓, 石井裕明, 朴宰佑

マーケティングジャーナル, 35(4) 72-89, Mar, 2016 InvitedLead authorCorresponding author
Effects of Package Pictures and Psychological Distance on Consumers' Evaluation

18(1) 7-27, Mar, 2016 Peer-reviewedLead authorCorresponding author
Does Cramming Increase Consumer Satisfaction? : Effects of Prepurchasing Search Effort on Reevaluation of Chosen Product

TOGAWA Taku

Chiba University of Commerce review, 53(1) 139-154, Sep, 2015
Information Search Behavior and Consumers' Satisfaciton : The Moderating Role of Construal Level

TOGAWA Taku

Chiba University of Commerce review, 52(2) 141-156, Mar, 2015
製品デザイン要素の解明―自動車産業に対する定性調査による考察―

岩下仁, 大平進, 石田大典, 外川拓, 恩藏直人

マーケティングジャーナル, 20(2) 99-116, Jan, 2015 Invited
解釈レベル理論を用いた消費者行動研究の系譜と課題

外川拓, 八島明朗

消費者行動研究, 20(2) 65-94, Mar, 2014 Peer-reviewedLead authorCorresponding author
パッケージ変更時に生じる余白が消費者反応に及ぼす影響

外川拓, 石井裕明, 恩蔵直人

商品開発・管理研究, 8(2) 54-70, Mar, 2012 Peer-reviewedLead authorCorresponding author
パッケージ・デザインに対する知覚と評価―広告研究に基づく余白の効果に関する検討―

外川拓

商学研究科紀要, (74) 77-89, Mar, 2012 Peer-reviewed
消費者反応に及ぼすパッケージ要素の効果―既存研究の整理と課題―

外川拓

商学研究科紀要, (71) 201-214, Nov, 2010 Peer-reviewed

Misc.

Sensory branding in the digital age

Taku Togawa

335(1) 32-33, Jun, 2024 InvitedLead authorCorresponding author
The Power of Brand Names

Taku Togawa

MarkeTRUNK (in Japanese), Jun, 2024 InvitedLead author
Sensory marketing: Global marketing perspectives

Taku Togawa

MarkeTRUNK (in Japanese), Apr, 2024 InvitedLead author
書評「コトラーのマーケティング入門〔原書14版〕」（フィリップ・コトラー著、恩藏直人監訳）

外川拓

學鐙, (2022年夏号), Jun, 2022 InvitedLead authorCorresponding author
小売企業の経営者が考える「センサリー・マーケティング」

恩藏直人, 平木いくみ, 石井裕明, 外川拓

DIAMOND Chain Store, 50(7) 21-21, Apr, 2019

Books and Other Publications

Brand Strategy in the Digital Age

Hiroshi Tanaka (Role: Contributor, Chapter 9. Sensory Branding in the Digital Age)

Yuhikaku, Nov 30, 2023 (ISBN: 9784641166226)
The Power of Marketing

Naoto Onzo, Mototaka Sakashita (Role: Contributor, 2-12 Choice Aversion, 2-14 Construal Level Theory, 4-4 Framing Effect)

Yuhikaku, May 10, 2023 (ISBN: 9784641166134)
消費者意思決定の構造―解釈レベルによる変容性の解明―

外川拓

千倉書房, Aug, 2019
1からのデジタル・マーケティング

外川拓 (Role: Joint author, 第11章)

碩学舎, Mar, 2019
Customer Sense: How the 5 Senses Influence Buying Behavior

(Role: Joint translator)

Apr, 2016

Presentations

Exploring consumer responses to sustainable luxury products made of leather alternatives

Jaewoo Park, Taku Togawa, Hiroaki Ishii

Global Fashion Management Conference (the 12th conference), Jul 12, 2024
How social exclusion hinders sustainable fashion consumption: Moderating role of interdependent self-construal

Yoko Sugitani, Taku Togawa

Global Fashion Management Conference (the 12th conference), Jul 12, 2024
Effects of social exclusion on prosocial consumption: The moderating role of group members and norms

Yoko Sugitani, Taku Togawa

The 74th JSMD Conference, May 26, 2024, Japan Society of Marketing and Distribution
Task traits and cultural differences in AI aversions

Yoko Sugitani, Taku Togawa, Kosuke Motoki

Japan Association for Consumer Studies, May 19, 2024
Consumer research using field data

Taku Togawa

Japan Marketing Association, Research Project, New Frontiers in Empirical Consumer Research, Mar 4, 2024 Invited

Teaching Experience

Apr, 2025 - Present

Research Seminar 3, 4 (Sophia University)
Apr, 2024 - Present

Research Seminar 1, 2 (Sophia University)
Apr, 2020 - Present

Marketing Strategy 1 / 2 (Sophia University)
Apr, 2020 - Present

マーケティング論特講Ⅰ (上智大学)
Apr, 2020 - Present

マーケティング戦略論Ⅰ／Ⅱ (上智大学)

Professional Memberships

Research Projects

Artificial Intelligence at the Point of Purchase and Consumer Decision-making

Grants-in-Aid for Scientific Research, Japan Society for the Promotion of Science, Apr, 2024 - Mar, 2028

Tsutomu Sunaga, Taku Togawa, Kengo Hayamizu, Hiroaki Ishii, Ikumi Hiraki, Naoto Onzo
Research on Sensory Marketing That Promotes Healthy Eating Behavior

Apr, 2024 - Mar, 2028

Jaewoo Park, Taku Togawa, Yoko Sugitani, Hiroaki Ishii, Kosuke Motoki
Effects of Perceived Environmental Friendliness of Products on Consumer Behavior

Special Funds for the Promotion of Academic Research, Sophia University, Aug, 2023 - Mar, 2026

Taku Togawa, Yoko Sugitani
Effects of language grammatical structure on consumers' cognitive style and advertising evaluation

Grants-in-Aid for Scientific Research, Japan Society for the Promotion of Science, Apr, 2022 - Mar, 2026
消費者行動における知覚バイアスの発生とその影響に関する体系的研究（研究分担者）

科学研究費（基盤研究A）, 独立行政法人日本学術振興会, Apr, 2019 - Mar, 2024

守口剛

Academic Activities

Journal of the Association for Consumer Research

Peer review

2024
Scientific Reports

Peer review

2024
Journal of Product and Brand Management

Peer review

2023
Journal of Business Research

Peer review

2023
Marketing Letters

Peer review

2023

Social Activities

カーボンニュートラル概念のマーケティング

Lecturer

現代文化研究所, Jul 25, 2022 - Jul 25, 2022
感覚マーケティングー五感訴求のコミュニケーション戦略―

Lecturer

読売新聞グループ本社, リテールアド・コンソーシアム, Jul 20, 2022 - Jul 20, 2022
マーケティング研究の最前線

Lecturer

佐賀県高等学校教育研究会, 商業部会マーケティング講習会, Aug 17, 2018
マーケティングの基礎

Lecturer

佐賀県高等学校教育研究会, 商業部会マーケティング講習会, Aug 17, 2018
マーケティング指導の方向性

Lecturer

文部科学省, 教員免許更新講習会, Jul, 2015 - Jul, 2018

Media Coverage

Have you ever "bought something without thinking about it"? Beware of unexpectedly buying something! Experts explain what to watch out for!

Fuji Television Network, FNN Prime Online, Mar, 2024 Internet
The Power of Sensory Marketing

Profuture, MarkeTRUNK, Feb, 2024 Internet
消費者への新たなアプローチ「感覚マーケティング」とは外川拓・上智大学准教授に聞く㊦

リテールアド・コンソーシアム, Aug, 2022 Internet
消費者への新たなアプローチ「感覚マーケティング」とは外川拓・上智大学准教授に聞く㊤

リテールアド・コンソーシアム, Aug, 2022 Internet
デジタルとアナログは相互的に活用消費者視点に立ち、意味のある体験を提供する

宣伝会議, AdverTimes（アドタイ）, Feb 5, 2021 Internet

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