Takeshi MoriguchiView profile
Professor
Professor Takeshi Moriguchi is a distinguished academic at Waseda University's School of Commerce, where he has served as a faculty member since 2005. Previously, he was at Rikkyo University from 1997 to 2005. His expertise spans marketing science, consumer behavior, and sensory marketing, with significant contributions to understanding how visual, auditory, and olfactory stimuli influence consumer decision-making. Dr. Moriguchi earned his Bachelor's degree from Waseda University's School of Political Science and Economics (1975-1979), followed by graduate studies at University of Tsukuba (1991-1993) and Tokyo Institute of Technology where he received his Doctorate in Engineering (1993-1996). His research focuses on the intersection of sensory marketing and consumer psychology, particularly examining how color, spatial arrangement, and multisensory integration affect product evaluation and purchase decisions. Recent work investigates e-commerce cart retargeting effects, luxury brand value dimensions, and anthropomorphism in tourism marketing. His approach combines field experiments with rigorous statistical analysis to generate actionable insights for marketers. Professor Moriguchi's publication portfolio shows a clear trajectory toward increasingly sophisticated experimental designs and broader applications of sensory marketing principles across digital and physical retail environments. His recent work demonstrates growing interest in multisensory integration and the application of machine learning to consumer behavior data. 優秀論文賞 (2024, Japanese Society of Consumer Behavior Research) Encouragement Award (2023) Hideo Yoshida International Academic Award (2022) Executive of the Year (2019, Marketing Communications Executives International Tokyo Branch) Teaching Award (2015, WASEDA University) 日本商業学会賞・奨励賞 (1995, Japanese Commercial Society) As Director of the Research Center of Consumer Behavior since 2019 and Concurrent Researcher at Waseda's Center for Data Science (2025-2026), Professor Moriguchi leads multiple significant research projects funded by the Japan Society for the Promotion of Science. His current projects focus on multisensory interactions in consumer behavior, data-driven enterprise systems, and next-generation experimental planning technologies. He has supervised numerous graduate students through courses like Marketing Science IIA/B and Consumer Behavior at the graduate level. Professor Moriguchi directs the Research Center of Consumer Behavior and contributes to Waseda University's Center for Data Science. His research team comprises interdisciplinary scholars examining sensory marketing from psychological, neurological, and data science perspectives, with strong industry partnerships that facilitate real-world testing of theoretical frameworks.










