| Program / Major | mDP | Goals |
|---|---|---|
| IoT Course | DP-4a・3 | 専門分野と他分野を関連付ける素養 主軸となる分野の専門知識を他分野と関連付ける分野横断型の知識と行動力を修得し、社会で活用できる。 |
| Software Course | DP-4b・3 | 専門分野と他分野を関連付ける素養 主軸となる分野の専門知識を他分野と関連付ける分野横断型の知識と行動力を修得し、社会で活用できる。 |
| Media Course | DP-4c・3 | 専門分野と他分野を関連付ける素養 主軸となる分野の専門知識を他分野と関連付ける分野横断型の知識と行動力を修得し、社会で活用できる。 |
| Data Science Course | DP-4d・2 | キャリアを見据えた高度な専門知識 多様なデータを収集・分析・予測する技術を駆使し、社会に存在する実際の課題に対してエビデンスを基に解決法を考え提案できる。 |
| Mechatronics Course | DP-4・3 | 専門分野と他分野を関連付ける素養 主軸となる分野の専門知識を他分野と関連付ける分野横断型の知識と行動力を修得し、社会で活用できる。 |
| Architecture and Architectural Engineering Course | DP-4a・3 | 専門分野と他分野を関連付ける素養 主軸となる分野の専門知識を他分野と関連付ける分野横断型の知識と行動力を修得し、社会で活用できる。 |
| Environmental Systems and Urban Planning Course | DP-4b・2 | キャリアを見据えた高度な専門知識 国内外を問わず多様な人々と協働しながら、持続可能なまちづくりに必要な環境システム、対策、政策、ビジネス等を提案し、社会実装に寄与できる。 |
| Bioscience Course | DP-4a・3 | 専門分野と他分野を関連付ける素養 主軸となる分野の専門知識を他分野と関連付ける分野横断型の知識と行動力を修得し、社会で活用できる。 |
| Biomedical Engineering Course | DP-4b・3 | 専門分野と他分野を関連付ける素養 主軸となる分野の専門知識を他分野と関連付ける分野横断型の知識と行動力を修得し、社会で活用できる。 |
| Sports Engineering Course | DP-4c・3 | 専門分野と他分野を関連付ける素養 主軸となる分野の専門知識を他分野と関連付ける分野横断型の知識と行動力を修得し、社会で活用できる。 |
| Mathematical Sciences Course | DP-4・3 | 専門分野と他分野を関連付ける素養 主軸となる分野の専門知識を他分野と関連付ける分野横断型の知識と行動力を修得し、社会で活用できる。 |
Consumers do not choose products and services simply by rationally comparing price and functionality. Their decisions are
influenced by a wide range of psychological and social factors, including perception, memory, motivation, self-concept, attitudes,
people around them, culture, advertising, word of mouth, and social media.
This course aims to help students learn basic concepts from psychology, social psychology, and marketing related to consumer behavior, and to explain familiar products, services, and their own consumption experiences using those concepts.
In the first half of the course, students study fundamental concepts in consumer behavior, such as perception, learning, motivation, self-concept, attitudes, decision making, and social influence. In the second half, the course addresses advertising, online word of mouth, social media, entertainment, fandom, and information search, and considers the relationship between today’s media environment and consumer behavior.
This course aims to help students learn basic concepts from psychology, social psychology, and marketing related to consumer behavior, and to explain familiar products, services, and their own consumption experiences using those concepts.
In the first half of the course, students study fundamental concepts in consumer behavior, such as perception, learning, motivation, self-concept, attitudes, decision making, and social influence. In the second half, the course addresses advertising, online word of mouth, social media, entertainment, fandom, and information search, and considers the relationship between today’s media environment and consumer behavior.
This course first introduces the foundations of consumer behavior and then examines the relationship between media use and
consumer behavior.
In addition to explaining theories, the course uses examples familiar to students, such as food, fashion, smartphones, games, video streaming services, social media, advertising, and retail services. At the end of each class, students complete a short assignment that applies the concepts covered that day to concrete consumer behavior.
The course also includes one guest lecture in the first half and one in the second half. Through these lectures, students learn how companies and practitioners understand consumers and apply that understanding to marketing and service design.
At the end of each half of the course, students write an individual report and analyze actual consumer behavior by combining multiple theories.
In addition to explaining theories, the course uses examples familiar to students, such as food, fashion, smartphones, games, video streaming services, social media, advertising, and retail services. At the end of each class, students complete a short assignment that applies the concepts covered that day to concrete consumer behavior.
The course also includes one guest lecture in the first half and one in the second half. Through these lectures, students learn how companies and practitioners understand consumers and apply that understanding to marketing and service design.
At the end of each half of the course, students write an individual report and analyze actual consumer behavior by combining multiple theories.
- Understand basic concepts related to consumer behavior and explain them in one’s own words.
- Analyze consumer behavior related to familiar products and services using concepts from consumer behavior theory.
- Explain the relationship between media such as advertising, word of mouth, and social media and consumer behavior.
- Connect multiple concepts with concrete examples and evidence, and express one’s own analysis logically.
| Short assignments in each class | First-half report | Second-half report | Total. | |||
|---|---|---|---|---|---|---|
| 1. | 10% | 10% | 5% | 25% | ||
| 2. | 10% | 15% | 5% | 30% | ||
| 3. | 10% | 0% | 15% | 25% | ||
| 4. | 10% | 5% | 5% | 20% | ||
| 5. | 0% | 0% | 0% | 0% | ||
| 6. | 0% | 0% | 0% | 0% | ||
| 7. | 0% | 0% | 0% | 0% | ||
| 8. | 0% | 0% | 0% | 0% | ||
| 9. | 0% | 0% | 0% | 0% | ||
| 10. | 0% | 0% | 0% | 0% | ||
| Total. | 40% | 30% | 30% | 0% | 0% | - |
Grades are based on short assignments in each class (40%), a first-half report (30%), and a second-half report (30%). No written
examination will be given.
Short assignments are evaluated based on whether students correctly understand the concepts covered in class, connect concrete examples with those concepts, and explain why a particular consumer behavior occurs rather than merely giving impressions.
The first-half and second-half reports are evaluated comprehensively in terms of conceptual understanding, concrete examples and evidence, analysis and discussion, writing structure, and citation.
The evaluation criteria are as follows.
60% or above: The work meets the requirements of the assignment and explains the topic using basic concepts covered in class.
70% or above: The work appropriately connects concepts and examples and presents a logical analysis.
80% or above: The work integrates multiple concepts and provides an excellent analysis with original discussion based on concrete evidence.
Short assignments are evaluated based on whether students correctly understand the concepts covered in class, connect concrete examples with those concepts, and explain why a particular consumer behavior occurs rather than merely giving impressions.
The first-half and second-half reports are evaluated comprehensively in terms of conceptual understanding, concrete examples and evidence, analysis and discussion, writing structure, and citation.
The evaluation criteria are as follows.
60% or above: The work meets the requirements of the assignment and explains the topic using basic concepts covered in class.
70% or above: The work appropriately connects concepts and examples and presents a logical analysis.
80% or above: The work integrates multiple concepts and provides an excellent analysis with original discussion based on concrete evidence.
| Class schedule | HW assignments (Including preparation and review of the class.) | Amount of Time Required | |
|---|---|---|---|
| 1. | What is consumer behavior? Students consider the acts of buying, owning, using, and disposing of products and services. They understand why consumer behavior is studied and the overall structure of this course. |
Work on a short assignment | 150minutes |
| 2. | What do consumers perceive? Students learn about sensation, perception, attention, and selective attention, and consider how products, stores, and advertisements are perceived. |
Work on a short assignment | 150minutes |
| 3. | Why do consumers come to like and remember things? Students learn about learning, memory, conditioning, and motivation, and consider products and services that are repeatedly chosen. |
Work on a short assignment | 150minutes |
| 4. | Consumption and “being oneself” Students learn about the relationship between consumption and self-concept, identity, personality, and lifestyle. |
Work on a short assignment | 150minutes |
| 5. | Attitudes, persuasion, and decision making Students learn about attitude formation, persuasion, evaluation of alternatives, and the purchase decision-making process. |
Work on a short assignment | 250minutes |
| 6. | Guest lecture 1: How companies understand consumers Students learn from a practitioner’s lecture about consumer understanding in marketing, product development, UX, and consumer research. |
Work on a short assignment | 150minutes |
| Work on a report | 360minutes | ||
| 7. | Consumers in society / review of the first half Students learn about reference groups, word of mouth, social influence, social media, and culture, and integrate the ideas covered in the first half of the course. |
Work on a short assignment | 325minutes |
| Work on a report | 360minutes | ||
| 8. | Media and audiences Students learn how to understand people who use media and consider media-use motivations and uses and gratifications. |
Work on a short assignment | 150minutes |
| 9. | Does advertising move consumers? Students learn about advertising effects, attitudes toward advertising, advertising avoidance, and online word of mouth. |
Work on a short assignment | 150minutes |
| 10. | Entertainment, games, and fans Students consider the relationship between entertainment media use, games, fan psychology, fan communities, and consumer behavior. |
Work on a short assignment | 150minutes |
| 11. | How media represent the world Students learn about representation, gender, ethnicity, and stereotypes in media, and consider their relationship with consumer perceptions. |
Work on a short assignment | 150minutes |
| 12. | Consumers in the age of social media, search, and mobile media Students learn about the relationship between information search, information sharing, online communication, mobile media, and purchase decision making. |
Work on a short assignment | 250minutes |
| 13. | Guest lecture 2: Touchpoints with consumers in the digital age Students learn from a practitioner’s lecture about company-consumer touchpoints in social media, digital advertising, retail media, content, and online services. |
Work on a short assignment | 150minutes |
| Work on a report | 360minutes | ||
| 14. | Thinking about contemporary consumer behavior / overall review Students integrate consumer behavior theory from the first half and media/audience studies from the second half, and consider how contemporary consumer behavior can be understood. They review the entire course and share how their perspectives on their own consumer behavior have changed. |
Work on a short assignment | 325minutes |
| Work on a report | 360minutes | ||
| Total. | - | - | 4090minutes |
| ways of feedback | specific contents about "Other" |
|---|---|
| Feedback in/outside the class. |
Textbook: Not specified.
Reference materials:
M. R. Solomon, Consumer Behavior: Buying, Having, and Being (Japanese hardcover edition), Maruzen Publishing
https://www.maruzen-publishing.co.jp/book/b10111980.html
The Social Psychology of Media Audiences, Revised Edition, Shin-yo-sha
https://www.shin-yo-sha.co.jp/book/b570989.html
These books are not required textbooks that students must purchase. They are used as reference materials for designing class content, examples, and discussion points. Necessary content will be explained in class.
Reference materials:
M. R. Solomon, Consumer Behavior: Buying, Having, and Being (Japanese hardcover edition), Maruzen Publishing
https://www.maruzen-publishing.co.jp/book/b10111980.html
The Social Psychology of Media Audiences, Revised Edition, Shin-yo-sha
https://www.shin-yo-sha.co.jp/book/b570989.html
These books are not required textbooks that students must purchase. They are used as reference materials for designing class content, examples, and discussion points. Necessary content will be explained in class.
No special prerequisite knowledge is required. This course assumes students who are studying marketing or psychology for the
first time. Students are expected to take the course with an interest in their own consumer behavior in daily life, such as
why they chose a particular product or why a particular advertisement attracted their attention.
- Questions are accepted at any time via Teams.
- Course that cultivates a basic problem-solving skills
- Course that cultivates an ability for utilizing knowledge
| Work experience | Work experience and relevance to the course content if applicable |
|---|---|
| N/A |
- 8.DECENT WORK AND ECONOMIC GROWTH
- 9.INDUSTRY, INNOVATION AND INFRASTRUCTURE
- 12.RESPONSIBLE CONSUMPTION & PRODUCTION
Last modified : Sat Aug 22 04:01:47 JST 2026