The seventh webinar in the Otemachi Academia collaborative course, organized jointly by Chuo University and the Yomiuri Newspaper, took place on June 19. The course aims to return valuable knowledge accumulated at Chuo University to society. The topic for this webinar was "Understanding Consumer Behavior through Cognitive Psychology," exploring the potential of consumer behavior as a tool for social contribution. The event included a lecture by Professor Ariga, a discussion between him and the host, and an online Q&A session.

The Role of Selective Attention in Consumer Behavior

In his lecture, "Deciphering the Desire to Purchase: An Approach from Cognitive Psychology," Professor Ariga emphasized that even when individuals are subjected to the same "stimuli", the information processing mechanisms in their brains (cognitive processes) result in different "responses". He introduced the concept of cognitive psychology through studying the mechanisms of information processing inside the brain based on the relationship between "stimuli" and "responses" measurable outside. Professor Ariga invited viewers to consider the desire to buy from the perspective of visual information processing mechanisms. This involves broadly scanning the visual field, setting priorities for processing, selecting targets, and performing detailed processing to produce outcomes, then moving on to the next target and building memory. This selection of information, called "selective attention," influences where to direct attention, thereby affecting information processing and subsequent decision-making outcomes. He emphasized that this "attention" is a crucial factor in consumer behavior.

Consider the arrangement of products in stores, for example. Which are more effective, horizontal or vertical displays? In Western cultures, where the visual field and eye movements of people are predominantly horizontal, horizontal arrangements are considered more efficient for information processing. However, experimental results in Japan, a country with a tradition of vertical reading, such as for newspapers, suggest that the efficiency of horizontal displays is not universal. Rather, consumer behavior is influenced not only by where the gaze is directed but also by the direction of prior attention, which is something that cultural differences may impact. The orientation of handwritten store signs or packaging text may also influence a consumer's desire to purchase.

The Important Role of the "Unconscious" in Our Behavior

Professor Ariga further discussed the profound impact of the unconscious on human information processing. He referenced Sigmund Freud (psychologist, 1856-1939), who compared the mind to an iceberg, with consciousness visible above water and a vast unconscious beneath. The unconscious, according to Freud, deeply influences our behaviors. In information processing, explicit processes correspond to consciousness and implicit processes to the unconscious. He suggested observing the differences between these processes by examining the current situation in "Fukushima." Since the Great East Japan Earthquake (March 11, 2011), Fukushima has faced challenges in selling agricultural and marine products due to the effects of the nuclear disaster, ongoing discrimination, and prejudice. Despite their quality and safety, these products remain undervalued and are less present in supermarkets than before the disaster. Surveys show that while explicit attitudes of consumers toward Fukushima products aren't negative, there's still a reluctance to purchase them, suggesting a possible resolution through exploring implicit attitudes.

Professor Ariga employed the Implicit Association Test (IAT), an established method for measuring implicit attitudes. Using this test, he investigated the implicit attitudes of consumers in Hiroshima--a city that previously experienced similar issues as Fukushima--and in Tokyo toward products from Saga Prefecture and Fukushima Prefecture, regions known for similar produce such as rice and seafood. Despite positive explicit attitudes in both cities, implicit attitudes were negative, especially in Tokyo, which is closer to Fukushima. This indicates that human behavior is influenced by both explicit attitudes and underlying implicit attitudes. Data from 2017 to 2018 confirmed the persistence of these issues, demonstrating the challenge of correcting entrenched misinformation.

So, how can this be resolved? Based on his research, Professor Ariga suggested using consumer scenarios, a key point of interaction between the public and Fukushima, as a tool to facilitate behavioral change by managing the consumer environment. Specifically, this could involve providing rewards like points to consumers who make purchases as incentives, thus creating extrinsic motivation. While this method produces immediate effects, it is costly, and behaviors may revert once the promotional period ends. However, the benefits outweigh the drawbacks. Consumers imitate the consumption behaviors of others, which are motivated extrinsically. This concept, known as "conformity" and "social comparison," could lead to voluntary and sustainable purchasing. In addition to promoting behavioral change, easily accessible web pages can be created to communicate facts and simultaneously correct misinformation. By using extrinsic motivation as a trigger, a cycle of conformity and social comparison can be fostered among consumers. This approach could lead to sustainable purchasing behaviors, with the ultimate aim of eradicating discrimination and prejudice.

Changing Perceptions Through Action

The follow-up discussion session organized the key points from the lecture. Four topics were covered, including "consumer behavior solving social problems" and "consumer behavior as a research subject," with the host posing questions for Professor Ariga to address. During the discussion, when the host brought up the use of consumer scenarios for behavioral change and mentioned the common notion that people act after perceiving, Professor Ariga argued, "In consumer scenarios, it's important to first initiate action and then shift perceptions. Personal perceptions, influenced by the need for consistency and social conformity, can lead to long-term behavioral changes." He emphasized that in this sense, those involved in marketing have an opportunity to exert social influence in consumer scenarios. The host also questioned the relationship between consumer behavior and marketing tactics by businesses, expressing a concern that consumers might feel manipulated by psychology. Professor Ariga responded, "While there is certainly that aspect, there's also a role in making shopping enjoyable." The host then raised the impact of technology like smartphones displaying preferred products, asking whether it enriched consumer life. Professor Ariga replied, "The diversification of shopping methods is beneficial. Face-to-face shopping is also crucial for discovering personal interests and preferences, and for gaining valuable experience from mistakes."

During the Q&A session, attended posed a raft of questions. Asked about precautions against fraudulent schemes, Professor Ariga advised, "Overconfidence should be avoided. There's often a bias of hindsight where the outcome is known." In regard to controlling impulsive urges to buy, he suggested, "As long as it doesn't inconvenience others, it's fine to enjoy it." He concluded by suggesting, "An education in psychology might help us see our own and others' behaviors more objectively, and could slightly change how we view the world."

Atsunori Ariga／Professor, Faculty of Letters, Chuo University
Area of Specialization: Cognitive psychology and consumer psychology

Professor Ariga earned his Ph.D. in Psychology from the Graduate School of Humanities and Sociology at The University of Tokyo in 2009. From 2009, he served in the Overseas Research Fellowship program of the Japan Society for the Promotion of Science at the University of Illinois Urbana-Champaign. From 2011, he was a lecturer and associate professor at Rissho University's Faculty of Psychology. Then, from 2016, he was an associate professor at Hiroshima University's Graduate School of Integrated Arts and Sciences (and later at the Graduate School of Humanities and Social Sciences), before starting his current role in 2022.

His area of specialization is cognitive psychology and consumer psychology.

The focus of his recent research has been on analyzing consumer harm from a cognitive psychology perspective and conducting consumer education based on this analysis.

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