MOTOKI, Kosuke

MOTOKI, Kosuke

Name / Position

MOTOKI, Kosuke / Assistant Professor

Website

Personal WebsiteOpen a new window

E-mail

motoki[at]e.u-tokyo.ac.jp
*Please replace [at] with@

Curriculum Vitae

Education

October 2018

Ph.D., Graduate School of Medicine, Tohoku University
March 2015

M.S., Graduate School of Medicine, Tohoku University
March 2013

B.A., Faculty of business and commerce, Keio University

Professional Experience

April 2022 – Present

Assistant Professor, Department of Management, Graduate school of economics, The University of Tokyo
September 2020 - March 2021

Visiting research fellow, BI Norwegian Business School
April 2019 – March 2022.

Assistant Professor, Department of Food Science and Business, Miyagi University
October 2018 - March 2019

JSPS Research Fellow (PD)
April 2017 - September 2018

JSPS Research Fellow (DC2)
March 2015 - September 2015

Visiting student, Department of Psychology, University of York

Research Field

Consumer psychology, Consumer behavior, Sensory and consumer science, Sensory marketing, Applied psychology

Research Theme

My research focuses on sensory and consumer science, particularly contextual influences on consumer responses to food products. I study how sensory, emotional, and social factors contribute to consumer perception and preferences, using behavioral experiments as well as neurophysiological techniques (e.g., eye-tracking and fMRI).

Publications

Selected Publications

2023/in press

  • Motoki, K., Park, J., Pathak, A., & Spence, C. (in press). Creating luxury brand names in the hospitality and tourism sector: The role of sound symbolism in destination branding. Journal of Destination Marketing and Management.
  • Techawachirakul, M., Pathak, A., Motoki, K., & Calvert, G. (in press). Influencing brand personality with sonic logos: The role of musical timbre. Journal of Business Research.
  • Motoki, K., & Pathak, A. (in press). The length of brand names influences the expectation of healthiness in foods and preference for healthy foods. Psychology & Marketing.
  • Techawachirakul, M., Pathak, A., Motoki, K., & Calvert, G. (in press). Sonic branding of meat- and plant-based foods: The role of timbre. Journal of Business Research.
  • Motoki, K., Saito, T., & Takano, Y. (in press). Imagine distant-future outcome: Mental simulation of COVID-19 vaccinations. Journal of Experimental Psychology: Applied.
  • Motoki, K., Nakahara, T., & Velasco, C. (2023). Tasting brands: Associations between brand personality and tastes. Journal of Business Research.
  • Saito, T., Motoki, K., & Takano, Y. (2023). Cultural differences in recognizing emotions of masked faces. Emotion.

2022

  • Motoki, K., & Togawa, T. (2022). Multiple senses influencing healthy food preference. Current Opinion in Behavioral Sciences.
  • Spence, C., Motoki, K., & Petit, O. (2022). Factors influencing the visual deliciousness / eye-appeal of food. Food Quality and Preference.
  • Motoki, K., Yamada, A., & Spence, C. (2022). Color-nutrient associations: Implications for product design of dietary supplements. Journal of Sensory Studies.
  • Motoki, K., Park, J., Pathak, A., & Spence, C. (2022). The connotative meanings of sound symbolism in brand names: A conceptual framework. Journal of Business Research.
  • Motoki, K., & Pathak, A. (2022) Articulatory global branding: Generalizability, modulators, and mechanisms of the in-out effect in non-WEIRD consumers. Journal of Business Research.
  • Motoki, K., Pathak, A., & Spence, C. (2022). Tasting prosody: Crossmodal correspondences between voice quality and basic tastes.Food Quality and Preference.
  • Motoki, K., Saito, T., & Velasco, C. (2022). Spontaneous crossmodal correspondences grounded in contexts. Food Quality and Preference.
  • Park, J., Motoki, K., Velasco, C., & Spence, C. (2022). Celebrity insects: Exploring the effect of celebrity endorsement on people’s willingness to eat insect-based foods. Food Quality and Preference. 
  • Pathak, A., & Motoki, K. (2022). Evaluating brand names without vowels. Food Quality and Preference. 
  • Nozawa, C., Togawa, T., Velasco, C., & Motoki, K. (2022). Consumer responses to the use of artificial intelligence in luxury and non-luxury restaurants. Food Quality and Preference.
  • Motoki, K., Takahashi, N., Velasco, C., & Spence, C. (2022). Is classical music sweeter than jazz? Crossmodal influences of background music and taste/flavour on healthy and indulgent food preferences. Food Quality and Preference. 
  • Motoki, K., Park, J., Spence, C., & Velasco, C. (2022). Contextual acceptance of novel and unfamiliar foods: Insects, cultured meat, plant-based meat alternatives, and 3D printed foods. Food Quality and Preference.

2021

  • Velasco, C., Sunaga, T., Narumi, T., Motoki, K., Spence, C., & Petit, O. (2021). Multisensory consumer-computer interaction. Journal of Business Research. 
  • Motoki, K., Takahashi, A., & Spence, C. (2021). Tasting atmospherics: Taste associations with colour parameters of coffee shop interiors. Food Quality and Preference. 
  • Motoki, K., Saito, T., & Onuma, T. (2021). Eye-tracking research on sensory and consumer science: A review, pitfalls and future directions. Food Research International.
  • Motoki, K., Saito, T., Suzuki, S., & Sugiura, M. (2021). Evaluation of energy density and macronutrients after extremely brief time exposure. Appetite.
  • Motoki, K., Park, J., Pathak, A., & Spence, C. (2021). Constructing healthy food names: On the sound symbolism of healthy food. Food Quality and Preference. 
  • Motoki, K., & Velasco, C. (2021). Taste-shape correspondences in context. Food Quality and Preference. 

2020

  • Motoki, K., Suzuki, S., Kawashima, R., & Sugiura, M. (2020). A combination of self-reported data and social-related neural measures forecasts viral marketing success on social media. Journal of Interactive Marketing.
  • Motoki, K., & Suzuki, S. (2020). Extrinsic factors underlying food valuation in the human brain. Frontiers in Behavioral Neuroscience.
  • Betancur, M., Motoki, K., Spence, C., & Velasco, C. (2020). Factors influencing the choice of beer: A review. Food Research International.
  • Motoki, K., Ishikawa, S., Spence, C., & Velasco, C. (2020). Contextual acceptance of insect-based foods. Food Quality and Preference.
  • Motoki, K., Saito, T., Park, J., Velasco, C., Spence, C., & Sugiura, M. (2020). Tasting names: Systematic investigations of taste-speech sounds associations. Food Quality and Preference.

2019

  • Motoki, K., Sugiura, M., & Kawashima, R. (2019). Common neural value representations of hedonic and utilitarian products in the ventral striatum: An fMRI study. Scientific Reports.
  • Motoki, K., Saito, T., Nouchi, R., Kawashima, R., & Sugiura, M. (2019). A sweet voice: The influence of crossmodal correspondences between taste and vocal pitch on advertising effectiveness. Mutisensory Research. 
  • Motoki, K., Saito, T., Nouchi, R., Kawashima, R., & Sugiura, M. (2019). Anxiety increases visual attention to hedonic foods: A preliminary eye-tracking study on the impact of the interplay of integral and incidental affect on foods. Appetite.
  • Motoki, K., Saito, T., Nouchi, R., Kawashima, R., & Sugiura, M. (2019). Light colors and comfortable warmth: Crossmodal correspondences between thermal sensations and color lightness influence consumer behavior. Food Quality and Preference.

2018

  • Motoki, K., Saito, T., Nouchi, R., Kawashima, R., & Sugiura, M. (2018). The paradox of warmth: Ambient warm temperature decreases preference for savory foods. Food Quality and Preference. 
  • Motoki, K., & Sugiura, M. (2018). Disgust, sadness, and appraisal: Disgusted consumers dislike food more than sad ones. Frontiers in Psychology.
  • Motoki, K., Saito, T., Nouchi, R., Kawashima, R., & Sugiura, M. (2018). Tastiness but not healthfulness captures automatic visual attention: Preliminary evidence from an eye-tracking study. Food Quality and Preference. 

Other Professional Activities and Awards

Other Professional Activities and Services

  • Food and Humanity, Editorial Board Member (2022.11-)
  • Frontiers in Communication, Editorial Board Member (Advertising and Marketing Communication) (2021.4-)
  • Food Quality and Preference, Editorial Board Member (2021.2-)
  • Foods, Journal Topics Board  (2020.10-2023.3)
  • Journal of Business Research, Guest editors of special issue "Multisensory Consumer-Computer Interaction" with Carlos Velasco, Tsutomu Sunaga, Takuji Narumi, Charles Spence, & Olivia Petit
  • Frontiers in Computer Science, Topic editors of special issue "Perspectives on Multisensory Human-Food Interaction" with Carlos Velasco, Marianna Obrist, Gijs Huisman, Anton Nijholt, Takuji Narumi, & Charles Spence

Awards

  • 2023.8.   Food Quality and Preference Award－Contributions by a researcher of the future
  • 2021.10.  Research award at Japan Association for Consumer Studies.
  • 2019.3.   Tohoku University President's Award
  • 2018.12.  Shinyu Graduate Research Excellent Award, Tohoku university
  • 2013.3.   Mita Business Review Senior Thesis Award, Keio University