MOTOKI, Kosuke

Selected Publications

2025

• Motoki, K., Park, J., & Ishikawa, S. (2025). Feminine plants, masculine insects: Branding alternative proteins with gendered cues. Food Quality and Preference.
• Motoki, K., Matsushita, K., Saito, K., & Nakahara, T. (2025). Consumer responses to robot servers remotely controlled by employees with disabilities. Asia Pacific Journal of Tourism Research.
• Motoki, K., Low, J., & Velasco, C. (2025). Generative AI framework for sensory and consumer research. Food Quality and Preference.
• Motoki, K., Iseki, S., & Pathak, A. (2025). Sounds cute: Exploring the role of sound reduplication in brand names. International Journal of Research in Marketing.
• Motoki, K., & Qin, Y. (2025). Cognitive regulation of alternative proteins: Positive reappraisal enhances wanting for insects, plant-based meat analogies, cultured meat, and algae. Appetite.

2024

• Motoki, K., Spence, C., & Velasco, C. (2024). Colour/shape-taste correspondences across three languages in ChatGPT. Cognition.
• Feng, H., & Motoki, K. (2024). "Feminine = Healthy Food" stereotype: Impact of feminine brand personality on consumer attitudes toward healthier food brands. Food Quality and Preference.
• Motoki, K., Bunya, A., Park, J., & Velasco, C. (2024). Decoding the meaning of alternative proteins: Connotations and music-matching. Food Quality and Preference.
• Vlasceanu, M., Doell, K., ...Motoki, K.,...& Van Bavel, J (2024). Addressing Climate Change with Behavioral Science: A Global Intervention Tournament in 63 Countries. Science Advances.
• Motoki, K., Markes, LE., & Velasco, C. (2024). Reflections on crossmodal correspondences: Current understanding and standing issues. Multisensory Research.

2023

• Motoki, K., Park, J., Pathak, A., & Spence, C. (2023). 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. (2023). Influencing brand personality with sonic logos: The role of musical timbre. Journal of Business Research.
• Motoki, K., & Pathak, A. (2023). 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. (2023). Sonic branding of meat- and plant-based foods: The role of timbre. Journal of Business Research.
• Motoki, K., Saito, T., & Takano, Y. (2023). 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 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

• 2025.8.  Raymond S. Nickerson for Best Paper Award in the Journal of Experimental Psychology: Applied.
• 2024.5.  2024 BSPA (Behavioral Science and Policy Association) Publication Award for Innovation in Behavioral Policy
• 2023.8.  Food Quality and Preference Award－Contributions by a researcher of the future
• 2021.10.  Research award at Japan Association for Consumer Studies.
• 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