Kosuke Motoki

Profile Information

Affiliation: Department of Management, Graduate School of Economics, The University of Tokyo

Degree: PhD(Tohoku University)
商学士(慶應義塾大学)

Contact information: motokie.u-tokyo.ac.jp
J-GLOBAL ID: 201801020272990513
researchmap Member ID: B000305755

External link: https://sites.google.com/view/kosukemotoki/english

Research Interests

Research Areas

Research History

Apr, 2022 - Present

Assistant Professor, Department of Management, Graduate school of economics, The University of Tokyo
Jun, 2023 - Jun, 2024

Visiting research fellow, BI Norwegian Business School
Apr, 2019 - Mar, 2022

Assistant Professor, Department of Food Science and Business, Miyagi University
Sep, 2020 - Mar, 2021

Visiting research fellow, BI Norwegian Business School
Oct, 2018 - Mar, 2019

JSPS Research Fellow (PD)
Apr, 2017 - Sep, 2018

JSPS Research Fellow (DC2)
Apr, 2016 - Sep, 2018

東北大学学際高等研究教育院博士研究教育院生
Mar, 2015 - Sep, 2015

Department of Psychology, University of York Visiting student

Education

Apr, 2015 - Sep, 2018

PhD., Graduate School of Medicine, Tohoku University
Apr, 2013 - Mar, 2015

MS., Graduate School of Medicine, Tohoku University
- Mar, 2013

Faculty of business and commerce, Keio University

Awards

Sep, 2024

Raymond S. Nickerson for Best Paper Award in the Journal of Experimental Psychology: Applied, American Psychological Association

Imagine Distant-Future Outcome: Mental Simulation of COVID, Vaccinations
May, 2024

The Behavioral Science & Policy Association Publication Award for Innovation in Behavioural Public Policy

Addressing climate change with behavioral science: A global intervention tournament in 63 countries
May, 2024

日本消費者行動研究学会特集論文賞

性的マイノリティに関する消費者行動研究:既存研究の整理と今後の研究展望
Dec, 2023

安藤百福賞発明発見奨励賞, 食創会（安藤スポーツ・食文化振興財団）
Aug, 2023

Food Quality and Preference Award－Contributions by a researcher of the future
Jun, 2022

日本認知心理学会優秀発表賞発表力評価部門
Oct, 2021

日本消費者行動研究学会研究奨励賞（青木幸弘賞）
Mar, 2019

Tohoku University President's Award
Dec, 2018

Shinyu Graduate Research Excellent Award, Tohoku university
Mar, 2013

Mita Business Review Senior Thesis Award, Keio University

Major Papers

The role of sensory cues in promoting healthy eating: A narrative synthesis and gastronomic implications

Kosuke Motoki, Jaewoo Park, Taku Togawa

Gastronomy, in press, Mar, 2025 Peer-reviewedLead authorCorresponding author
Sonic frequencies and food perception: How high- and low-frequency sonic logos shape expectations of satiability and goal alignment

Monin Techawachirakul, Abhishek Pathak, Kosuke Motoki, Gemma Calvert

Journal of Consumer Behaviour, in press, Feb, 2025
Sounds cute: Exploring the role of sound reduplication in brand names

Kosuke Motoki, Sayo Iseki, Abhishek Pathak

International Journal of Research in Marketing, Feb, 2025 Peer-reviewedLead authorCorresponding author
Cognitive regulation of alternative proteins: Positive reappraisal enhances wanting for insects, plant-based meat analogies, cultured meat, and algae

Kosuke Motoki, Yu Qin

Appetite, 206 107842-107842, Feb, 2025 Peer-reviewedLead authorCorresponding author
Colour/shape-taste correspondences across three languages in ChatGPT

Kosuke Motoki, Charles Spence, Carlos Velasco

Cognition, 253 105936-105936, Dec, 2024 Peer-reviewedLead authorCorresponding author
Addressing climate change with behavioral science: A global intervention tournament in 63 countries

Madalina Vlasceanu, Kimberly C. Doell, Joseph B. Bak-Coleman, Boryana Todorova, Michael M. Berkebile-Weinberg, Samantha J. Grayson, Yash Patel, Danielle Goldwert, Yifei Pei, Alek Chakroff …

Science Advances, 10(6), Feb 9, 2024 Peer-reviewed
Reflections on Cross-Modal Correspondences: Current Understanding and Issues for Future Research

Kosuke Motoki, Lawrence E. Marks, Carlos Velasco

Multisensory Research, 37(1) 1-23, Jan 10, 2024 Peer-reviewedLead authorCorresponding author
Negative halo effects of green packaging

Monin Techawachirakul, Abhishek Pathak, Kosuke Motoki, Gemma Calvert

Psychology & Marketing, 40(12) 2627-2641, Dec, 2023 Peer-reviewed
Creating luxury brand names in the hospitality and tourism sector: The role of sound symbolism in destination branding

Kosuke Motoki, Jaewoo Park, Abhishek Pathak, Charles Spence

Journal of Destination Marketing and Management, 30 100815, Dec, 2023 Lead authorCorresponding author
When visual cues influence taste/flavour perception: A systematic review

Kosuke Motoki, Charles Spence, Carlos Velasco

Food Quality and Preference, 111 104996, Oct, 2023 Peer-reviewedLead authorCorresponding author
Influencing brand personality with sonic logos: The role of musical timbre

Monin Techawachirakul, Abhishek Pathak, Kosuke Motoki, Gemma Calvert

Journal of Business Research, 168 114169, Jul, 2023
The length of brand names influences the expectation of healthiness in foods and preference for healthy foods

Kosuke Motoki, Abhishek Pathak

Psychology & Marketing, 40(9) 1850-1862, Jun, 2023 Peer-reviewedLead authorCorresponding author
Imagine distant-future outcome: Mental simulation of COVID-19 vaccinations.

Kosuke Motoki, Toshiki Saito, Yuji Takano

Journal of Experimental Psychology: Applied, 29(2) 207-220, Jun, 2023 Peer-reviewedLead authorCorresponding author
Sonic branding of meat- and plant-based foods: The role of timbre

Monin Techawachirakul, Abhishek Pathak, Kosuke Motoki, Gemma Calvert

Journal of Business Research, 165 114032, May, 2023 Peer-reviewed
Tasting brands: Associations between brand personality and tastes

Kosuke Motoki, Takanobu Nakahara, Carlos Velasco

Journal of Business Research, 156 113509, Feb, 2023 Peer-reviewedLead authorCorresponding author
The connotative meanings of sound symbolism in brand names: A conceptual framework

Kosuke Motoki, Jaewoo Park, Abhishek Pathak, Charles Spence

Journal of Business Research, 150 365-373, Nov, 2022 Peer-reviewedLead authorCorresponding author
Articulatory global branding: Generalizability, modulators, and mechanisms of the in-out effect in non-WEIRD consumers

Kosuke Motoki, Abhishek Pathak

Journal of Business Research, 149 231-239, Oct, 2022 Peer-reviewedLead authorCorresponding author
Contextual acceptance of novel and unfamiliar foods: Insects, cultured meat, plant-based meat alternatives, and 3D printed foods

Kosuke Motoki, Jaewoo Park, Charles Spence, Carlos Velasco

Food Quality and Preference, 96 104368, Mar, 2022 Peer-reviewed
Tasting atmospherics: Taste associations with colour parameters of coffee shop interiors

Kosuke Motoki, Aika Takahashi, Charles Spence

Food Quality and Preference, 94 104315, Dec, 2021 Peer-reviewedLead authorCorresponding author
Multisensory consumer-computer interaction

Carlos Velasco, Tsutomu Sunaga, Takuji Narumi, Kosuke Motoki, Charles Spence, Olivia Petit

Journal of Business Research, 134 716-719, Sep, 2021
Eye-tracking research on sensory and consumer science: A review, pitfalls and future directions

Kosuke Motoki, Toshiki Saito, Takuya Onuma

Food Research International, 145 110389, Jul, 2021 Peer-reviewedLead authorCorresponding author
Constructing healthy food names: On the sound symbolism of healthy food

Kosuke Motoki, Jaewoo Park, Abhishek Pathak, Charles Spence

Food Quality and Preference, 90 104157-104157, Jun, 2021 Peer-reviewedLead authorCorresponding author
A Combination of Self-Reported Data and Social-Related Neural Measures Forecasts Viral Marketing Success on Social Media

Kosuke Motoki, Shinsuke Suzuki, Ryuta Kawashima, Motoaki Sugiura

Journal of Interactive Marketing, 52 99-117, Nov, 2020 Peer-reviewedLead authorCorresponding author
Tasting names: Systematic investigations of taste-speech sounds associations

Kosuke Motoki, Toshiki Saito, Jaewoo Park, Carlos Velasco, Charles Spence, Motoaki Sugiura

Food Quality and Preference, 80 103801, Mar, 2020 Peer-reviewedLead authorCorresponding author
Tastiness but not healthfulness captures automatic visual attention: Preliminary evidence from an eye-tracking study

Kosuke Motoki, Toshiki Saito, Rui Nouchi, Ryuta Kawashima, Motoaki Sugiura

Food Quality and Preference, 64 148-153, Mar 1, 2018 Peer-reviewedLead authorCorresponding author

Major Committee Memberships

Apr, 2024 - Present

技術アドバイザー, 株式会社ロッテ
Apr, 2024 - Present

幹事, 日本消費者行動研究学会
Aug, 2023 - Present

Scientific Reports (Nature Publishing Group), Editorial Board Member
Nov, 2022 - Present

Food and Humanity (Elsevier), Editorial Board Member
Apr, 2021 - Present

Frontiers in Communication, Editorial Board Member (Advertising and Marketing Communication)
Feb, 2021 - Present

Food Quality and Preference (Elsevier), Editorial Board Member
Mar, 2020 - Dec, 2021

Frontiers in Computer Science, Topic Editor (Special Issue for Perspectives on Multisensory Human-food Interaction)
Feb, 2019 - Sep, 2021

Journal of Business Research, Guest Editor (Special Issue for Multisensory Consumer-Computer Interaction)

Books and Other Publications

消費者の心理をさぐる―人間の認知から考えるマーケティング

(Role: Contributor, 視線・脳機能計測による消費者行動研究)

誠信書房, Oct, 2020
Auditory Contributions to Food Perception and Consumer Behaviour

(Role: Contributor, A sweet voice: The influence of crossmodal correspondences between taste and vocal pitch on advertising effectiveness.)

Brill Academic Publishers, Oct, 2019

Major Presentations

消費者実験における研究方法論の進展

元木康介

中央大学企業研究所: 消費者実験－実験室からフィールドまで－, Feb 7, 2025
代替タンパク質の消費者受容

Dec, 2024
健康的な食生活に関連する感性研究

第7回Bio-Intelligence for well-being研究会, Nov 6, 2024
食感性に関する消費者行動研究

元木康介

食品ニューテクノロジー研究会, Oct 31, 2024
実験的消費者行動研究の変容と恒常

元木康介

早稲田大学消費者行動研究所, Jun, 2024
食に関する感性処理の学際的研究

元木康介

日本学術振興会食と未病マーカー産学協力委員会定例研究会, May 15, 2024
食と感覚に関する消費者行動研究

元木康介

日本マーケティング学会ソロモン流消費者行動研究分析研究会, Mar 4, 2024 Invited
センサリー・ブランディング：視聴覚要素に関するブランド研究

元木康介, 外川拓, 井関紗代, Abhishek Pathak

早稲田大学消費者行動研究所マーケティング・コミュニケーション研究所共同シンポジウム, Jan, 2024 Invited
Gender stereotypes and sonic branding: The role of musical timbre in connoting brand personality traits

Techawachirakul, M, Pathak, A, Motoki, K, Calvert, G

European Association for Consumer Research, Jul, 2023
食と感覚に関する消費者行動研究

元木康介

日本官能評価学会企業部会拡大講演会, Jul, 2023
食と感覚に関する消費者心理学研究

元木康介

慶應義塾大学商学部･商業学分野研究会, Apr, 2023
Exploring the role of the in-out effect in global branding among non-WEIRD consumers

Motoki, K, Pathak, A

Society for Personality and Social Psychology 2023 Annual Convention, Feb, 2023
Instrumental timbre in audio logos can connote masculinity and femininity embedded in meat- and plant-based foods

Techawachirakul, M, Pathak, A, Motoki, K, Calvert, G

10th European Conference on Sensory and Consumer Research, Sep, 2022
Evaluating replicability of ten influential studies on sensory marketing

Motoki K, Iseki S

第64回消費者行動研究コンファレンス, May, 2022
Voiceless consonants in brand names enhance the expected carbonation in beverages

Pathak, A, Motoki, K, Techawachirakul, M, Calvert, G

Society for Consumer Psychology 2022 Annual Conference, Mar, 2022
Voiceless consonants in brand names enhance the expected carbonation in beverages

Pathak, A, Motoki, K, Techawachirakul, M, Calvert, G

2022 AMA Winter Academic Conference, Feb, 2022
境界領域としての消費者行動研究ー認知心理学的な実験課題の援用

元木康介

日本認知心理学会消費者行動研究部会第2回研究会, Jan, 2022
Changes in beer and RTD consumption before, during, and (expected) after COVID-19

Velasco, C, Motoki, K, Spence, C

14th Pangborn Sensory Science Symposium, Aug, 2021
消費者行動における多感覚情報の影響

元木康介

東京大学経営学ワークショップ, May, 2021
Crossmodal correspondences between tastes and audiovisual features

Kosuke Motoki

日本味と匂学会 Young scientists symposium: Communication: Interactions through sensory functions in humans and animals, Oct, 2020
五感による消費者行動研究

元木康介

法政大学経済学部学会, Dec, 2019
A sweet voice: The influence of crossmodal correspondences between taste and vocal pitch on advertising effectiveness

Motoki, K, Saito, T, Nouchi, R, Kawashima R, Sugiura M

13th Pangborn Sensory Science Symposium, Jul, 2019
視線・脳機能計測による消費者行動研究

元木康介

日本心理学会公開シンポジウム消費者の心理をさぐる, Nov, 2018
The paradox of warmth: Ambient warm temperature decreases preferences for savory food

Motoki, K, Saito, T, Nouchi, R, Kawashima, R, Sugiura, M

3rd Asian Sensory and Consumer Research Symposium, May, 2018

Misc.

4th International Workshop on Multisensory Approaches to Human-Food Interaction

Carlos Velasco, Anton Nijholt, Charles Spence, Takuji Narumi, Kosuke Motoki, Gijs Huisman, Marianna Obrist

ICMI '20: Proceedings of the 2020 International Conference on Multimodal Interaction, 878-880, Oct, 2020
Social modeling of eating

Kosuke Motoki

507 1-3, Aug, 2020 InvitedLead authorCorresponding author
感情・感覚が消費者行動に及ぼす影響の解明：心理・脳生理アプローチによる包括的検証

元木康介

東北医学雑誌, 131(1) 84-85, Jun, 2019 Invited

Professional Memberships

Major Research Projects

持続可能な食品のブランディング研究

日本学術振興会科学研究費助成事業若手研究, Apr, 2024 - Mar, 2028

元木康介
フードテックによる「新しい食」を用いた料理の受容性に関する研究

日本学術振興会科学研究費助成事業基盤研究（C）, Apr, 2024 - Mar, 2027

石川伸一, 元木康介
ホスピタリティ産業におけるバイオフィリックデザインに関する研究

江頭ホスピタリティ事業振興財団, Apr, 2024 - Mar, 2025

元木康介
感覚マーケティングによる健康的な食行動促進の体系的研究

日本学術振興会科学研究費助成事業基盤研究（B）, Apr, 2024

朴宰佑, 石井裕明, 杉谷陽子, 外川拓, 元木康介
味覚に関連した感覚間連合メカニズムの解明

日本学術振興会科学研究費助成事業若手研究, Apr, 2021 - Mar, 2024

元木康介
感覚間連合が選好に及ぼす影響の統合的解明：心理・脳・消費者行動の融合アプローチ

科学研究費助成事業, 特別研究員奨励費, 日本学術振興会, Apr, 2019 - Mar, 2022

元木康介
視線計測装置と実験心理学的手法による高齢者の栄養情報処理の解明

ダノン学術研究助成金, Jan, 2021 - Dec, 2021

元木康介, 齊藤俊樹
マスク着用が表情認知に及ぼす影響とそのメカニズムの解明ー視線計測器による検証ー

新型コロナウイルス感染拡大に関連した実践活動及び研究, 日本心理学会, Aug, 2020 - Sep, 2021

齊藤俊樹, 元木康介, 高野裕治
味の印象を形成する感覚間連合の解明:実験心理学・脳機能計測による検証

研究活動スタート支援, 日本学術振興会科学研究費助成事業, Sep, 2019 - Mar, 2021

元木康介
フードロス削減と QoL 向上を同時に実現する革新的な食ソリューションの開発

ムーンショット型農林水産研究開発事業, 生物系特定産業技術研究支援センター, Dec, 2020
経済的価値の神経基盤の解明

特別研究員奨励費, 日本学術振興会科学研究費助成事業研究活動スタート支援, Apr, 2017 - Mar, 2019

元木康介

Major Academic Activities

Psychonomic Bulletin & Review

Peer review
Acta Psychologica

Peer review
Journal of Retailing and Consumer Services

Peer review
Journal of Interactive Marketing

Peer review
International Journal of Contemporary Hospitality Management

Peer review
Emotion

Peer review
Language and Cognition

Peer review
Quarterly Journal of Experimental Psychology

Peer review
Journal of Marketing Management

Peer review
Food Control

Peer review
Journal of Business Research

Peer review
NeuroImage

Peer review
Journal of Experimental Psychology: General

Peer review
Visual Cognition

Peer review
Journal of Marketing Communications

Peer review
Journal of Sensory Studies

Peer review
Psychology & Marketing

Peer review
Health Psychology

Peer review
Food Research International

Peer review
Appetite

Peer review
Food Quality and Preference

Peer review

Major Media Coverage

AI may be able to 'taste' colours: study finds

The Daily Star, Jan, 2025
An AI started 'tasting' colours and shapes. That is more human than you might think

BBC, Dec, 2024 Internet
温暖化と食（下）代替たんぱく質開発進む

Jan, 2024 Newspaper, magazine
厚いと甘く、薄いと苦い？グラスの厚みが茶の味に影響

毎日新聞, Jun, 2023 Newspaper, magazine
The Sensory Story Of Color In Coffee

Sprudge, Apr 13, 2023 Internet
2022 marketing metascience year in review

OpenMKT.org, Dec, 2022 Internet
Salted ants. Ground crickets. Why you should try edible insects

The Washington Post, Nov, 2022
How to convince people to eat insects

PNAS Front Matter, Nov, 2022 Internet
Retail would like to buy a vowel

Retail Dive, Oct, 2022 Internet
Cross Modal Correspondences: Making the Most Out of It

Market Business News, Mar, 2022 Internet
Research Roundup: February 2022

Association to Advance Collegiate Schools of Business, Feb, 2022 Internet
Why Angelina Jolie can make you eat more insects

BI Business Review, Jan, 2022 Internet
Bach makes us reach for the biscuit tin, new classical music study shows

Classic FM, Sep, 2021 Internet
Bach and Beethoven give listeners a taste for sweet things

The Times, Sep, 2021 Internet
How classical music leaves us hooked on chocolate biscuits

Daily Mail, Sep, 2021 Internet
All Bach and no bite: how classical music will put you off your burger

The Telegraph, Sep, 2021 Internet

Profile Information

Research Interests

Research Areas

Research History

Education

Awards

Major Papers

Major Committee Memberships

Books and Other Publications

Major Presentations

Misc.

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Major Academic Activities

Major Media Coverage

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