Sugitani Yoko

J-GLOBAL         Last updated: Apr 22, 2019 at 01:22
Sugitani Yoko
Sophia University
Faculty of Economics, Department of Management
Job title
Associate Professor


2008 Ph.D. (Social Psychology) at the graduate school of Hitotsubashi University
Doctoral dissertation "Research on communicating intentions and emotions via computers: the role of nonverbal cues on message interpretation"

2008-2012 Assistant professor at Sophia University
2012-2018 Associate professor at Sophia University
2019-present Professor at Sophia University
Research on the role of consumers' emotion in building a strong brand

Research Areas



Apr 1998
Mar 2002
Faculty of Commerce, Keio University
Apr 2002
Mar 2004
Graduate School, Division of Sociology, Hitotsubashi University
Apr 2004
Mar 2008
Graduate School, Division of Sociology, Hitotsubashi University

Awards & Honors

Nov 2016
the Encouragement Award of Japan Association for Consumer Studies, Japan association for consumer studies
Winner: Yoko Sugitani
Oct 2016
the Young Scholar Award of Japan Marketing Academy, Japan Marketing Academy
Winner: Yoko Sugitani

Published Papers

The effect of self- and public-based evaluations on brand purchasing: the interplay of independent and interdependent self-construal.
Yoko Sugitani
30(4) 235-243   Jan 2018   [Refereed]
The Role of Self-based and Public-based Evaluation: Comparing Attitudes toward Luxury and Non-luxury Brands
Yoko Sugitani
Japan Marketing Journal   36(1) 2-16   2016
How to build a strong brand attitude: Exploring the role of emotion and usage experience in branding
Yoko Sugitani
Advances in Consumer Studies   21 1-26   2016
The Role of Consumers' Emotion on New Brand Building
Sugitani, Yoko
Sophia Economic Review   58(1-2) 289-298   Mar 2013
Consumer Behavior and Marketing (4) Exploring the Attitudinal Structure of a Strong Brand : Consumers' Cognition and Emotion for Apparel Brands
Journal of the Japan Reseach Association for textile end-uses   53(2) 102-107   Feb 2012

Books etc

Introductory Industrial and Organizational Psychology
Sugitani Yoko
Hakuto Shobo   2015   
Seishin dictionary of psychology
Sugitani Yoko
Seishin shobo   2014   
Psychology for Proactive Management: Beyond Reactive Organization
Sugitani Yoko (Part:Joint Work)
Uhikaku   Mar 2012   ISBN:978-4-641-17385-9
Seishin handbook of internet psychology : individuals, groups, and community
Sugitani Yoko (Part:Joint Work, 59-85)
Seishin Shobo   Feb 2009   ISBN:9784414301694
Psychology of xism
Sugitani Yoko
Apr 2006   ISBN:477950046X

Conference Activities & Talks

Centrality of Self-based Evaluation in Attitude: Effects of Construal-level and Self-consciousness
Sugitani Yoko
American Psychological Association meeting   10 Aug 2019   
Abstract Mindsets Lead Consumers to Value Self-based Evaluation in Purchase Decision Making
Sugitani Yoko
International Convention of Psychological Science   9 Mar 2019   
The Interactive Moderating Role of Self-Esteem and Independent Self-Construal on Brand Evaluations: A Cross-National Study.
Sugitani, Yoko & Riccardo Rialti
Global Marketing Conference   26 Jul 2018   
Psychological Distance and Gender of Endorsers in Advertising: Moderating Effect of Self-relevance
Yoko Sugitani, Taku Togawa
European Congress of Psychology   13 Jul 2017   
Self-based and Public-based Evaluations in Global Brand Building: A Comparison between Independent and Interdependent Cultures
Global Fashion Management Conference   7 Jul 2017   

Research Grants & Projects

Research on communication strategy through companies' website
Project Year: 2014   
Research on the role of self-based and public-based evaluations on brand attitude
Project Year: Apr 2014 - Mar 2017
Research on the role of emotion on brand attitude
Project Year: Apr 2010 - Mar 2013
Research on the effect of negative word-of-mouth communiation on product evaluation
Project Year: Oct 2008 - Mar 2010