Kosuke Motoki

Kosuke Motoki, Ph.D.

Assistant Professor, Department of Management, The University of Tokyo

motoki[at]e.u-tokyo.ac.jp      

7-3-1, Hongo, Bunkyo-ku, Tokyo, 113-0033, JAPAN

Researchmap | ResearchGate | ORCID | Google Scholar Citations | Web of Science

• Motoki, K., Spence, C., & Velasco, C. (in press). When visual cues influence taste/flavour perception A systematic review and the critical appraisal of multisensory flavour perception. Food Quality and Preference. 

• Techawachirakul, M., Pathak, A., Motoki, K., & Calvert, G. (in press). Negative halo effects of green packaging. Psychology & Marketing.

• 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. (2023). Global judgments of caloric information in younger and older adults. Visual Cognition.

• Motoki, K., Nakahara, K., & Velasco, C. (2023). Tasting brands: Associations between brand personality and tastes. Journal of Business Research.

• The 21st International Multisensory Research Forum (2023.7.27-30.）

― Ariga, A., Ichimura, F., Motoki, K., & Matsushita, K. Sensation transference from haptics to taste in drinking green tea: The effects of the lip thickness and weight of the glas.

Education

• 2018.9.  Ph.D., (Medicine), Department of Human Brain Science, School of Medicine, Tohoku University, Japan

• 2015.3.  Visiting student, Department of Psychology, University of York, UK  (―2015.9) 

• 2015.3.  M.S., Department of Human Brain Science, School of Medicine, Tohoku University, Japan

• 2013.3.  M.A., Faculty of Business and Commerce, Keio University, Japan

Academic Positions

• 2022.4.―              Assistant Professor, Department of Management, The University of Tokyo

• 2019.4.―2022.3.  Assistant Professor, Department of Food Science and Business, Miyagi University

• 2018.9.―2019.3.  JSPS Research Fellow (PD)

• 2017.4.―2018.9.  JSPS Research Fellow (DC2)

• 2016.4.―2018.9.  Research Fellow for Interdisciplinary Advanced Research and Education

Awards & Honors

• 2023.8.   Food Quality and Preference Award－Contributions by a researcher of the future 

• 2021.10.  Research award at Japan Association for Consumer Studies. 

• 2021.1.    Nominated for the top publications by the Neuromarketing Science & Business Association

• 2020.1.    Nominated for the top publications by the Neuromarketing Science & Business Association

• 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

Grants

• 2021.4.―2024.3.   JSPS Grant-in-Aid for Early-Career Scientists

• 2021.1.―2022.12. Danone Institute of Japan Foundation Research Grant

• 2020.12.―2025.3. The Moonshot R&D Program for agriculture, forestry and fisheries

• 2020.8.―2021.9.   Grant for psychological research related to COVID-19 pandemic from the Japanese Psychological Association

• 2019.8.―2022.3.   JSPS Grant-in-Aid for Research Activity Start-up

• 2017.4.―2019.3.   Grant-in-Aid for JSPS Fellows 

• 2016.4.―2018.9.   Grant-in-Aid from Tohoku University, Division for Interdisciplinary Advanced Research and Education

Research interests

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).

Keywords

Multisensory food perception, Consumer behavior, Eating behavior, Crossmodal correspondences, Emotions, Sensory marketing, Chemosensory perception, Consumer neuroscience, eye-tracking, fMRI

Association Memberships

• Japanese Psychological Association 

• Japanese Society for Cognitive Psychology 

• Japan Association for Consumer Studies 

• Association for Consumer Research

Editorial board member

• Food and Humanity, Editorial Board Member (2022.12ー)

• Frontiers in Communication (Advertising and Marketing Communication), Editorial Board Member (2021.4ー) 

• Food Quality and Preference, Editorial Board Member (2021.2ー)

• Foods, Journal Topics Board  (2020.10ー)

• 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

Ad-hoc reviewer

• Journal of Experimental Psychology: General

• Food Quality and Preference

• Appetite

• Journal of Business Research

• Journal of Interactive Marketing

• Emotion

• Food Research International

• Food Control

• Psychology & Marketing

• NeuroImage

• Health Psychology

• Journal of Sensory Studies

• International Journal of Contemporary Hospitality Management

• Journal of Marketing Communications

• Nutrients

• International Journal of Gastronomy and Food Science

• British Food Journal

• Visual Cognition

• Language and Cognition

• Foods

• Frontiers in Psychology

• Quarterly Journal of Experimental Psychology

• Journal of Marketing Management

• Journal of Brand Management

• Brain Imaging and Behavior

• Service Industries Journal

• PeerJ

• eNeuro

• Psychologia

• Sustainability

• Food Packaging and Shelf Life

• International Journal of Food Design

• Journal of Ethology

• Bioscience, Biotechnology, and Biochemistry

• Cognition, Brain, Behavior

• Heliyon

• Journal of Asian Economics

• Food and Humanity

• Plos One

• Cogent Business & Management

• ACM International Conference on Multimodal Interaction 

• American Marketing Association Winter Academic Conference 

• European Association for Consumer Research Conference 

• Academy of Marketing Science World Marketing Congress

• 消費者行動研究

• 心理学研究

• マーケティングジャーナル

• The Washington Post. Salted ants. Ground crickets. Why you should try edible insects. 2022.11.27. 

• 日本経済新聞. マスクは仮面、くめぬ感情　顔見えず、認識能力を妨げ？. 2022.11.6. 

• PNAS Front Matter. How to convince people to eat insects. 2022.11.4.

• Retail Dive. Retail would like to buy a vowel. 2022.10.24.

• Activist Post. The Bugs That Keep Me Up at Night: Greenwashing Insects for Food. 2022.8.25.

• Market Business News. Cross Modal Correspondences: Making the Most Out of It. 2022.3.28.

• Association to Advance Collegiate Schools of Business. Research Roundup: February 2022. 2022.2.23.

• BI Business Review. Why Angelina Jolie can make you eat more insects. 2022.1.4.

• Classic FM. Bach makes us reach for the biscuit tin, new classical music study shows. 2021.9.13.

• The U.S. Sun. SCHUBERT DIP From hip-hop to jazz – what your music taste says about your food preference. 2021.9.12.

• uDiscover Music. Classical Music Makes Us Crave Chocolate Biscuits. 2021.9.9. 

• The Times. Bach and Beethoven give listeners a taste for sweet things. 2021.9.9. 

• Daily Mail. How classical music leaves us hooked on chocolate biscuits. 2021.9.9.

• The Telegraph. All Bach and no bite: how classical music will make you forget your burger. 2021.9.8.

• 仙台放送. Live news イット！ 2021.3.29.

• Food Navigator. Want to create a healthy food brand? It’s all in the name. 2021.2.18.

• ミヤギテレビ. news every. 情熱ラボ. 2020.10.30.

• Ladders News. This is why your lonely coworker may be looking at your face on Zoom calls. 2020.6.1.

• PsyPost. Eye-tracking study finds lonely individuals show more automatic attention to warm faces than to faces in general. 2020.5.29coverag

Master's students（the University of Tokyo）

• Yuchan Wang

• Ye Yitian 

• Sara Okabe

• Feng Haorui

• Wang Qianqian

Alumni（Miyagi University）

• Marin Uchida  

• Aika Takahashi 

• Nozomi Takahashi 

• Chisato Nozawa

• Kyoka Fujiwara 

• Ayana Bunya

• Asumi Yamada

• Saika Kudo

Collaborators

• Toshiki Saito（Waseda University / JSPS）

• Motoaki Sugiura（Tohoku University）

• Rui Nouchi（Tohoku University）

• Shinsuke Suzuki（University of Melbourne）

• Sayo Iseki（Chukyo University)

• Jaewoo Park（Chuo University）

• Atsunori Ariga（Chuo University）

• Koji Matsushita（Chuo University）

• Taku Togawa（Sophia University）

• Shinichi Ishikawa（Miyagi University）

• Takanobu Nakahara （Senshu University）

• Mayuko Nishii（Chiba University of Commerce）

• Kohei Yamaguchi (Tokyo Medical and Dental University )

• Carlos Velasco（BI Norwegian Business School）

• Gemma Calvert（Nanyang Business School）

• Abhishek Pathak（Dundee Business School）

• Francisco Barbosa Escobar (Aarhus University)

• Monin Techawachirakul（Nanyang Business School）

• Lawrence Marks (Yale University)

• Charles Spence（University of Oxford）