Curriculum vitaeDownload here.
Assistant Professor, Faculty of Economics, Sophia University(2008-2012)
Interests: Brand attitude, Cultural difference, Consumer's emotion, Word-of-Mouth Communiation
Quoidbach, Jordi, Yoko Sugitani, James Gross, Maxime Taquet and Satoshi Akutsu (in press), From Affect to Action: How Pleasure Shapes Everyday Decisions in Japan and the U.S. Motivation and Emotion.https://doi.org/10.1007/s11031-019-09785-7
Sugitani, Yoko (2018) The effect of self- and public-based evaluations on brand purchasing: the interplay of independent and interdependent self-construal. Journal of International Consumer Marketing, 30(4), 235-243. DOI: 10.1080/08961530.2018.1428920
Recent conference presentations in English
(Upcoming) Sugitani, Yoko & Tian, Fu 2019 The Effect of Social Exclusion on Attitudes Toward Ingroup and Outgroup Brands: The Role of Affiliation Motive and Self-Construal. Association for Consumer Research, Atlanta, U.S., 16-20 October.
(Upcoming) Sugitani, Yoko 2019 Centrality of Self-based Evaluation in Attitude: Effects of Construal-level and Self-consciousness. 2019 American Psychological Association meeting, Chicago, IL, the U.S., 8-11 August.
Sugitani, Yoko 2019 Abstract Mindsets Lead Consumers to Value Self-based Evaluation in Purchase Decision Making. International Convention of Psychological Science, Paris, France, 7-9 March.
Sugitani, Yoko & Riccardo Rialti 2018 The Interactive Moderating Role of Self-Esteem and Independent Self-Construal on Brand Evaluations: A Cross-National Study. Global Marketing Conference, Tokyo, Japan, 26-28 July.
Sugitani, Yoko & Togawa, Taku 2017 Psychological Distance and Gender of Endorsers in Advertising: Moderating Effect of Self-relevance, the 15th European Congress of Psychology, Amsterdam, the Netherlands, July 11-14,2017.
M.A. Hitotsubashi University, 2004 (Social Science)
B.A. Keio University, 2002 (Commerce)
Sugitani, Yoko 2008 The Study of Communicating intentions and emotions via
computers: The role of nonverbal cues on message interpretation, Graduate
School of Social Science, Hitotsubashi University, March 2008.