MAKOTO MIZUNO >Japanese

Associate Professor

Major: Marketing and Consumer Behavior

Meiji University, School of Commerce

1-1 Kanda-Surugadai, Chiyoda-ku

Tokyo 101-8301, JAPAN

E-Mail: makoto&kisc.meiji.ac.jp (Please replace & by @)

RESEARCH INTEREST

Consumer Preference Formation/Change/Evolution

Measuring and Modeling Bounded-rational Consumer Behavior

Predictive/Creative Consumer Behavior

Application of Agent-based Modeling for Marketing and Management

EDUCATION

Ph.D. in Economics, University of Tokyo, 2003

M.S. in Economics, University of Tsukuba, 1985

B.A. in Social Science, University of Tsukuba, 1980

WORK EXPERIENCE

2008-present Associate Professor, School of Commerce, Meiji University

2007-2008 Associate Professor, Graduate School of Systems & Information Engineering, University of Tsukuba

2004-2007 Assistant Professor, Graduate School of Systems & Information Engineering, University of Tsukuba

2003-2004 Assistant Professor of Marketing, Institute of Policy and Planning Sciences, University of Tsukuba

1998-2003 Research Director, R&D Division, Hakuhodo Inc.

1986-1998 Researcher, R&D Division, Hakuhodo Inc.

1980-1986 Planner, Marketing Division, Hakuhodo Inc.

PUBLICATIONS

Mizuno, Makoto (2009), Exploring Complexity in Consumer Behaviors: Possibilities of Agent-Based Modeling, Journal of marketing and Distribution, 481, 41(4), 29-36. <Japanese>

- Mizuno, Makoto (2009), Complexity in Marketing and Consumer Behavior: A Brief Review for Future Research Opportunities, Proceedings of the 9th Asia-Pacific Complex Systems Conference (Complex’09), 188-194.

- Mizuno, Makoto, Akira Saji, Ushio Sumita and Hideo Suzuki (2008), Optimal Threshold Analysis of Segmentation Methods for Identifying Target Customers，European Journal of Operational Research, 186(1), 358-379. [Refereed]

- Mizuno, Makoto, Shoichiro Inoue, and Masami Noguchi (2007), Emergence of the Leader-Follower Structure among Consumers: What type of consumers would be most influential in the marketplace?, in (S. Takahashi, D. Sallach and J. Rouchier eds.) Advancing Social Simulation: The First World Congress (Post-Proceedings of The First World Congress on Social Simulation: WCSS06), 117-128, Tokyo, Springer. [Refereed]

- Mizuno, Makoto and Yufu Kuwashima (2007), Manufacturing-Based Brand Strategy – Lesson from Mazda’s Practice, in Takahiro Fujimoto ed., Manufacturing Management, Tokyo, Japan: Koubunsha, 97-114. <Japanese>

- Mizuno, Makoto (2006), Japanese Status Perception and Its Impact on the Values and Lifestyles, Consumer Studies, 13(1), 57-77 <Japanese> [Refereed]

- Mizuno, Makoto (2006), How Will the Long Tail Reshape Marketing? Information Processing, 47(11), 20-26. <Japanese>

- Mizuno, Makoto, and Takahiro Hoshino (2006), Assessing the Short-term Causal Effect of TV Advertising via the Propensity Score Method, Department of Social Systems and Management Discussion Paper Series, No.1162, University of Tsukuba.

- Mizuno, Makoto and Nishiyama, Naoki (2003), Interacting TV Viewers: A Case of Empirical Agent-based Modeling and Simulation for Business Applications, Advances in Complex Sciences, 6(3), 361-373. [Refereed]

- Mizuno, Makoto and Katahira, Hotaka (2003), Expanding Product Space and the Formation of Preferential Decision Rules: An Evolutionary Process of Products and Consumer Preferences, Journal of Marketing Science, 11(1-2), 1-21. <Japanese> [Refereed]

- Sugita, Yoshihiro, Mizuno, Makoto and Yagi, Shigeru (1992), Measuring the Effectiveness of TV Advertising using Multinomial Logit Model, Journal of Marketing Science, 1, 1-11. <Japanese> [Refereed]

- Mizuno, Makoto and Odagiri, Hiroyuki (1990), Does Advertising Mislead Consumers to Buy Low-Quality Products?, International Journal of Industrial Organization, 8, 545-558. [Refereed]

MAIN RESEARCHES IN PROGRESS

- Information Propagation and Preference Formation (Empirical & Simulation Studies)

- Detecting Latent Influential Consumers from Purchase History Data,

- Customer-Based Long Tail Business Model

- Creative Work-Orientation and Consumption

- Measuring Predictive Capability of Consumers

- Neuro-scientific Approach to Consumer Choice

- Measuring Product Integrity of Automobile

- Management of Creative Works and Concept Generation

TEACHING

(Meiji University, School of Commerce)

Creative Marketing

(Meiji Business School, MBA Program)

Multivariate Data Analysis