Organization
Undergraduate School School of Commerce Professor
Title
Professor
Homepage
External link
Degree
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Ph.D in Economics ( 2003.3 The University of Tokyo )
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Master of economics ( 1985.3 University of Tsukuba )
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BA in Social Science ( 1980.3 University of Tsukuba )
Research Interests
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Marketing
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Consumer Behavior
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Creative Business
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Complexity
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Agent-based modeling
Research Areas
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Humanities & social sciences / Commerce / Marketing
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Humanities & social sciences / Commerce / マーケティング，消費者行動("Marketing, Consumer Behavior")
Education
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The University of Tokyo Graduate School, Division of Economics
1996.4 - 2000.3
Country/Region： Japan
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The University of Tokyo Graduate School, Division of Economics
1996.4 - 2000.3
Country/Region： Japan
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University of Tsukuba Graduate School, Division of Business Administration and Economic Policy
1983.4 - 1985.3
Country/Region： Japan
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University of Tsukuba 1st Cluster, College of Social Sciences Economics
1976.4 - 1980.3
Country/Region： Japan
Research History
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Meiji University Professor
2014.4
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Meiji University Associate Professor
2008.9 - 2014.3
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Meiji University
2008.9 - 2014.3
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筑波大学大学院 システム情報工学研究科 助教授・准教授 准教授
2007.10 - 2008.9
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筑波大学大学院 システム情報工学研究科 准教授
2007.10 - 2008.9
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Associate Professor
2007.10 - 2008.9
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Siebold University of Nagasaki
2005.4 - 2008.3
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Tokyo Institute of Technology
2005.4 - 2007.3
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Lecturer
2005.4 - 2007.3
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筑波大学大学院 システム情報工学研究科 非常勤講師 専任講師
2004.4 - 2007.9
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Lecturer
2004.4 - 2007.9
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University of Tsukuba
2003.4 - 2004.3
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株式会社博報堂 研究開発局 グループヘッド
1998.12 - 2003.2
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株式会社博報堂 研究開発局 グループヘッド
1998.12 - 2003.2
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Researcher
1998.10 - 1998.11
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株式会社博報堂 研究開発局 研究員・ポスドク 主席研究員
1998.10 - 1998.11
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Chief Researcher
1989.4 - 1998.9
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株式会社博報堂 研究開発局 主任研究員 主任研究員
1989.4 - 1998.9
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Researcher
1986.12 - 1989.3
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株式会社博報堂 研究開発局 研究員・ポスドク 研究員
1986.12 - 1989.3
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株式会社博報堂 マーケティング局 マーケティング・プランナー
1980.4 - 1986.11
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株式会社博報堂 マーケティング局 マーケティング・プランナー
1980.4 - 1986.11
Professional Memberships
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数理社会学会
2017.8
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行動経済学会
2017.7
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Japan Marketing Academy
2012.5
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商業学会
2007.5
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Japan Association for Evolutionary Economics
1997.4
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Japan Association of Consumer Studies
1992.11 - 2020.3
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Japan Institute of Marketing Science
1987.4
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American Marketing Association
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INFORMS
Committee Memberships
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Japan Institute of Marketing Science Editor-in-Chief
2026.4 - 2028.3
Committee type：Academic society
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日本マーケティング・サイエンス学会 理事
2017.6 - 2025.5
Committee type：Academic society
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日本マーケティング・サイエンス学会 研究委員
2015.6 - 2017.5
Committee type：Academic society
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独立行政法人産業技術総合研究所 研究ユニット評価委員会（サービス工学研究センター） 委員
2010.11 - 2012.3
Papers
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Naofumi Otomo, Kazutoshi Sasahara, Makoto Mizuno, Yukie Sano
Journal of Computational Social Science 8 ( 2 ) 2025.3
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Seeding Strategies in Influencer Marketing that Accounts for Heterogeneity of Receivers and Senders Reviewed
Makoto Mizuno, Makoto Abe and Naoki Shinbo
Journal of Marketing Science 30 ( 1 ) 9 - 32 2023.6
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Consumer Panic Buying: Understanding the behavioral and psychological aspects Reviewed
Satoshi Nakano, Naoki Akamatsu, and Makoto Mizuno
International Journal of Marketing & Distribution 5 ( 2 ) 17 - 35 2022.12
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An Empirical Study of Scarcity Marketing Strategies: Limited-time products with umbrella branding in the beer market Reviewed International coauthorship International journal
Masakazu Ishihara, Minjung Kwon, Makoto Mizuno
Journal of the Academy of Marketing Science 51 ( 6 ) 1327 - 1350 2022.10
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熱狂するファンダム―プロ野球ファンのツイートを分析する― Invited Reviewed
水野誠, 佐野幸恵, 笹原和俊
マーケティングジャーナル 40 ( 4 ) 6 - 18 2021.3
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Untangling the Complexity of Market Competition in Consumer Goods – A Complex Hilbert PCA Analysis Reviewed International journal
Makoto Mizuno, Hideaki Aoyama, and Yoshi Fujiwara
PLOS ONE 16 ( 2 ) 2021.1
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デジタルメディア環境下のC2Cインタラクション−研究動向の概観と展望 Reviewed
大西浩志 澁谷覚 山本晶
マーケティング・サイエンス 26 ( 1 ) 7 - 39 2019.6
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The Age of Consumer-Generated Ads: An Approach of Agent-Based Modeling Invited
Makoto Mizuno
Journal of the Japanese Society for Artificial Intelligence 32 ( 4 ) 473 - 480 2017.7
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Makoto Mizuno
Organizational Science 48 ( 4 ) 35 - 46 2016.6
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Does Enhanced Features Improves Consumer Preference? - Analyzing the Relationship between Perceptional Positioning, Technical Features and Attitude of Purchase Reviewed
Makoto Mizuno, Yufu Kuwashima, Hidetada Higashi, Naoko Kishi
Akamon Management Review 13 ( 11 ) 415 - 442 2014.11
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How Consumer-Generated Advertising Works: An Empirical Agent-Based Simulation Reviewed
Makoto Mizuno
Advances in Computational Social Science, The 4th World Congress (Agent-Based Social Systems), Springer 17 - 30 2014
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Communicating with Customers Using Twitter: Dialogue and Contagion
Makoto Mizuno, Yuto Takakai, Naoki Shinbo
Communications of the Operations Research Society of Japan 58 ( 8 ) 427-435 - 435 2013.8
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The Methodological Issues of agent-based modeling on Inter-consumer Interactions Reviewed
Makoto Mizuno
Memories of Social Sciences, Meiji University 51 ( 2 ) 61 - 74 2013.3
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Gaining Consumer Insight: The Case of a Creative Agency Reviewed
Makoto Mizuno, Fumihiko Ikuine
Akamon Management Review 10 ( 6 ) 441-461 - 461 2011
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New Product Diffusion and Dynamics of Word-of-Mouth Contagion: Abet-based Modeling Using Real Data Reviewed
Makoto Mizuno, Toshikatsu Mori, Munenori Baba, Yuto Takakai, Kota Sera
Journal of Marketing Science 19 ( 1 ) 91-109 - 109 2011
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The Effects of Valence of Word-of-Mouth and Its Propagation by Non-Adopters on New Product Diffusion: An Agent-based Approach Reviewed
Makoto Mizuno
Proceedings of the Third World Congress on Social Simulation (WCSS10) 2010.9
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Uncovering Complexity of Consumer Behavior: The Possibility of Agent-based Modeling Invited
Makoto Mizuno
Journal of Marketing and Distribution 41 ( 4 ) 29-36 2009.11
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Optimal threshold analysis of segmentation methods for identifying target customers Reviewed
Makoto Mizuno, Akira Saji, Ushio Surnita, Hideo Suzuki
EUROPEAN JOURNAL OF OPERATIONAL RESEARCH 186 ( 1 ) 358 - 379 2007.4
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Emergence of the Leader-Follower Structure among Consumers: What type of consumers would be the most influential in the marketplace? Reviewed International journal
Makoto Mizuno, Shoichiro Inoue, Masami Noguchi
Advancing Social Simulation: The First World Congress 117-128 - + 2007
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Japanese Stratum Identification and Its Impact on Views of the Life and Consumption Reviewed
Makoto Mizuno
Advances in Consumer Studies 13 ( 1 ) 59 - 79 2006
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Assessing the Short-term Causal Effect of TV Advertising via the Propensity Score Method
Makoto Mizuno, Takahiro Hoshino
University of Tsukuba, Department of Social Systems and Management, Discussion Paper Series 1162 2006
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Characteristics and Financial Performance of Methods to Identify Target Customers for CRM
Makoto Mizuno, Hideo Suzuk, Ushio Sumita, Akira Saji,ia
Department of Social Systems and Management Discussion Paper Series ( 1123 ) 2005
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Optimal Threshold Analysis of segmentation Methods for Identifying Target Customers
Makoto Mizuno, Akira Saji, Ushio Sumita, Hideo Suzuki
Department of Social Systems and Management Discussion Paper Series ( 1136 ) 2005
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Interacting TV Viewers: A Case of Empirical Agent-based Modeling and Simulation for Business Applications Reviewed
Makoto Mizuno, Naoki Nishiyama
Advances in Complex Sciences 6 ( 3 ) 1 - 13 2003
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Expansion of Product Space and Rule Formation of Consumer Preference: Evolutionary Process of Products and Consumers Reviewed
Makoto Mizuno, Hotaka Katahira
Journal of Marketing Science ( 11 ) 1 - 21 2003
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Language and Perception in Preference Formation: Suggestions for Brand Management
Makoto Mizuno, Hotaka Katahira
Japan Marketing Journal 22 ( 2 ) 4-14 - 14 2002
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Toward a Chance Discovery-Oriented Recommender System: A Prototype Reviewed International journal
H. Shoji, Y. Ohsawa, Y. Matsuo, N. Matsumura and Y. Miyake
The Netherlands: IOS PressKnowledge-Based Intelligent Information Engineering Systems and Allied Technologies (KSE2002) 1 1276-1280 - 1280 2002
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The Effects of the Interactivity of On-line Shopping on Consumer Behavior Reviewed
Makoto Mizuno
Abridged Proceedings of the 9th International Conference on Human-Computer Interaction 10 - 12 2001
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Conjoint Analysis of Consumer Preferences in Cyber Space Reviewed International journal
M Mizuno
Proceedings of the 7th International Conference on Human-Computer Interaction 2 475-478 - 478 1997
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Measuring Advertising Effectiveness via Multinomial Logit Model Reviewed
Yoshihiro Sugita, Makoto Mizuno, Shigeru Yagi
Journal o marketing Science 1 1 - 11 1992
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DOES ADVERTISING MISLEAD CONSUMERS TO BUY LOW-QUALITY PRODUCTS Reviewed
M MIZUNO, H ODAGIRI
INTERNATIONAL JOURNAL OF INDUSTRIAL ORGANIZATION 8 ( 4 ) 545 - 558 1990.12
Books
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Complex modeling of consumer behavior : agent-based marketing science
Mizuno, Makoto（ Role： Sole author）
Springer 2025 （ ISBN:9784431548737 ）
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ブルデュー社会学で読み解く現代文化
片岡, 栄美, 村井, 重樹, 南田, 勝也, 瀧川, 裕貴, 水野, 誠（ Role： Contributorソーシャルメディアにおける文化実践と社会空間）
晃洋書房 2024.11 （ ISBN:9784771038813 ）
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マーケティングは進化する－クリエイティブなMarket+ingの発想（改訂第２版）
水野誠（ Role： Sole author）
同文舘出版 2022.3
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プロ野球「熱狂」のメカニズム：ファン行動とマネジメントの計算社会科学
水野誠, 稲水伸行, 笹原和俊, 他（ Role： Supervisor (editorial)）
東京大学出版会 2021.8
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Management Science of Enthusiasm for Professional Baseball; Psychology of Funs and Sports Business
Asako Miura, Nobuyuki Inamizu（ Role： Joint editorIntroduction, Chapter 1 & 2）
University of Tokyo Press 2016.8
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How Consumer-Generated Advertising Works: An Empirical Agent-Based Simulation Reviewed
（ Role： Sole author）
Springer 2014.6
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Marketing Evolution: Thinking of Creative Market+ing
Makoto Mizuno（ Role： Sole author）
Dobunkan Shuppan 2014.6 （ ISBN:9784495646615 ）
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Handbook of Research on International Advertising
Shintaro Okazaki（ Role： ContributorAnalysis of the Relationship between Advertisers and Advertising Agencies in the Global Market (pp.497-517, with Hirokazu Takada and Ling Bith-Hong)）
Edward Elgar Publishing 2012.4 （ ISBN:9781848448582 ）
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マーケティング・サイエンス
（ Role： Sole author）
コロナ社 2012.2
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Dictionary of Simulation
Japan Society of, Simulation Technology（ Role： ContributorMarketing Science (p.321)）
Colona Publishing 2012.2
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Understanding Economics with 50 Keywords: What is Socio-Economic Physics?
Masanao Aoki, Yuji Aruka, Hiroshi Yoshikiawa, Hideaki Aoyama（ Role： ContributorLong Tail Business Model: Secrets of Amazon's Success）
Tokyo Tosho 2011.5
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ロングテール・ビジネスモデル：アマゾン成功の秘密
（ Role： Sole author）
東京図書 2011.5
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マーケティング・サイエンスにおけるABM活用をめぐる諸論点
（ Role： Sole author）
2011.1
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This is the School of Commerce!!
School of Commerce, Meiji University（ Role： ContributorLet's Produce New and Unique Things! (pp.193-209)）
Dobunkan Shuppan 2010
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Manufacturing Management Research
Takahiro Fujimoto（ Role： ContributorManufacturing-Inspired Brand Strategy: Mazda's Practice (pp. 97-114, with Yufu Kuwashima,）
Kobunsha 2007
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ものづくり発想のブランド戦略―マツダの取り組み
桑島由芙（ Role： Joint author）
光文社 2007
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Chance Discovery for Consumers
（ Role： Joint author）
Berlin, Germany: Springer 2003
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テレビ視聴者の行動－実データに適合するエージェントベースモデリングの試み
西山直樹（ Role： Joint author）
共立出版 2002
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Artificial Societies in Computer: Multi-agent Simulation and Complex System
Susuma Yamakage, Shota Hattori（ Role： ContributorBehavior of TV Viewer: Trial of Agent-based Modeling Fitting to Real Data (pp. 43-57, with Naoki Nishiyama)）
Kyoritsu Shuppan 2002
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Practice of Preference-based Engineering
Hirohiko Asano（ Role： ContributorForecasting Hits of J-POP (pp. 119-139)）
Kaibundo 2001
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J-POPの予測（朝野熙彦編『魅力工学の実践』所収）
（ Role： Sole author）
海文堂 2001
MISC
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Constructing the Customer Journey Map of Competitive Brands: A Complex Time-series Analysis
Makoto Mizuno, Hideaki Aoyama, and Yoshi Fujiwara
RIETI Discussion Paper Series 2020.8
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熱狂と冷静の「両利き」経営 Invited
経理情報 1544 1 - 1 2019.5
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Co-created Enthusiasm: Lesson from the Carp-Joshi Invited
Makoto Mizuno
ER (Fujitsu Research Institute-Economic Research Center) 4 38 - 39 2017.1
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How Will Marketing Evolve? - Viewpoint from a Conflict between Top-Down and Bottom-Up Thinkings Invited
Makoto Mizuno
AD STUDIES 49 23 - 27 2014.9
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新しいもの・独自のものを世界に送りだそう！
これが商学部！！（明治大学商学部編） 193-209 2010.3
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Complexity in Marketing and Consumer Behavior: A Brief Review for Future Research Opportunities
Makoto Mizuno
Proceedings of the 9th Asia-Pacific Complex Systems Conference (Complex’09) 188 - 194 2009.11
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What Can Expand Affiliate Ads? : Exploration by Agent-based Simulation
Makoto Mizuno, Sou Nakazawa
Artificial Intelligence Workshop Material, SIG-KBS-A704 31 - 38 2008.3
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An Analysis of Information Contagion Process Accounting for Network Properties
Makoto Mizuno, Takayuki Iizuka
Artificial Intelligence Workshop Material, SIG-KBS-A604 91 - 97 2007
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How Will Long Tail Change Marketing? Invited
Makoto Mizuno
Information Processing 47 ( 11 ) 20-26 2006
Presentations
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When Hub Seeding Works in Influencer Marketing International conference
The 8th International Workshop on Application of Big Data for Computational Social Science 2023.10
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Do People Signal Their Socioeconomic Status on Social Media?—An Analysis of “Conspicuous Tweeting” by Machine Learning International conference
Makoto Mizuno, Hiroki Takikawa
9th International Conference on Computational Social Science (IC2S2) 2023.7
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職業に基づく社会階層と消費―ソーシャルメディアデータの分析
水野誠, 瀧川裕貴
日本商業学会第73回全国研究大会 2023.5 日本商業学会
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新製品普及のエージェントベースモデルの解剖学
第31回社会システム部会研究会 2023.3 計測自動制御学会社会システム部会
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ネットワーク上のクチコミ拡散=普及の効果をどう評価するか―マーケティングの視点から
水野誠
第2回計算社会科学会 2023.2 計算社会科学会
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Addiction and Alcohol Tax: Evidence from Japanese Beer Industry International coauthorship
林田光平, 石原昌和, 水野誠, 上武康亮
日本マーケティング･サイエンス学会第112回研究大会 2022.12 日本マーケティング･サイエンス学会
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クリエイティブネスや社会的必要性を考慮した職業のスコアリングの試み
水野誠, 瀧川裕貴
第 73 回数理社会学会大会 2022.9 数理社会学会
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職業・クリエティビティ・消費―ソーシャルメディアからの社会階層分析
水野誠, 瀧川裕貴
日本マーケティング･サイエンス学会第111回研究大会 2022.6 日本マーケティング･サイエンス学会第111回研究大会
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発信者と受信者の異質性を考慮したシーディング戦略
水野誠, 阿部誠, 新保直樹
日本マーケティング･サイエンス学会第111回研究大会 2022.6 日本マーケティング･サイエンス学会
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パニック購買する消費者の行動的・心理的特性
中野暁, 赤松直樹, 水野誠
日本商業学会第72回全国研究大会 2022.5 日本商業学会
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ソーシャルメディア上での行動は社会的差異をシグナルするか？
瀧川裕貴, 水野誠
第1回計算社会科学会大会 2022.2 計算社会科学会
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「期間限定」製品はなぜ購入されるか？―購買履歴データの離散-連続選択モデルによる分析 International coauthorship
石原昌和, Minjung Kwon, 水野誠
日本マーケティング･サイエンス学会第110回研究大会 2021.12 日本マーケティング･サイエンス学会
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パンデミックとパニック購買－購買履歴、メディア接触と心理尺度の統合的分析
中野暁, 赤松直樹, 水野誠
日本マーケティング･サイエンス学会第108回研究大会 2020.12 日本マーケティング･サイエンス学会
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Toward the evolutionary theory of entertainment consumption: An analysis of music streaming data
Mizuno, Makoto
2026.3
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The rise and fall of super stars in the music market: An analysis of music streaming data
Mizuno, Makoto
2026.3
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Computational social science and marketing science Invited
Mizuno, Makoto
2025.3
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Heterogeneity of new product diffusion in packaged-good markets and its implication for brand strategy
Mizuno, Makoto
2024.12
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多様な複雑ネットワークにおける頑健な費用効果を持つインフルエンサーシーディング戦略の探求
Mizuno, Makoto
10th International Conference on Computational Social Science (IC2S2) 2024.7
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Long tail revisited: An analysis of music streaming consumption
Mizuno, Makoto
2024.6
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Investigating growth mechanism of B2C2C economy: An analysis by agent-based modeling
Mizuno, Makoto
2024.3
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Do People Signal Their Socioeconomic Status on Social Media?
Makoto, Mizuno
2023.12
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エージェントベース普及モデルの解剖学―C2Cインタラクションの諸相
水野誠
日本マーケティング･サイエンス学会第109回研究大会 2021.6 日本マーケティング･サイエンス学会
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ソーシャルメディアデータを用いた熱狂の測定：プロ野球ファンのツイート分析
水野誠, 笹原和俊, 佐野幸恵, 杉森真樹
進化経済学会第24回大会 2020.5 進化経済学会
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何がファンを熱狂させるのか？：プロ野球ファンのツイート分析
水野誠, 笹原和俊, 佐野幸恵, 杉森真樹
第５回計算社会科学ワークショップ 2020.2 計算社会科学研究会
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Creativity, Culture and Consumer Behavior in Japan: A Marketer's Perspective Invited International conference
AEDEM International Conference 2019.9 The European Academy of Management and Business Economics
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The Role of Innovators in Consumer Packaged Goods Markets International coauthorship International conference
Makoto Mizuno, Masakazu Ishihara, Eitan Muller
INFORMS Marketing Science Conference 2019.6 INFORMS
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消費者の革新性はカテゴリーを超えるか？―米国パッケージグッズ市場における検証 International coauthorship
水野誠, 石原昌和, Eitan Muller
日本マーケティング･サイエンス学会第105回研究大会第105回研究大会 2019.6 日本マーケティング･サイエンス学会第105回研究大会
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日本プロ野球における熱狂現象のソーシャルメディア分析
杉森真樹, 笹原和俊, 水野誠
人工知能学会全国研究大会（第33回）全国研究大会（第33回） 2019.6 人工知能学会全国研究大会（第33回）
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消費者の購買意思決定プロセスの経済物理学的分析―複素ヒルベルト主成分分析、同期ネットワーク、ホッジ分解の応用―
水野誠, 青山秀明, 藤原義久
進化経済学会第23回大会 2019.3 進化経済学会
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熱狂現象の計算社会科学：日本プロ野球のソーシャルメディア分析
水野誠, 杉森真樹, 笹原和俊
第３回計算社会科学ワークショップ 2019.3
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Measuring "Creative Occupation": For Analyses of the Relationship between Work Styles and Consumption
Makoto Mizuno
The 66th Conference of Japanese Association for Mathematical Sociology 2018.8
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Agent-Based Modeling for Diffusion of Innovation: Review and Agenda International conference
Makoto Mizuno
17th International Schumpeter Society Conference 2018.7
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Empirical Generalization on Failures of New Product Diffusion in Packaged Goods Markets International conference
Makoto Mizuno, Masakazu Ishihara, Eitan Muller
INFORMS Marketing Science Conference 2018.6 INFORMS
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Empirical Generalization on Failures of New Product Diffusion in Packaged Goods Markets
Makoto Mizuno, Masakazu Ishihara, Eitan Muller
103rd Conference of Japan Institute of Marketing Science 2018.6
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Agent-based Modeling of Consumer Behavior: A Review
Makoto Mizuno
22nd Conference of Japan Society for Evolutionary Economics 2018.3
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Applying Complex Hilbert Principal Component: to Marketing Data
Makoto Mizuno, Hideaki Aoyama, Yoshihisa Fujiwara
2nd Workshop on Computational Social Science 2018.3
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Why/How Limited-time Offerings are Bought: Analysis of Purchase Dayta
Masakazu Isihara, makoto Mizuno
11th Conference of Association of Behavioral Economics and Finance 2017.12
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Constructing the Customer Journey Map: A Complex Time-Series Analysis of Aggregate Marketing Data
Makoto Mizuno, Hideaki Aoyama, Yoshihisa Fujiwara
Econo-Physics 2017 2017.12
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Customer Journey Analysis with Competitive View: An Approach of Econo-phyisics
Makoto Mizno, Hideaki Aoyama, Yoshihisa Fujiwara
102ndh Conference of Japan Institute of Marketing Science 2017.12
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Analysis ofProfitability of Influencer Marketing
Makoto Mizuno, Makoto Abe, Naoki Shinbo
14th NetEco Symposium 2017.8
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A Study on Marketing Innovation in Novel Media Environment
K. Onishi, S. Shibuya, M. Matsumura, M. Mizuno, H. Yamamoto
101st Conference of Japan Institute of Marketing Science 2017.6
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Uncovering Latent Consumption/Purchase Occasions from Observational Data on Brand and Quantity Choices International conference
Masakazu Ishihara, Makoto Mizuno, Jessica An
INFORMS Marketing Science Conference 2017.6 INFORMS
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Creative-Class Consumers: The Effects of Newly-Defined Social Class on Consumer Behavior
Makoto Mizuno
SCP-JACS Collaborative Conference 2017.5 Society of Consumer Psychology and Japanese Association of Consumer Studies
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When and How do Firms Benefit from Limited-time Products? International conference
Masakazu Ishihara, Makoto Mizuno
INFORMS Marketing Science Conference 2016.6 INFORMS
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Creative Jobs and Cool Consumption: Social Capital, Cultural Capital and Consumption
Makoto Mizuno
20th Conference of Japan Society for Evolutionary Economics 2016.3
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Social Media, Ideology and Consumption
Yufu Kuwashima, Makoto Mizuno
98th Conference of Japan Institute of Marketing Science 2015.12
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Simulating C2C Interaction in a B2B Financial Service Business by Empirical Agent-Based Modeling International conference
Makoto Mizuno, Keiko Toya, Kana Ozawa, Yutaro Nemoto, Kohei Arai, Keisuke Oura, Akira Ishii, Takaaki Ohnishi
9th EAI International Conference on Bio-inspired Information and Communications Technologies (BICT2015) 2015.12
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When Seeding Works in Social Media Marketing: A Hybrid Approach of Empirical Analyses and Simulation International conference
Makoto Mizuno, Makoto Abe, Naoki Shinbo
Complexity in Business Conference 2015.11 University of Maryland
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Quantifying the Impact of Contagion of Customer (Dis-) Satisfaction: An Agent-Based Approach for a B2B Financial Service International conference
Makoto Mizuno, Keiko Toya, Kana Ozawa, Yutaro Nemoto, Kohei Arai, Keisuke Oura, Akira Ishii, Takaaki Ohnishi
24th Annual Frontiers in Service Conference 2015.7
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The Moment When Every Stakeholder Becomes Happier: A Case of a Regional B2B Financial Service International conference
Makoto Mizuno, Keiko Toya, Kana Ozawa, Yutaro Nemoto, Kohei Arai, Keisuke Oura, Akira Ishii, Takaaki Ohnishi
3rd International Conference of Serviceology (ICServ2015) 2015.7 Society of Serviceology
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Quantifying the Impact of WOM Contagion over the Twitter: Is the Influencer-Seeding Strategy Effective? International conference
Makoto Abe, Naoki Shinbo
INFORMS Marketing Science Conference 2015.6 INFORMS
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Voters and Consumers as Yanus Mirror: What determines preferences for economic policies
Makoto Mizuno, Yufu Kuwashima
19th Conference of Japan Society for Evolutionary Economics 2015.3
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Value, Ideology and Consumption
Makoto Mizuno, Yufu Kuwashima
96th Conference of Japan Institute of Marketing Science 2014.11
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Influence of Personality Congruence on Attachment: Empirical Study Based on Professional Baseball Fan Data
Daisuke Ishida, Makoto Mizuno
49th Conference on Consumer Behavior Research 2014.11
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Empirical Agent-Based Modeling for Customer Portfolio Management: A Case of a Regional B2B Financial Service in Japan International conference
Makoto Mizuno, Kohei Arai, Akira Ishii, Yutaro Nemoto, Takaaki Ohnishi, Keisuke Oura, Kana Ozawa, Keiko Toya
Complexity in Business Conference 2014.10 University of Maryland
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Analyses of Survey Data on Professional Baseball Teams and Plalyers
Makoto Mizuno, Daisuke Ishida
Japanese Joint Statistical Meeting 2014 2014.9
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Simulating Value Co-Creation in B2B Financial Service: An Application of Empirical Agent-Based Modeling International conference
Makoto Mizuno, Keiko Toya, Kana Ozawa, Mayomi Haga, Yutaro Nemoto, Kohei Arai, Keisuke Oura, Akira Ishii, Takaaki Ohnishi
Social Simulation Conference 2014.9 European Social Simulation Association
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Influence Contagion in a Twitter Network II: Who are Influencers?
Makoto Mizuno, Makoto Abe, Naoki Shinbo
95th Conference of Japan Institute of Marketing Science 2014.6
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Analyzing Influence Contagion among Twitter Users: Do a Few Influencers Really Exist? International conference
Makoto Mizuno, Makoto Abe, Naoki Shinbo
INFORMS Marketing Science Conference 2014.6 INFORMS
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Toward the Modeling of Value Co-creation in Service Industry
Makoto Mizuno, Kana Ozawa, Keiko Toya
94th Conference of Japan Institute of Marketing Science 2013.12
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Do Influencers exist in Twitter Networks?
Makoto Mizuno, Makoto Abe, Naoki Shinbo
10th NetEcon Symposium 2013.9
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Detecting Influential Consumers in the Twitter Network: A Case of WOM on iPhone International conference
Makoto Mizuno, Makoto Abe, Naoki Shinbo
INFORMS Marketing Science Conference 2013.7 INFORMS
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Influence Contagion in a Twitter Network:
Makoto Mizuno, Makoto Abe, Naoko Shinbo
93th Conference of Japan Institute of Marketing Science 2013.6
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Extracting User Communities and Analyzing Topics in Twitter Networks
N. Shinbo, M. Oda, S. Jo, T. Yoneyama, M. Mizuno
27th Conference of Japan Society for Artificial Intelligence 2013.6
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Paradox of Affiliate Advertising: Can Will Social Media Coexist with Advertising?
Makoto Mizuno
2012 Fall Conference of Japan Society for Management Information 2012.11
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Agent-based Model of Consumer-generated Advertising
Makoto Mizuno
Joint Agent Workshops and Symposium 2012 (JAWS2012) 2012.10
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How Consumer-Generated Advertising Works: Empirical Agent-Based Simulation International conference
Makoto Mizuno
4th World Congress on Social Simulation 2012.9 ESSA (the European Social Simulation Association), PAAA (Pacific Asian Association for Agent-based Approach in Social Systems Sciences) and CSSSA (Computational Social Science Society of America)
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Affiliate Advertising: The Possibility of Consumer Generated Ad Media
Makoto Mizno
91st Conference of Japan Institute of Marketing Science 2012.6
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Affiliate Program as Consumer-generated Advertising Media International conference
Makoto Mizuno
INFORMS Marketing Science Conference 2012.6 INFORMS
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How Do Advertising Creators Gain Consumer Insight?
Makoto Mizunop, Fumihiko Ikuine
2nd Knowledge Co-creation Forum 2012.2
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When Influencer Marketing Works: Investigation by Agent-based Modeling
Makoto Mizuno
90th Conference of Japan Institute of Marketing Science 2011.12
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アフィリエイト広告に関する研究:ブロカーの意識と行動に関する調査結果とその分析
第43回消費者行動研究コンファレンス 2011.11 日本消費者行動研究学会
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Influence of Properties of Choice Options on Deferral: Its Personal diffrence
Naoki Yamada, Eizo Akiyama, Makoto Mizuno
43rd Conference of Consumer Behavior Reseach 2011.11
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Bivalent Opinion Dynamics in New Product Diffusion International conference
Makoto Mizuno
Society of Instrument and Control Engineers (SICE) Annual Conference 2011 (SICE 2011) 2011.9 The Society of Instrument and Control Engineers
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Long Tail of Customers: Preliminary Analysis
Makoto Mizuno
Econo-Physics 2011 2011.7
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顧客行動から見たロングテール型ビジネスモデルの可能性
日本ダイレクトマーケティング学会第10回全国研究発表大会 2011.7 日本ダイレクトマーケティング学会
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On the Demand Side of the Long Tail: An Empirical Study
International Conference on Economic Science with Heterogeneous Interacting Agents 2011 (ESHIA/WEHIA 2011) 2011.6 Society for Economic Science with Heterogeneous Interacting Agents
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選好形成と行動誘導
人工知能学会全国大会（第25回） 2011.6 人工知能学会
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消費者インサイトをいかに獲得するか～あるクリエイティブ・エージェンシーの取材に基づく考察
生稲史彦
日本商業学会第61会全国大会 2011.5 日本商業学会
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マーケティング・サイエンスにおけるABM活用をめぐる諸論点
第17回社会情報システム学シンポジウム 2011.1 社会情報システム学研究会
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Dialogue between Firms and Customers via Twitter: Analyzing the Communication Effects of Corporate Tweets
N. Shinbo, Y. Takakai, M. Tauchi, S. Jo, M. Mizuno
88th Conference of Japan Institute of Marketing Science 2010.11
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選択における葛藤回避と正則性の破れ―個人の心理的特性の影響
山田尚樹,秋山英三
第41回消費者行動研究コンファレンス 2010.11 日本消費者行動研究学会
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The Effects of Valence of Word-of-Mouth and Its Propagation by Non-Adopters on New Product Diffusion: An Agent-based Approach
The Third World Congress on Social Simulation (WCSS10) 2010.9
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Dynamic Interactions Between WOM and Preference Formation: A Case of Diffusion of a Really New Product
"Toshikatsu Mori, Takayasu Baba, Yuto Takakai, Koto Sera"
Marketing Science Conference 2010.6 INFORMS
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消費者は未来を「予知」できるか？―トレンド予測のフィールド実験
行動経済学会第3回大会 2009.12 行動経済学会
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Dynamic Interaction of WOM Contagion and Preference Formation in the Process of New Product Diffusion
Makoto Mizuno, Toshikatsu Mori, Munenori Baba, Yuto Takakai, Kota Sera
86th Conference of Japan Institute of Marketing Science 2009.12
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Complexity in Marketing and Consumer Behavior: A Brief Review for Future Research Opportunities (Complex’09) International conference
Makoto Mizuno
9th Asia-Pacific Complex Systems Conference 2009.11
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Does Enhanced Features Improves Consumer Preference? - Analyzing the Relationship between Perceptional Positioning, Technical Features and Attitude of Purchase
Makoto Mizuno, Naoko Kishi, Yufu Kuwashima, Hidetada Higashi
39th Conference of Consumer Behavior Research 2009.11
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Conflict Aversion and Regularity in Choice:
Naoki Yamada, Eizo Akiyama, Makoto Mizuno
37th Conference of Behaviormetric Society 2009.8
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インフルエンサー・マーケティングは可能か？―見えないネットワークをマネジメントする―
日本商業学会全国研究大会 2009.5 日本商業学会
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Issues on Agent-based Service and Relationship Marketing Invited
Makoto Mizuno
1st Workshop of Service Engineering 2009.1
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次世代型新製品に関する情報伝播と選好形成 ―iPhone のケース
"森俊勝, 岡平祐介, 馬場崇徳"
日本マーケティング･サイエンス学会第84回研究大会 2008.11 日本マーケティング･サイエンス学会
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Information Contagion and Preference Formation of a New-Generation New Product: A Case of iPhone
Makoto Mizuno, Toshikatsu Mori, Yusuke Okahira, Munenori Baba
84th Conference of Japan Institute of Marketing Science 2008.11
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Toward Agent-based CRM
Makoto Mizuno
Joint Agent Workshops and Symposium 2008 (JAWS2008) 2008.10
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Constructing Customer Database for Educating Service Innovation Invited
Makoto Mizuno
2008.10
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When Word-Of Mouth Marketing Works: Simulating Consumers on Complex Networks International conference
Makoto Mizuno, Takayuki Iizuka
Annual Workshop on Economic Heterogeneous Interacting Agents 2008 (ESHIA/WEHIA 2008) 2008.6 Society for Economic Science with Heterogeneous Interacting Agents
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What Can Expand Affiliate Ads? : Exploration by Agent-based Simulation
Makoto Mizuno, Sou Nakazawa
Workshop on Knowledge-based System of the Japanese Society for Artificial Intelligence 2008.3
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Analysis of Multi-stage Choice Process Allowing for Heterogeneity of Consumers and Products:
Mayomi Haga, Makoto Mizuno
35th Conference of Consumer Behavior Research 2007.12
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Rise of Long Tail Phenomenon in Markets and the Future of Marketing Invited
Makoto Mizuno
6th Conference of Japan Academic Society for Direct Marketing 2007.6
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Detecting Influencers from Purchase History Data: Latent Class Modeling Accounting for Sociall Influence
Makoto Mizuno, Tatsuya Ikeda
81st Conference of Japan Institute of Marketing Science 2007.6
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Social Stratum, Consumer Behavior and Marketing
Makoto Mizuno
57th Conference of Japan Society for Marketing and Distribution 2007.5
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ロングテールの神話と実像 －マーケティングへのインパクトを考える， Web2.0の現在と展望
情報処理学会短期集中セミナー 2006.11 情報処理学会
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Myth and Reality of Long Tail: Consideration for Impact on Marketing Invited
Makoto Mizuno
Short Intensive Course on Information Processing Society of Japan: State of Arts and Perspective of WEB2.0 2006.11
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Modeling In-store Shopper Traveling and Their Purchase: An Analysis
M. Mizuno, K. Hamai, Y. Okahira, D. Sawai, N. Nishiyama
80th Conference of Japan Institute of Marketing Science 2006.11
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Emergence of the Leader-Follower Structure among Consumers: What type of consumers would be most influential in the marketplace? International conference
Makoto Mizuno, Shoichiro Inoue, Masami Noguchi
The First World Congress on Social Simulation (WCSS06) 2006.8
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Technological Trends and Practical Issues of Social Simulation:
Makoto Mizuno
SICE Interest Group of System Engineering 2006.7
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Assessing Sort-term Effects of TV Ads on Purchase Using Propensity Score
Makoto Mizuno, Takahiro Hoshino
79th Conference of Japan Institute of Marketing Science 2006.6
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Analysis of Multi-stage Choice Process Using Consumer Language: Choice Modeling of the Grouping Evaluation Grid Method
Mayomi Haga, Makoto Mizuno
32nd Conference of Consumer Behavior Research 2006.6
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A Framework for Research on Inter-consumer Influence: Review
Makoto Mizuno, Hikaru Yamamoto
78th Conference of Japan Institute of Marketing Science 2005.12
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Assessing Short-term Effectiveness of TV Advertising via the Propensity Score International conference
Makoto Mizuno, Takahiro Hoshino, Shigeyoshi Takemura
INFORMS Marketing Science Conference 2005.6 INFORMS
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"Prective" Consumers: Detecting Customers Preceding Demand
Makoto Mizuno, Takeshi Shibayama, Hirofumi Matsuo
77th Conference of Japan Institute of Marketing Science 2005.6
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Creative Life: New Trend in Work, Life and Consumption
Makoto Mizuno, Toshiyuki Seki
30th Conference of Consumer Behavior Research 2005.6
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Emergence of Consumption Leadership: A Multi-agent simulation
Makoto Mizuno, Masami Noguchi
9th Conference of Japan Association for Evolutionary Economics 2005.3
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Diffusion of the Third-Generation Mobile Phone Service and Its Pricing
M。 Mizuno, R. Nagasawa, M. Oda, A. Todaka, Y. Okahira
76th Conference of Japan Institute of Marketing Science 2004.12
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Does Heterogeneity Change with Usage Experience? - A HB Analysis on Sensory Data International conference
Makoto Mizuno, Mayomi Haga
International Conference on Recent Development of Statistical Modeling in Marketing 2004.12
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Japanese Life Stratum Identification and Its Impact on Consumption
Makoto Mizuno
29th Conference of Consumer Behavior Research 2004.11
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Evaluation of Target Identification Methods in CRM: Comparison between Decision Tree, Logistic Regression and Support Vector Machine
Makoto Mizuno, Hideo Suzuki, Ushio Sumita, Akira Saji
75th Conference of Japan Institute of Marketing Science 2004.6
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Cost-Benefit Analysis of Several Hard-Segmentation Methods for Identifying Target Customers International conference
Makoto Mizuno, Hideo Suzuki, Ushio Sumita, Akira Saji
INFORMS Marketing Science Conference 2004.6 INFORMS
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Cost-Benefit Analysis of Several Hard-Segmentation methods for Identifying Target Customers
Makoto Mizuno, Hideo Suzuki, Ushio Sumita, Akira Saji
Marketing Science Conference 2004.6 INFORMS
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Multiple Views on Evaluation of New Product Introduction: Dialogue between Sensory Evaluation and Marketing Science
Mayomi Haga, Makoto Mizuno
74th Conference of Japan Institute of Marketing Science 2003.11
Awards
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2023.5 日本商業学会 Consumer Panic Buying: Understanding the Behavioral and Psychological Aspects
中野暁, 赤松直樹, 水野誠
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第10 回「助成研究 吉田秀雄賞」奨励賞
2012.11
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第６回「KK-MASコンペティション」部門２（研究利用）佳作
2006.3
Research Projects
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顧客における熱狂的ファンの特性と市場成果への寄与に関する研究
Grant number：22K01773 2022.4
日本学術振興会 科学研究費補助金 基盤研究 (C)
Authorship：Principal investigator
Grant amount：\5120000 （ Direct Cost: \4160000 、 Indirect Cost：\960000 ）
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消費者間コミュニケーション構造に関する計算社会科学的研究
2020.4 - 2022.3
吉田秀雄記念財団
Authorship：Principal investigator Grant type：Competitive
Grant amount：\3997000 （ Direct Cost: \3997000 ）
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マーケティング戦略の定石の経験的妥当性検証に関する研究
Grant number：19K01947 2019.4 - 2021.3
日本学術振興会 科学研究費補助金 基盤研究 (C)
Authorship：Principal investigator
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Research on Failures of Diffusion of New Products and Services
Grant number：16K03953 2016.4 - 2019.3
Japan Society for the Promotion of Science Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (C)
Mizuno Makoto
Authorship：Principal investigator
Grant amount：\4550000 （ Direct Cost: \3500000 、 Indirect Cost：\1050000 ）
Dynamics of new product diffusion including failed cases has not been well understood since most existing studies in this area have dealt with successful cases. This study analyzed the influences of consumer innovativeness on the success/failure of new product diffusion by using a long-term purchase history data for consumer packaged goods in US. Firstly, developing a method to quantify consumer innovativeness based on past purchase history, we examined the predictability of the success/failure of new product diffusion. Furthermore, we estimated the influences between consumers with high innovativeness (innovators) and others (non-innovators), investigating the mechanism of the success/failure of diffusion. At the same time, we deepened the knowledge about applicability of agent-based modeling for this topic.
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How "Stars" Affect the Relationship with Brands: A Case Study of Professional Baseball in Japan
2014.4 - 2015.3
Authorship：Principal investigator Grant type：Competitive
Grant amount：\2595000 （ Direct Cost: \2595000 ）
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How "Stars" Affect the Relationship with Brands: A Case Study of Professional Baseball in Japan
2014.4 - 2015.3
Yoshida Hideo Memorial Fundation
Makoto Mizuno
Authorship：Principal investigator Grant type：Competitive
Grant amount：\2595000 （ Direct Cost: \2595000 ）
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Panel research on the mechanism of making social norms, policy preferences, and public opinions
Grant number：25285093 2013.4 - 2016.3
Japan Society for the Promotion of Science Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (B)
Hatano Toshiya, TAMURA Tetsuki, HORIE Takashi, MIZUOCHI Masaaki, MIZUNO Makoto, KUWASHIMA Yufu, TAKESHITA Ryo, NOJI Momo
Authorship：Coinvestigator(s)
The questionnaire survey concerning the economic policy was executed six times in total as a frame in this study. The panel data is used for empirical analysis of each researchers and some important discoveries were performed. The level of happiness seems to be different according to the response pattern to the consumption tax. Happy people don't change the consumption behavior to the consumption tax, and unhappy people negatively react to the consumption tax. As a result, the influence of the consumption tax depends on the state of the mind.
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Consumer Behavior with Focus on Creativity and Tastes
Grant number：25590097 2013.4 - 2016.3
Japan Society for the Promotion of Science Grants-in-Aid for Scientific Research Grant-in-Aid for Challenging Exploratory Research
MIZUNO MAKOTO
Authorship：Principal investigator
Grant amount：\3000000 （ Direct Cost: \3000000 ）
This study attempts to show that multiple dimensions of social class can explain preferences for creativity and aesthetic value of products/services. A web-based survey with 1,600 respondents was conducted to measure standard indexes of social class such as income, status perception, occupation prestige, education (cultural capital), as well as newly developed indexes such as creative work orientation (creative capital) and access to creative workers via their personal network (creative social capital). Moreover, it is statistically proven that these social class indexes can statistically predict preference for creativity and aesthetic values in consumption, brand preferences, and adoption of innovative products/service.
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金融サービスでの企業・従業員・顧客の共創価値における顧客・従業員価値分析と共創価値測定尺度の開発
2012.10 - 2015.9
科学技術振興機構 問題解決型サービス科学研究開発プログラム
Authorship：Coinvestigator(s) Grant type：Competitive
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CRM Methods Accounting for Dynamics of Customer Behaviors
Grant number：22530463 2010.4 - 2013.3
Authorship：Principal investigator
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Media Characteristics and Effectiveness of Affiliate Advertising
2010.4 - 2012.3
Authorship：Principal investigator Grant type：Competitive
Grant amount：\360 （ Direct Cost: \360 ）
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Inter-Consumer Interactions and Dynamic Change of Preference
Grant number：19530379 2007.4 - 2010.3
Authorship：Principal investigator
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Formation and Change of Consumer Preference
2004.4 - 2007.3
Authorship：Principal investigator
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Formation and Change of Consumer Preference
2003 - 2005
Authorship：Principal investigator Grant type：Competitive
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