This study focuses on the values constituting a Lifestyles of Health and Sustainability (LOHAS)-oriented lifestyle. It reveals how the Tohoku Earthquake affected the lifestyles and consumption behaviors of consumers. The study consists of two substudies. In Study 1, the values constituting a LOHAS-oriented lifestyle are specified. Additionally, the manner in which those values change is shown based on a statistical analysis of consumer survey data collected at five points in time. In Study 2, lifestyles are classified using the value indicators identified in Study 1 to analyze how the Tohoku Earthquake changed the lifestyles of consumers and affected their behaviors. The results show that all consumers values were affected by the Tohoku Earthquake, however, they were all affected in varying degrees. The purchasing of eco products and health products are affected more by the lifestyles of consumers based on their values than by the earthquake.

Examines the penetration of television advertising in relation to the qualitative contents; continuity of the advertising; exposure patterns; and whether or not the advertising is for a new product. Results were found that advertisements with positive cognition and/or effect achieved deeper penetration than those with negative such. It was also found that series advertising using the same spokesperson and/or the same tone of appeal achieved deeper penetration than non‐series advertising and that penetration began to reach saturation by non‐series advertising earlier than by series advertising. Long‐term exposure raised its penetration level when its frequency of contact increased. Short‐term exposure made penetration begin to reach saturation earlier than long‐term exposure. Further, it was found that advertising for existing products achieved deeper penetration than advertising for new products.