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PurposeThis paper aims to propose a method for kansei value creation to be actually reflected in consumer behavior.Design/methodology/approachLooking at business from a kansei (emotional/sensitive) value creation perspective, it is realized that currently in most cases value creation for products or services is not done practically. For most of the products and services put on the market, their value is hardly recognized.FindingsIt has been found that a key factor of the mechanism of value creation is closely related to the design of kansei information. Research limitations/implications – It is expected that, in the future, the principle of kansei information design will be further clarified and improved so that this methodology can be used in business by corporations.Practical implicationsIt is pointed out that, if the combination of the kansei information becomes too rough, no matter how brilliant the design of the product itself, it is difficult to arouse consumption behavior in reality.Originality/valueThe paper provides an important aspect to demonstrate the mechanism and its elements for achieving value creation in marketing and sales activities. Some case studies are shown for demonstrating the proposed method.

: Rapid informationization in recent years has brought the complexity and speed of change to modern society. As a result, in many fields of consumption marketing, there is a phenomenon happening around us in that sales results are not affected by the marketing campaigns are taking place. In this present situation, a marketing theory which can respond to this "complexity" and "speed of change" is needed. In this paper, we propose a new marketing practice suitable for the business environment of today, which is a method to enable us to see business activities as a systems thinking approach. If the causes of many problems in modern businesses are this complexity and speed of change, then it can be considered that the method of systems thinking, which is a technique for analyzing and describing the complex and dynamic structure and element and the causality between elements, is one of the possible approaches to solve this problem. Furthermore, we discuss the interpersonal relationship between companies and customers, which is thought to have a major impact on the entire system of today's business activities, and we model the structure for generating corporate profits by clarifying relationships to one another using the systems thinking.

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This paper is an attempt to describe the causality phenomenon of "Kansei Information" and its affect on buying behavior. We are focusing on information taken in through the five senses and processed within the brain, causing a positive affect, and we refer to this as "Kansei Information". And since the year 2000, throughout Japan, in various different industries, we have been researching the phenomenon of "Kansei Information" and its affect on buying behavior. Based on our observations of this phenomenon and the marketing and sales activity it results in, we are researching possibility to make a model that relies on the affects of "Kansei Information" as the main component. In this paper we present "Kansei information/Buying behavior model". And we examine this model by focusing on non-planning purchases in the supermarket. We will also present experiment of actual store fronts which are actually using "Kansei Information" to affect buying behavior. In this case the sales of the product, which had been around 20 pieces a month in previous years, dramatically improved and reached 280 pieces in the first month. Six months afterwards, grew constantly to reach 1,000 pieces a month. And, we examine the possibility of making the simulation model based on this outcome of an experiment.