A method for creating buying behavior of customer by kansei information design

Purpose – This paper aims to propose a method for kansei value creation to be actually reflected in consumer behavior. Design/methodology/approach – Looking 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. Findings – It 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 implications – It 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/value – The 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.