Emi Moriuchi - Featured Faculty 2023
Emi Moriuchi
Saunders College of Business
Emi Moriuchi's research focuses on behavioral science to improve consumer's decision-making processes and well-being. She is interested in how people think and react to specific marketing cues and how these thoughts and judgments influence their behaviors.
Methodologically, she uses a combination of behavioral experiments, modeling, and biometrics to pull behavioral insights from consumers' responses and behavior to certain marketing stimuli, including messages, cues in various forms (verbal and non-verbal), and environments. One of the earlier researchers in AI usage in marketing, her research shows that technology can have positive impacts on consumers’ decision-making process, such as efficiency in decision-making. In 2023, her sole-authored publication in Psychology & Marketing, entitled "An Empirical Study on Anthropomorphism and Engagement with Disembodied AIs and Consumers' Re-use Behavior," was recognized as a top-cited article by Wiley Publishing.
Concerning the lack of attention to vulnerable populations in marketing research, Moriuchi's research transitioned into social marketing (a blend of marketing and public health). With a background in marketing and public health, Moriuchi values interdisciplinary research. Her current research projects focus on how the use of technologies, including AIs and robots, can contribute positively to individuals in society. Moriuchi aims to address one of the most critical United Nations' Sustainability Goals: a social change model to promote sustained, inclusive, and sustainable economic growth and decent work for all, including persons with disabilities, and to promote Good Health and Well-Being. One of her most valued research projects has been published in the Journal of Social Marketing, where she looks at the acceptance of cybernetic avatars as employees and how this concept encourages society at large to employ people with physical disability. This employment opportunity not only creates an inclusive community but also promotes well-being for those individuals who are vulnerable to societal isolation.
She has been granted the prestigious U.S. Fulbright Scholar and a U.S. Fulbright Specialist award.
Emi Moriuchi
Associate Professor
Department of MIS, Marketing, and Analytics
Saunders College of Business