Resonance between Innovation and Consumers: Suggestions for Emerging Market Customers


  • Chihiro Watanabe Tokyo Seitoku University, Japan
  • Weilin Zhao Center of Waseda Business School, Waseda University
  • Mitsuko Nasuno Tokyo Seitoku University



Resonance, innovation, co-emergence, emerging market, consumers, emerging consumer


Consumption increase in emerging markets is significant for global sustainability as it helps in overcoming structural impediments that impede investment inducement. In this light, the paper aims at demonstrating a hypothesis that resonance between innovation and consumers triggers co-emergence of investment essential for an emerging market and further analyses resonant behavior between attractive goods and consumers. The elevation in face temperature of consumers looking at attractive goods was measured at the event corner of a Japanese supermarket by utilizing thermography. Noteworthy findings obtained include that consumer temperatures increase as they perceive, recognize and decide to purchase attractive goods while elevated temperatures decrease when the goods are not attractive enough to purchase. Consumer couples also incorporate a general tendency to converge toward the same decision in a resonant way. Through correlation analysis of sales records, it was demonstrated that sales of attractive goods represents innovation which increases by resonating consumer demand through construction of a spirally developing virtuous cycle. These findings provide a constructive suggestion for stimulating latent consumer vitality in emerging markets as a way of inducing investment.


Download data is not yet available.


Bekaert, G. and Harvey, C.R. (2002) ‘Research in Emerging Markets Finance: Looking to the Future’, Emerging Markets Review, 3:4, pp. 429-448.

Collaborative Research Center of Meisei University (2010) Evaluation of Sensitive Information based on Physiological and Psychological Activities Measured by Face Thermography, Collaborative Research Center of Meisei University, Tokyo, Japan.

Darryl, W.S. and John, R.A. (2011) ‘A Memory-based Model of Hick’s Law’, Cognitive Psychology, 62:3, pp. 193-222.

D’Andrea,G., Marcotte, D. and Morrison, G.D. (2010) ‘Let Emerging Market Customers Be Your Teachers’, Harvard Business Review, December.

Douglas, D.D. and Edward, L.M. (2004) ‘Rebates, Matches, and Consumer Behavior’, Virginia Commonwealth University. >.

Frijda, N.H. (1986) ‘The Emotions’, Cambridge University Press, Cambridge, England

Gibson, J.J. (1977) ‘The Theory of Affordances’, in R. Shaw and J. Bransford (eds.), Perceiving, Acting and Knowing, Erlbaum, Hillsdale, NJ.

Gibson, J.J. (1979) ‘The Ecological Approach to Visual Perception’, Houghton Mifflin, Boston.

Hilgard, E.J., Atkinson, R.L., Atkinson, R.C., Smith, E.E., Ben, D.J. and Nolen-Hoeksema, S. (1999) ‘Hilgard’s Introduction to Psychology’, Wadsworth Publishing, London.

John, M. ‘Infrared Temperature Measurement Theory and Application’, >.

Khanna, T. and Rivkin, J.W. (2000) ‘Estimating the Performance Effects of Business Groups in Emerging Markets’, Strategic Management Journal, 22:1, pp. 45-74.

Khanna, T., Palepu, K.G. and Sinha, J. (2005) ‘Strategies That Fit Emerging Markets’, Harvard Business Review, 83:6, pp. 63-74.

Lazarus, R.S. (1991) ‘Emotion and Adaption’, Oxford University Press, New York.

Levenson, R.W., Ekman, P. and Friesen, W.V. (1990) ‘Voluntary Facial Action Generates Emotionspecific Nervous System Activity’, Psychophysiology, 27, pp. 363-384.

London, T. and Hart, S.L. (2004) ‘Reinventing Strategies for Emerging Markets: Beyond the Transnational Model’, Journal of International Business Studies, 35:5, pp. 350-370.

Matsuda, H. (2010) ‘Why not Buy, How to Purchase’, Asahi-shimbun, Tokyo (2010).

McDonagh, D. (2008) ‘Satisfying Needs beyond the Functional: The Changing Needs of the Silver Market Consumer’, Proceedings of the International Symposium on the Silver Market Phenomenon- Business Opportunities and Responsibilities in the Aging Society, Tokyo (2008).

Modigliami, T. (1965) ‘Life Cycle Hypothesis of Savings, the Demand for Wealth and Supply of Capital’, A Paper Presented to the Rome Congress of Econometic Society.

Robert, S. (2011) ‘Cognitive Psychology’, Wadsworth Publishing Co Inc (6th Revised).

Snell, J. and Renowden, J. (2000) ‘Improving Results of Thermographic Inspections of Electrical Transmission and Distribution Lines’, Transmission and Distribution Construction, Operation and Live Line Maintenance Proceedings, 2000 IEEE ESMO.

Toates, F. (1986) ‘Motivational Systems’, Cambridge University Press, Cambridge, England.

Tompkins, S.S. (1962) ‘Affect, Imagery, Consciousness: Vol. 1. The Positive Affects’, New York: Springer.

Watanabe, C. (2009) ‘Co-evolutionary Dynamism between Innovation and Institutional Systems: The Rise and Fall of the Japanese System of Management of Technology’, in Tokyo Institute of Technology, The Science of Institutional Management of Technology: Elucidation of Japan’s Indigenous Co-evolutionary Dynamism and Its Accrual to Global Assets, Tokyo Institute of Technology, Tokyo, pp. 21-34.

Watanabe, C. (2010) ‘Resonance between Signals Emitted by Innovation Tempting Consumption and Signals Emitted by Consumers Inducing Innovation: Co-emergence of Supra-functionality beyond Economic Value’, Proceedings of the 25th Annual Meeting of the Japan Society for Science Policy and Research Management, Tokyo.

Watson, B. and McDonagh, D. (2004) ‘Supra-functionality: Responding to Users Needs beyond the Functional,’ Engineering Designer’, 30:5, pp. 8-11.




How to Cite

Chihiro Watanabe, Weilin Zhao, & Mitsuko Nasuno. (2012). Resonance between Innovation and Consumers: Suggestions for Emerging Market Customers. Journal of Technology Management for Growing Economies, 3(1), 7–31.