ba60f6118d1e33cbb561a0 20240606011134915 chitu:chitu chitkarauniversitypublications@chitkara.edu.in WEB-FORM Journal of Technology Management for Growing Economies JTMGE 0976545X 24563226 10.15415/jtmge https://tmg.chitkara.edu.in/ 10 2012 10 2012 3 1 10.15415/jtmge.2012.31 https://tmg.chitkara.edu.in/2012/vol-3-no-01/ Resonance between Innovation and Consumers: Suggestions for Emerging Market Customers Tokyo Seitoku University, Japan Chihiro Watanabe Weilin Zhao Center of Waseda Business School, Waseda University Mitsuko Nasuno Tokyo Seitoku University 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. 04 2012 04 2012 7 31 10.15415/jtmge.2012.31001 https://tmg.chitkara.edu.in/2012/resonance-between-innovation-and-consumers-suggestions-for-emerging-market-customers/