Emi Moriuchi Headshot

Emi Moriuchi

Associate Professor

Department of MIS, Marketing, and Analytics
Saunders College of Business
embbu@rit.edu
585-475-4355
Office Location
LOW-2323

Emi Moriuchi

Associate Professor

Department of MIS, Marketing, and Analytics
Saunders College of Business

Education

BA, Manchester Metropolitan University (United Kingdom); MA, Hawaii Pacific University; Ph.D., University of Manchester (United Kingdom)

embbu@rit.edu
585-475-4355

Select Scholarship

Invited Article/Publication
Moriuchi, E., & Moriyoshi, N. (2024). A cross‐cultural study on online reviews and decision making: An eye‐tracking approach. Journal of Consumer Behaviour: An International Research Review. 23. 156-170.
Moriuchi, E., & Murdy, S. (2024). The Role of Robots in the Service Industry: Factors Affecting Human-Robot Interactions. International Journal of Hospitality Management,. 118. .
Chung, C., Jeong, L., & Moriuchi, E. (2023). What Motivates American and Filipino Students to Take Online Classes?. Journal of Educators Online. . .
Moriuchi, E., & Moriyoshi, N. (2023). A cross‐cultural study on online reviews and decision making: An eye‐tracking approach. Journal of Consumer Behavior. . .
Moriuchi, E., (2023). Encouraging Respect?: Understanding consumers' perspective on the two-way evaluation system in a sharing economy. Journal of Business Research. . .
Bui, Q., & Moriuchi, E. (2023). Effectiveness of Health Communication Technology on Compliance Disposition of Covid-19 Guidelines. Communications of the Association for Information Systems (AIS). 52. 39.
Moriuchi, E., Berbery, C., & Easton, C. (2023). Looking through the lenses of a patient: An Empirical Study on the factors affecting patient's intention to use avatar-based therapy. Journal of Technology in Behavioral Science. . .
Moriuchi, E., (2023). Bridging Social Marketing and Technology in the Disability Field: An Empirical Study on Social Inclusion. Journal of Social Marketing. . .
Moriuchi, E., (2023). "Alexa, lock my front door": An empirical study on factors affecting consumer's satisfaction with VCA‐controlled security devices. Psychology and Marketing. 40. 169-189.
Moriuchi, E., Agrusa, J., & Lema, J. (2023). Strategies for health and wellness tourism. International Journal of Tourism Research. . .
Moriuchi, E., & Takahashi, I. (2023). An Empirical Study on Repeat Consumer's Shopping Satisfaction on C2C eCommerce in Japan: The Role of Value, Trust and Engagement. Asian Pacific Journal of Marketing and Logistics. . .
Moriuchi, E., & Murdy, S. (2022). Increasing donation intentions toward endangered species: An empirical study on the mediating role of psychological and technological elements of VR. Psychology and Marketing. . .
Ackerman, D., Moriuchi, E., & Gross, B. (2022). Prada at Princeton: College Choice as Luxury Consumption for the Extended Self. Journal of Marketing for Higher Education. . .
Moriuchi, E., (2022). Leveraging the Science to Understand Factors Influencing the Use of AI-powered Avatar in Health Care Services. Journal of Technology in Behavioral Science. . .
Moriuchi, E., & Takahashi, I. (2022). Perceived Value, Trust and Engagement in an Online Consumer-to-consumer Secondary Marketplace. Journal of Business Research. . .
Bui, Q., & Moriuchi, E. (2021). Economic and Social Factors Predicting Readmission for Mental Health and Drug Abuse Patients. Sustainability. . .
Moriuchi, E., (2021). An empirical study on anthropomorphism and engagement with disembodied AIs and consumers' re‐use behavior. Psychology and Marketing. 38. 21-42.
Moriuchi, E., (2021). An empirical study of consumers' intention to use biometric facial recognition as a payment method.. Psychology and Marketing. . .
Moriuchi, E., (2021). The impact of country of origin on consumers' pricing judgments in ecommerce settings. International Marketing Review. 38. 514-538.
Moriuchi, E., (2021). English Accent Variations in YouTube Voice-Over Ads and the Role of Perceptions on Attitude and Purchasing Intentions. Journal of Interactive Advertising. . .
Moriuchi, E., (2021). Do you see what I see?: An Cross-Cultural Eye-tracking Approach toward Product Reviews. Journal of Marketing Theory and Practice. . 1-20.
Moriuchi, E., (2020). Social Credit Effect in a Sharing Economy: A Theory of Mind and Prisoner's Dilemma Game Theory Perspective on the Two-way Review and Rating System. Psychology and Marketing. 37. 641-662.
Moriuchi, E., Landers, V., Colton, D., & Hair, N. (2020). Engagement with chatbots versus augmented reality interactive technology in e-commerce. Journal of Strategic Marketing. . .
Osanami Törngren, S., Moriuchi, E., & Nyström, M. (2020). Comparing preferences towards multiracial advertising in Sweden and the US - Exploration through eye-tracking. Genealogy. 4. 109.
Thal, K., & Moriuchi, E. (2020). Fun and functional: Can a gamified travel app win over users?. International Journal of Business & Applied Sciences (IJBAS). 9. 1-9.
Moriuchi, E., & Basil, M. (2019). The Sustainability of Ohanami Cherry Blossom Festivals as a Cultural Icon. Sustainability. 11. 1820.
Moriuchi, E., & Takahashi, I. (2019). Integrated Consumer Shopping Decision Model: A Japanese Online Supermarket Context. Journal of Marketing Channels. 25. .
Moriuchi, E., (2019). Okay, Google!: An Empirical Study On Voice Assistants On Consumer Engagement And Loyalty. Psychology and Marketing. . 1-13.
Moriuchi, E., (2018). Is That Really An Honest Online Review? The Effectiveness of Disclaimers in Online Reviews. Journal of Marketing Theory and Practice. 26. .
Chung, C., Moriuchi, E., Limbu, Y., & Ganesan, P. (2018). Attitudes toward Star Ratings: Generational Differences among Indian Consumers. Journal of Global Marketing. . 1-14.
Moriuchi, E., & Chung, C. (2018). Young Americans' ethnic identity toward disaster advertising: The effects of disaster location and message types. International Journal of Nonprofit and Voluntary Sector Marketing. 23. .
Moriuchi, E., & Takahashi, I. (2018). An Empirical Investigation of the Factors Motivating Japanese Repeat Consumers to Review Their Shopping Experiences. Journal of Business Research. 82. 381-390.
Moriuchi, E., & Jackson, P. (2017). Role of brand names and product types on bicultural consumers' purchase intentions. Journal of Consumer Marketing. 34. 53-65.
Moriuchi, E., & Takahashi, I. (2016). Satisfaction, Trust and Loyalty of Repeat Online Consumer within the Japanese Online Supermarket Trade. Australian Marketing Journal. 24. 146-156.
Martin, M., & Moriuchi, E. (2015). The importance of university traditions and rituals in building alumni brand communities and loyalty.. Academy of Marketing Studies. . .
Full Length Book
(2021). Cross-Cultural Social Media Marketing: Bridging across Cultures. Moriuchi, E.,
(2019). Social Media Marketing: Strategies in Utilizing Consumer-Generated Content, 2nd Ed.. Moriuchi, E.,
(2017). Handbook of Japanese Management. Moriuchi, E.,
(2017). Handbook of Japanese Management. Moriuchi, E.,
(2016). Social Media Marketing: Strategies in Utilizing Consumer-Generated Content. Moriuchi, E.,
Book Chapter
(2021). . Cross-Cultural Social Media Marketing: Bridging across Cultures. Moriuchi, E.,
(2019). . Social Media Marketing: Strategies in Utilizing Consumer-Generated Content, 2nd Ed.. Moriuchi, E.,
(2017). Marketing Research. Handbook of Japanese Management. Moriuchi, E.,
(2017). Japanese Consumer Behavior. Handbook of Japanese Management. Moriuchi, E.,
(2016). . Social Media Marketing: Strategies in Utilizing Consumer-Generated Content. 126. Moriuchi, E.,
Published Conference Proceedings
Moriuchi, E., (2020). Perceived Attractiveness, Expertise, And Entertainment Experience Of Accents In Youtube Video Advertisements. Global Marketing Conferece.
Chung, C., & Moriuchi, E. (2020). Donation Behavior Between In-Group and Out-Group Perceptions: A Three-Selves Approach. Global Marketing Conferece.
Moriuchi, E., & Gonzales-Fuentes, M. (2020). Bias with Last Names? An Empirical Study on Reviewers' trustworthiness and Consumers' Purchasing Intention. Society for Marketing Advances.
Moriuchi, E., & Moriyoshi, N. (2020). An Empirical Study of Japanese And American Consumers' attribution Of Responsibility On Their Decision-Making Process: An Eye-Tracking Approach. Global Marketing Conferece.
Moriuchi, E., (2019). Myth or Reality : A Mixed Method Approach toward Americans' and Swedes' Belief and Attitude toward Racial Diversity in Ads. Workshop in Racial and Ethnic Diversity in Ads.
Moriuchi, E., & Gonzalez-Fuentes, M. (2019). Does Reviewer's Perceived Ethnicity make an Online Review more "Helpful"?: An Empirical Study on Online Reviews. Society for Marketing Advances.
Moriuchi, E., & Takahashi, I. (2019). Perceived value, Trust and engagement of Japanese online consumers in an e-commerce secondary marketplace. Royal Bank International Research Seminar.
Ackerman, D., & Moriuchi, E. (2019). Louis Vuitton at Yale: College Choice and the Extended Self.. Marketing Educator's Association.
Moriuchi, E., & Takahashi, I. (2018). The interactional effect of atmospherics, emotional and loyalty factors on online shopping intentions. Global Marketing Conferece.
Moriuchi, E., & Ackerman, D. (2018). Diversity in Marketing Pedagogy. Marketing Educator's Association.
Moriuchi, E., & Gonzales-Fuentes, M. (2018). The Association between Ethnic Congruency in the Consumer-Reviewer dyad in Online Reviews. Society for Marketing Advances.
Chung, C., Zeno, K., & Moriuchi, E. (2018). Factors that Affect Student E-book Adoption: An Experimental Study based on the Technology Acceptance Model (TAM) and Diffusion of Innovation Theory.. Marketing Educator's Association.
Martin, M., Moriuchi, E., Martin, M., & Goebel, T. (2017). Empathy in Marketing Students: Are We Missing the Boat in Marketing Education. Marketing Management Association.
Moriuchi, E., (2017). Flipped Classroom and the Millennial Students. Society for Marketing Advances.
Moriuchi, E., & Carlson, G. (2017). Say What?: The Role of Accent in Online Ads and its Impact on Consumers' Reactions toward Advertisements and Purchasing Intentions. Society for Marketing Advances.
Martin, M., Moriuchi, E., Martin, M., & Goebel, T. (2017). Empathy in Marketing Students. Marketing Educator Association.
Chung, C., Moriuchi, E., Limbu, Y., & Ganesan, P. (2017). Attitudes toward Star Ratings: Generational Differences among Indian Consumers. Society of Marketing Advances. Society for Marketing Advances.
Moriuchi, E., (2016). The factors that affect donation advertising effectiveness: An experimental research for felt ethnicity and in-group and out-group perspectives for young Americans. Advances in Consumer Research.
Moriuchi, E., & Chung, C. (2016). Do Millennials Care about "made in the U.S.A"?: An Experimental Research on Country-of-Origin Effect and Antecedents on Product Consciousness. Society for Marketing Advances.
Chung, C., & Moriuchi, E. (2016). An Empirical Study on Consumers' Attitude toward Star Ratings. Business and Applied Sciences Academy of North America.
Moriuchi, E., Martin, M., Martin, M., & Goebel, T. (2016). Increasing Students' Engagement, Flow, and Learning in Marketing Classes. Marketing Educator's Association.
Moriuchi, E., Chung, C., & Lee, C. (2016). Are you ready to be digitalized?: Students' Perception towards e-textbook Adoption. Marketing Educator Association.
Moriuchi, E., & Martin, M. (2016). Are you ready for Flipped Classroom. Marketing Educator Association.
Moriuchi, E., (2015). Which do I Prefer? A Theoretical Framework for Japanese Biculturals' Advertising Response Towards Hedonic and Utilitarian Products in Japan. Academy of Marketing Science World Marketing Congress.
Chung, C., & Moriuchi, E. (2015). Do people respond differently to donation ads when disaster location and message type are different?: An experimental research from an American and Japanese perspectives. Society for Marketing Advances.
Moriuchi, E., & Takahashi, I. (2015). An Empirical Investigation the Factors Motivating Japanese Repeat Online Consumers to Review Their Shopping Experience Online. Royal Bank International Research Seminar.
Moriuchi, E., & Chung, C. (2015). Understanding Young American's Donation Behavior towards Domestic and International disasters. Business and Applied Sciences Academy of North America.
Moriuchi, E., & Chung, C. (2015). The factors that affect donation advertising effectiveness: An experimental research for felt ethnicity and in-group and out-group perspectives for young American. 2009 Association for Consumer Research Asis-Pacific Conference.
Chung, C., & Moriuchi, E. (2015). The Effectiveness of Donation Advertising: An Experimental Study For Felt Ethnicity and Messages On In-Groups And Out-Groups. Academy of Marketing Science - Annual Conference.
Chung, C., Moriuchi, E., & Ackerman, D. (2015). Incorporating Google Online Challenge in E-Marketing Classes. Marketing Educator Association.
Moriuchi, E., Martin, M., & Smith, R. (2015). "The Importance of University Traditions and Rituals in Building Alumni Brand communities and Loyalty. Allied Academies Spring International Conference.
Moriuchi, E., Martin, M., & Smith, R. (2015). Increasing Students' Engagement, Flow, and Learning in Marketing Classes: Conceptual Foundations and Research Issues. Marketing Educator Association.
Moriuchi, E., Diamantopolous, A., & Jackson, P. (2012). Bicultural Consumption Behavior: An Experimental Study on Shin Japanese-Americans' Perceptions and Buying Intentions towards Hedonic and Utilitarian Products. AMA.
Moriuchi, E., & Cui, C. (2011). The Lived Experiences of Bicultural Consumers in Hawaii. Academy of Marketing Science World Marketing Congress.
Moriuchi, E., (2010). Biculturalism Among Japanese Immigrants and Japanese-Americans in Hawaii: A Cross-Cultural Analysis on Cultural Frame Switching and Decision Making of Biculturals. EMAC Doctoral Colloquium.
Moriuchi, E., & Cui, C. (2010). Biculturalism Among Japanese Immigrants and Japanese-Americans in Hawaii. Academy of Marketing Conference, Aston, United Kingdom.
Moriuchi, E., (2010). Biculturalism Among Japanese Immigrants and Japanese-Americans in Hawaii: A Cross-Cultural Approach. Academy of Marketing- Doctoral Colloquim.

Currently Teaching

MKTG-310
Marketing Research
3 Credits
Marketing research focuses on methods used to understand the changing needs of customers and markets to guide the decision-making of managers. The course emphasizes the data-driven elements of the marketing research process. Through hands-on methods, students will work through research problem formulation, data sources, data collection methods, and analysis.
MKTG-430
Social Media Marketing
3 Credits
This course introduces the student to the general theories of Social Media Marketing and its relevance and importance as a Marketing tool. The student will learn how to create campaigns and the strategies and tactics in the most popular social media platforms, as generate reports and actions based on social media analytics.
MKTG-768
Marketing Analytics
3 Credits
This course provides an overview of marketing analytics in the context of marketing research, product portfolios, social media monitoring, sentiment analysis, customer retention, clustering techniques, and customer lifetime value calculation. Students will be introduced to, mathematical and statistical models used in these applications and their implementation using statistical tools and programming languages such as SAS, SPSS, Python and R. Multiple data sources will be used ranging from structured data from company databases, scanner data, social media data, text data in the form of customer reviews, and research databases. Students will complete guided projects using real time data and make effective use of visualization to add impact to their reports. There are no listed pre or co-requisites; however, instructor permission is required – student aptitude for quantitative work will be assessed; waived for students enrolled in quantitative programs such as the MS-Computational Finance which have pre-requisites in the areas of calculus, linear algebra, and programming.

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