Emi Moriuchi Headshot

Emi Moriuchi

Associate Professor, Marketing

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

Emi Moriuchi

Associate Professor, Marketing

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)

emoriuchi@saunders.rit.edu
585-475-4355

Select Scholarship

Invited Article/Publication
Moriuchi, E., & Murdy, S. (2025). Consumer reactions to drip pricing: the moderating effect of price fairness in the sharing economy accommodation. Cornell Hospitality Quarterly 66. .
Moriuchi, E., Hollebeek, L., & Sigurdsson, V. (2025). Service Recovery for Deaf and Hard of Hearing Customers: A Transformative Service Research Perspective. Journal is not in list - being petitioned 46. .
Moriuchi, E., & Hollebeek, L. (2025). Cybernetic avatars in hospitality: advancing the social inclusion of individuals with a disability.. International Journal of Contemporary Hospitality Management 37. .
Moriuchi, E., Hollebeek, L., & Lim, W. (2025). Consumers' smartphone addiction: Impact of engagement and app type on wellbeing. Journal of Business Research . .
Moriuchi, E., & Murdy, S. (2025). Robo-tipping with a purpose: The role of perceived fairness, altruistic motives, and perception of the organization. International Journal of Hospitality Management, 128. .
Moriuchi, E., & Gonzalez-Fuentes, M. (2025). An empirical study on factors affecting consumers' willingness to adopt reviews: a two-group analysis. Journal of Marketing Theory and Practice . .
Moriuchi, E., (2025). Deploying Artificial Intelligence for Healthcare: An Empirical Study on the Patients' Usage of Health Care Service and AI's Anthropomorphic structure form. Technological Forecasting and Social Change . .
Moriuchi, E., (2025). Comparing and Contrasting the Technological and Psychological Factors of Virtual AI Usage in Mental Health Care Services between Providers and Patients: A Structural Equation Modeling Approach. Journal of Technology in Behavioral Science . .
Moriuchi, E., & Murdy, S. (2024). The Role of Robots in the Service Industry: Factors Affecting Human-Robot Interactions. International Journal of Hospitality Management, 118. .
Moriuchi, E., Agrusa, J., & Lema, J. (2024). Strategies for health and wellness tourism: Thai Massage. International Journal of Tourism Research 26. e2622.
Ackerman, D., Moriuchi, E., & Gross, B. (2024). Prada at Princeton: College Choice as Luxury Consumption for the Extended Self. Journal of Marketing for Higher Education . .
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). Consumer Reactions to Drip Pricing: The Moderating Effect of Price Fairness in the Sharing Economy Accommodation. Cornell Hospitality Quarterly . .
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.
Chung, C., Jeong, L., & Moriuchi, E. (2023). What Motivates American and Filipino Students to Take Online Classes?. Journal of Educators Online . .
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., (2023). Bridging Social Marketing and Technology in the Disability Field: An Empirical Study on Social Inclusion. Journal of Social Marketing . .
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., (2023). Encouraging Respect?: Understanding consumers' perspective on the two-way evaluation system in a sharing economy. Journal of Business Research . .
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., 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., (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 . .
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 . .
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). An empirical study on anthropomorphism and engagement with disembodied AIs and consumers' re‐use behavior. Psychology and Marketing 38. 21-42.
Bui, Q., & Moriuchi, E. (2021). Economic and Social Factors Predicting Readmission for Mental Health and Drug Abuse Patients. Sustainability . .
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., (2021). The impact of country of origin on consumers' pricing judgments in ecommerce settings. International Marketing Review 38. 514-538.
Moriuchi, E., (2021). An empirical study of consumers' intention to use biometric facial recognition as a payment method.. Psychology and Marketing . .
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.
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., Landers, V., Colton, D., & Hair, N. (2020). Engagement with chatbots versus augmented reality interactive technology in e-commerce. Journal of Strategic Marketing . .
Moriuchi, E., & Basil, M. (2019). The Sustainability of Ohanami Cherry Blossom Festivals as a Cultural Icon. Sustainability 11. 1820.
Moriuchi, E., (2019). Okay, Google!: An Empirical Study On Voice Assistants On Consumer Engagement And Loyalty. Psychology and Marketing . 1-13.
Moriuchi, E., & Takahashi, I. (2019). Integrated Consumer Shopping Decision Model: A Japanese Online Supermarket Context. Journal of Marketing Channels 25. .
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 . .
Published Conference Proceedings
Bui, Q., & Moriuchi, E. (2024). Sharing Intention of Politicized News on Social Media: Mediators and Moderators. Hawaii International Conference on System Sciences.
Bui, Q., & Moriuchi, E. (2023). Social Norms and Misinformation Sharing of Politicized Products. Americas Conference on Information Systems.
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., (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., (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.
Ackerman, D., & Moriuchi, E. (2019). Louis Vuitton at Yale: College Choice and the Extended Self.. Marketing Educator's Association.
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.
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., & Gonzales-Fuentes, M. (2018). The Association between Ethnic Congruency in the Consumer-Reviewer dyad in Online Reviews. Society for Marketing Advances.
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.
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.
Martin, M., Moriuchi, E., Martin, M., & Goebel, T. (2017). Empathy in Marketing Students. Marketing Educator Association.
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.
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., (2017). Flipped Classroom and the Millennial Students. Society for Marketing Advances.
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.
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.
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.
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. (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). 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.
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., & 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., & Chung, C. (2015). Understanding Young American's Donation Behavior towards Domestic and International disasters. Business and Applied Sciences Academy of North America.
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.
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.,

Currently Teaching

MKTG-365
Marketing Analytics
3 Credits
Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Understanding marketing analytics allows marketers to be more efficient at their jobs and minimize wasted online and offline marketing dollars. It also provides marketers with the information necessary to help support company investment in marketing strategy and tactics. This course provides the participant with the necessary knowledge and practical insights that will help a marketing manager get more out of available data and take strategic advantage of the analysis. This interactive, participatory course is designed to answer key questions: “What is marketing analytics, how can marketing analytics improve my marketing efforts and how can I integrate marketing analytics into my business?
MKTG-489
Seminar in Marketing
3 Credits
Current issues in marketing are the focus of the course. Topics have included direct and database marketing, pricing, advanced marketing research and other current issues in marketing based on student and faculty interest.
MKTG-758
Seminar in Marketing
3 Credits
Special topics seminars offer an in-depth examination of current events, issues and problems unique to marketing. Specific topics will vary depending upon student and faculty interest and on recent events in the business world. Seminar topics for a specific semester will be announced prior to the course offering. These seminars may be repeated for credit since topics normally vary from semester to semester. (varies according to topic)
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.
MKTG-799
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3 Credits
The student will work independently under the supervision of a faculty adviser. (Instructor approval)

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