Emi Moriuchi Headshot

Emi Moriuchi

Assistant Professor

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

585-475-4355
Office Location

Emi Moriuchi

Assistant Professor

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

Education

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

585-475-4355

Select Scholarship

Articles
Moriuchi, E., (2021). The impact of country of origin on consumers' pricing judgments in ecommerce settings. International Marketing Review.
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.
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., 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., (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., & 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.
Moriuchi, E., (2015). 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. 206.
Martin, M., & Moriuchi, E. (2015). The importance of university traditions and rituals in building alumni brand communities and loyalty.. Academy of Marketing Studies.
Books
(2019). Social Media Marketing: Strategies in Utilizing Consumer-Generated Content, 2nd Ed.. Business Expert Press. Moriuchi, E.,
(2017). Handbook of Japanese Management. Routledge. Moriuchi, E.,
(2017). Handbook of Japanese Management. Routledge. Moriuchi, E.,
(2016). Social Media Marketing: Strategies in Utilizing Consumer-Generated Content. Business Expert Press. Moriuchi, E.,
Chapters
(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.,
Journals
Moriuchi, E., (2021). The impact of country of origin on consumers' pricing judgments in ecommerce settings. International Marketing Review.
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.
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., 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., (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., & 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.
Moriuchi, E., (2015). 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. 206.
Martin, M., & Moriuchi, E. (2015). The importance of university traditions and rituals in building alumni brand communities and loyalty.. Academy of Marketing Studies.
Proceedings
Moriuchi, E., & Gonzalez-Fuentes, M. (2019). Does Reviewer&apos&#x3b;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., (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.
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.
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.
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., (2017). Flipped Classroom and the Millennial Students. 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., & 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.
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.
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., Martin, M., & Smith, R. (2015). &quot&#x3b;The Importance of University Traditions and Rituals in Building Alumni Brand communities and Loyalty. Allied Academies Spring International Conference.
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., & Ackerman, D. (2015). Incorporating Google Online Challenge in E-Marketing Classes. Marketing Educator Association.
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., (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). 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.
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-320
3 Credits
Internet marketing is critical to an organization's overall strategy. This course focuses on tactics and strategies that enable marketers to fully leverage the internet. Topics include the overall internet marketing landscape, technologies, customer segmenting and targeting, search, analytics and emerging internet-marketing platforms.
MKTG-772
3 Credits
This course examines the impact that the internet has on traditional and contemporary business-to-consumer marketing activities. It explores these implications in both strategic and tactical terms to enhance organizations' levels of competitiveness. The course identifies the use of the internet in enhancing value for consumers and considers the leverage of the latest technologies, trends, e-culture and innovation through the medium of the internet.
MKTG-310
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.

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