Skip to main content
Log in

Enhancing engagement behavior using Shikake

  • Original Article
  • Published:
AI & SOCIETY Aims and scope Submit manuscript

Abstract

Marketing communication has recently become increasingly interactive due to the widespread use of social media and requires wider participation by consumers. One method that facilitates this interaction is Shikake, which is defined as a trigger for behavior change. The aim of this paper is to demonstrate the effectiveness of Shikake with respect to enhancing customer engagement behavior, which is defined as customers’ behavioral manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers. This paper introduces various approaches that can be used to trigger customer engagement behavior, such as brand relationships, behavioral economics, and human–computer interaction, emphasizes the power of design framing and triggers, and attempts to classify Shikake in the field of marketing according to participants’ motivation and consciousness. Finally, the paper attempts to reveal Shikake’s key success factor in the field of marketing and discusses future research opportunities.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

References

  • Bargh JA (2002) Losing consciousness: automatic influences on consumer judgment, behavior, and motivation. J Consum Res 29(2):280–285

    Article  Google Scholar 

  • Bargh J, Chartrand TL (1999) The unbearable automaticity of being. Am Psychol 54(7):462–479

    Article  Google Scholar 

  • Bettman JR (1979) An information processing theory of consumer choice. Addison-Wesley, Massachusetts

    Google Scholar 

  • Chartrand TL, Fitzsimons GJ (2011) Nonconscious consumer psychology. J Consum Psychol 21(3):1–3

    Article  Google Scholar 

  • Deterding S, Sicart M, Nacke L, O’Hara K, Dixon D (2011) Gamification: using game design elements in non-gaming contexts. Proceeding in CHI EA ‘11 CHI ‘11 Extended Abstracts on Human Factors in Computing Systems, pp 2425–2428

  • Dijksterhuis A, Bargh JA (2001) The perception-behavior expressway: automatic effects of social perception on social behavior. In: Zanna MP (ed) Advances in experimental social psychology. Academic Press, San Diego, pp 1–40

    Google Scholar 

  • Dijksterhuis A, Smith PK, van Baaren RB, Wigboldus DHJ (2005) The unconscious consumer: effects of environment of consumer choice. J Consum Psychol 15:193–202

    Article  Google Scholar 

  • Howard JA, Sheth JN (1969) The theory of buyer behavior. Wiley, NY

    Google Scholar 

  • Kahneman D (2011) Thinking, fast and slow. Farrar, Straus and Giroux, USA

    Google Scholar 

  • Kraut RE, Resnick P (2012) Building successful online communities: evidence-based social design. MIT Press, Cambridge

    Google Scholar 

  • MacInnis DJ, Park WC, Priester JR (eds) (2009) Handbook of brand relationships. M.E. Sharpe Inc, New York

  • MacLeod D (2011). Tontine fresh pillows. http://theinspirationroom.com/daily/2011/tontine-fresh-pillows/. Accessed 10 January 2013

  • Prahalad CK, Ramaswamy V (2004) Co-creation experiences: the next practice in value creation. J Int Mark 18(3):5–14

    Article  Google Scholar 

  • Punj GN, Staelin R (1983) A model of consumer information search behavior for new automobiles. J Consum Res 9(4):366–380

    Article  Google Scholar 

  • Ratchford BT (1982) Cost-benefit models for explaining consumer choice and information seeking behavior. Manage Sci 28(2):197–212

    Article  Google Scholar 

  • Rossiter JR, Percy L (1997) Advertising communications and promotion management, 2nd edn. McGraw-Hill, New York

    Google Scholar 

  • Schultz J (2010) Speed camera lottery wins VW fun theory contest.http://wheels.blogs.nytimes.com/2010/11/30/speed-camera-lottery-wins-vw-fun-theory-contest/. Accessed 30 November 2010

  • Solomon, ME (2006) Consumer behavior: buying, selling, and being, 7th edn. Pearson Education, New Jersey

  • Takatalo J, Miller D, Hakkinen J (2013) Experience, engagement, and Shikake. AAAI Press Technical Report SS-13-06, pp 95–100

  • Thaler RH, Sunstein CR (2008) Nudge: improving decisions about health, wealth, and happiness. Yale University Press, New Haven, CT and London

  • Tversky A, Kahneman D (1981) The framing of decisions and the psychology of choice. Science 211(4481):453–458

    Article  MATH  MathSciNet  Google Scholar 

  • van Doorn J, Lemon KN, Mital V, Nass S, Pick D, Pimer P, Verhoef PC (2010) Customer engagement behavior: theoretical foundation and research directions. J Serv Res 13(3):253–266

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Hikaru Yamamoto.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Yamamoto, H. Enhancing engagement behavior using Shikake. AI & Soc 30, 519–525 (2015). https://doi.org/10.1007/s00146-014-0554-7

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s00146-014-0554-7

Keywords

Navigation