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FUJIMORI Hiromi Professor |
Degree 【 display / non-display 】
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Ph.D. in Economics, Keio University, Valedictorian ( 2017.11 )
Employment Record in Research 【 display / non-display 】
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Tokyo University of Agriculture Faculty of International Agriculture and Food Studies Department of Food Environment Economics Professor
2026.04
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Tokyo University of Agriculture Faculty of International Agriculture and Food Studies Department of Food Environment Economics Associate Professor
2020.04 - 2026.03
External Career 【 display / non-display 】
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Cabinet Office, Governmnet of Japan ESRI, Economic and Social Research Institute Research Fellow
2018.04 - 2020.03
Country：Japan
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Ochanomizu University Associate Fellow
2017.04 - 2018.03
Country：Japan
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Aoyama Gakuin University
2015.04 - 2017.03
Country：Japan
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Aoyama Gakuin University
2014.04 - 2015.03
Country：Japan
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Aoyama Gakuin University Research Assistant
2013.04 - 2014.03
Country：Japan
Professional Memberships 【 display / non-display 】
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The International Behavioural Public Policy Association
2022.08
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Society for the Advancement of Behavioral Economics
2020.11 - 2021.12
Research Areas 【 display / non-display 】
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Humanities & Social Sciences / Theoretical economics / Behavioral Economics
Research Interests 【 display / non-display 】
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Behavioral Insight
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Behavioral Economics
Papers 【 display / non-display 】
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Toward Intuitive Nutrition Labeling in Japan: Integrating Consumer Comprehension Data and Experimental Gaze Measurement Reviewed International journal
FUJIMORI Hiromi, TAMAKI Shiho, KINJO Takuji, KOGOMORI Chieko
International Journal of Affective Engineering 25 ( 1 ) 103 - 118 2026
Authorship：Lead author Language：English Publishing type：Research paper (scientific journal) Publisher：Japan Society of Kansei Engineering
<p>This study investigates Japanese consumers’ comprehension of nutrition labeling and explores the potential of simplified front-of-pack (FOP) designs informed by behavioral economics and universal design. Using secondary data from a national survey (n = 5,758), we examined consumers’ understanding of carbohydrate composition, daily energy percentages, and sodium chloride equivalents. Results revealed substantial difficulties: only 23-24% correctly identified carbohydrate content, 39.9% understood daily energy percentages, and 20% recognized sodium chloride equivalents, with accuracy falling to 7.1% among individuals with hypertension. These difficulties were particularly pronounced among older adults and those with lower levels of education, highlighting inequities in accessibility. To complement these findings, we conducted a small-scale pilot eye-tracking experiment. Although preliminary, the experiment showed that under time constraints participants frequently skipped or overlooked key nutrition information, providing behavioral evidence that supports the survey results. Together, the dual approach of statistical and experimental evidence underscores the structural limitations of current labeling systems and demonstrates the need for more intuitive formats. We propose that battery-style FOP indicators could offer a promising solution by visually conveying nutrient sufficiency or excess, thereby supporting healthier food choices across diverse consumer groups in Japan.</p>
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Consumer Perception Survey for Labeling of Functional Tomato Juice: Use of Choice Architect to Recognize Functional Information in Japan Reviewed
FUJIMORI Hiromi, KITABATAKE Akiko, SUZUKI Mihoko
International Journal of Affective Engineering ISASE2022 ( 特集号 ) 1 - 6 2023.09
Authorship：Lead author Language：English Publishing type：Research paper (scientific journal) Publisher：Japan Society of Kansei Engineering
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Empirical Analysis of Behavioral Changes in Food Labeling Information: Based on a Behavioral Insight Method
FUJIMORI Hiromi, TAMAKI Shiho
International Symposium on Affective Science and Engineering ISASE2023 ( 0 ) 1 - 4 2023
Language：English Publisher：Japan Society of Kansei Engineering
<p>This research tries to survey the estimates of the importance of information displayed to consumers before purchasing a product, using expected results from an eye-tracking device as a behavioral insight method. This study combines measurement by eye tracker and an individual interview survey; the participant is equipped with an eye-tracking device, and the control group (participants without time constraints) and the intervention group (participants with time constraints) are set. Then, the degree of importance placed on the displayed information when a product is bought is estimated using biometrics data. Firstly, the consumer’s gaze fixation on the area of interest in the indicated product information, including the participant is presented with two graphic labels, and the Carbon Dioxide Emissions and the Organic Cultivation are measured, for comparison and evaluation. Judgment is made by demonstrating the cognitive process and attention to a specific element. Then, looking at the consumption information that was paid attention to by the presence or absence of time constraints. No statistically significant differences were found in most of the displayed information, however, the Nutrition Value was displayed with a significant trend (10%). The time looking at the label was 0.93 secs without time constraints, but only 1/3 (0.30 secs) with them. In purchase status, no statistically significant difference was detected with them at Carbon Dioxide Emissions, however, the Organic Cultivation in the amount of gaze information and the number of gazes by purchasers.</p>
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コロナ禍における調理行動とSNSの関係：首都圏の大学生を対象に Reviewed
若林英里, 玉木志穂, 滝沢侑果, 尾西愛子, 袴田真央, 正木佑磨, 菊島良介, 藤森裕美, 大浦裕二
『食農と環境』実践総合農学会 ( 29 ) 38 - 43 2022.05
Language：Japanese Publishing type：Research paper (scientific journal)
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リスク・時間選好がコロナ禍の食事形態選択に及ぼす影響ー首都圏の大学生を対象にー Reviewed
小峰彩奈・三笠恭平・下之園あすか・玉木志穂・菊島良介・藤森裕美・大浦裕二
『食農と環境』実践総合農学会 2022.05
Language：Japanese Publishing type：Research paper (scientific journal)
Books and Other Publications 【 display / non-display 】
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Behavioral economics : decision making and business revitalization in Japan
藤森 裕美
Union Press 2024 （ ISBN:9784909848208 ）
Language：English
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Neuroeconomics,Judgment, and Decision Making (Frotiers of Cognitive psychology) 『神経経済学と意思決定: 心理学,神経科学,行動経済学からの総合的展望』（第12章「リスク志向性の予測因子: フィッシング詐欺事例における判断と意思決定の改善」担当）
Evan A. Wilhelmsand Valerie F. Reyna, 竹村和久,高橋英彦 (監訳)井出野尚,林幹也,上田卓司,若山大樹,玉利祐樹,村上始,藤森裕美(訳)（ Role： Joint translator）
Psychology Press; 1 edition. 2014, 北大路書房, 2019
Language：Japanese Book type：Scholarly book
Misc 【 display / non-display 】
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Behavioural influencing in managing consumer health:Nudging consumers towards better decision-making International journal
Impact 30 - 32 2025.02
Authorship：Lead author
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Policies Using Behavioral Economics in Other Nations Invited
Hiromi Fujimori
Economic & Social Research, No.28, 2020, Spring, Economic and Social Research Institute, Cabinet Office, Government of Japan 28 15 - 16 2020.03
Authorship：Lead author Language：Japanese Publishing type：Article, review, commentary, editorial, etc. (bulletin of university, research institution)
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ロー・レビュー「国際シンポジウム “Law and Behavioral Economics with Contract, Corporate Law”開催報告と今後の発展」
藤森裕美
『法学セミナー』日本評論社 ( 5月 ) 1 - 5 2017.05
Language：Japanese
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学会・研究会レビュー「国際シンポジウム “Law and Behavioral Economics with Contract, Corporate Law”開催を振り返って」
藤森裕美
『経済セミナー』日本評論社 ( 2・3月 ) 114 - 117 2017.01
Language：Japanese
Honours, Awards and Prizes 【 display / non-display 】
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Certificate in Applied Behavioral Science Ethics
2021.10 Behavioral Economics Academy
Award type：International academic award (Japan or overseas) Country：Japan
Scientific Research Funds Acquisition Results 【 display / non-display 】
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An Empirical Analysis of Simplified Nutrition Labeling and Its Usefulness: Using Behavioral Insights
2023.04 - 2027.03
Grant-in-Aid for Scientific Research Grant-in-Aid for Early-Career Scientists
Hiromi FUJIMORI
Authorship：Principal investigator
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Behavioral Economics：Decision Making and Business Revitalization in Japan
2022.04 - 2024.03
Grant-in-Aid for Scientific Research Research Result Exhibition Promotion Expense,Academic Books
Hiromi FUJIMORI
Authorship：Principal investigator
Other External Funds 【 display / non-display 】
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注視するが選ばない：⽇本⼈消費者の視線・⽣理指標に基づく⾷品表⽰デザインの検討
2026.04 - 2029.03
公益財団法⼈ロッテ財団 2026年度 奨励研究助成【A】個⼈研究助成
Authorship：Principal investigator
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簡素化された食品表示ラベルの選択実験および意思決定プロセスの計測実験
2026.04
玉川大学脳科学研究所 2025年度社会神経科学研究拠点共同研究
Authorship：Principal investigator
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リアルオプション価値の権原賦存効果による コースの定理の効率性に関する考察：倒産企業 概要データベースを用いた統計的分析の結果から
2021.12 - 2022.11
公益財団法人全国銀行学術研究振興財団 研究助成
藤森裕美
Authorship：Principal investigator Grant type：Competitive
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事業再生市場の逆選択に係る法と行動経済学的考察：企業内容等の開示に関する内閣府令とアンカリング
2016.12 - 2017.11
公益財団法人全国銀行学術研究振興財団 研究助成
藤森裕美
Authorship：Principal investigator Grant type：Competitive
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International Symposium “Law and Behavioral Economics with Contract, Corporate Law”
2016.09
Egusa Foundation for International Cooperation in the Social Sciences 2015 grant for International Symposium
Akira TOKUTSU, Hiromi FUJIMORI
Authorship：Coinvestigator(s) Grant type：Competitive
Presentations 【 display / non-display 】
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Effects of NutriScore and Pictorial Labels Under Time Constraints:Impacts on Decision Quality, Load & Speed
Hiromi FUJIMORI, Takuji KINJO, Hibiki OSADA and Tetsuya MATSUDA
The 12th International Symposium on Affective Science and Engineering 2026.03
Event date： 2026.03
Language：English Presentation type：Oral presentation (general)
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Empirical Analysis of Behavioral Changes in Food Labeling Information: Based on a Behavioral Insight Method International conference
Hiromi FUJIMORI and Shiho TAMAKI
the 9th International Symposium on Affective Science and Engineering 2023.03 Japan Society of Kansei Engineering
Event date： 2023.03
Language：English Presentation type：Oral presentation (general)
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Food Labeling: Insights into Consumer Sensitivity and Behavior from Surveys on Taste and Functionality International conference
Hiromi FUJIMORI, Akiko KITABATAKE,and Mihoko SUZUKI
the 8th International Symposium on Affective Science and Engineering 2022.03
Event date： 2022.03
Language：English Presentation type：Oral presentation (general)
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Changes in Food Self-Sufficiency Rate in Japan from the Perspective of Food Mileage International conference
Shino Shimada, Hiromi Fujimori
the 8th International Symposium on Affective Science and Engineering 2022.03
Event date： 2022.03
Language：English Presentation type：Oral presentation (general)
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Towards Simplification of Nutrition Labeling : Use of Research Data for Secondary Analysis International conference
Hiromi FUJIMORI, Chieko KOGOMORI
7th International Symposium on Affective Science and Engineering 2021.03
Event date： 2021.03
Language：English Presentation type：Oral presentation (general)
Teaching Experience 【 display / non-display 】
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実験・行動経済学
2026.04 Institution：Tokyo University of Agriculture
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ミクロ経済学（二）
2025.04 Institution：Tokyo University of Agriculture
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ミクロ経済学（一）
2020.04 - 2025.03 Institution：Tokyo University of Agriculture
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cost-benefit analysis
Institution：ICU International Christian University
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Macroeconomics
Institution：Sophia University
Social Activities 【 display / non-display 】
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Reviewer
Role(s)： Consultant
Elsevier Asian Economic Journal 2023.09
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Certified Peer Reviewer Course, Certificate of Excellence
Researcher Academy, Elsevier 2023.07
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Reviewer
Role(s)： Consultant
Wiley Asian Economic Journal 2022.02
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Recognized Reviewer
Role(s)： Consultant
Elsevier European Research on Management and Business Economics 2019.05
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Member of Tax System Study
the Ministry of Finance, JAPAN 2018.12