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Shikakeology and Marketing

AAAI Conferences

The aim of this paper is to provide a deeper understanding of Shikake through the lens of marketing. “The aim of marketing is to make selling superfluous” is a famous quote by Peter Drucker. Its key message is that marketing is not an effort to control or force consumers to purchase products or services, but an activity to create a situation where consumers engage in consumer behavior spontaneously. The core essence of Shikakeology is a spontaneous behavior change, and it is fair to assume that marketing and Shikakeology share a fundamental philosophy. This paper defines the key concepts in the intersection of marketing and Shikakeology and attempts to classify Shikakes in the field of marketing in accordance with participants’ motivation and consciousness. Different types of consumer participation are described in case studies. Finally, attempts are made to reveal the key to success of a Shikake in the field of marketing and discuss future research opportunities.


Matsumura

AAAI Conferences

A shikake is an embodied trigger for behavior change to solve social or personal issues. In this paper, we give a general statement regarding the concept of Shikakeology as the science of shikake. The mechanism behind a shikake covers a wide range of physical and psychological triggers. From a shikake point of view, physical triggers are used to ignite psychological triggers, and psychological triggers work as a driving force for changing behavior. We will describe four simple shikake cases to explain the concept of shikake as well as the mechanisms of triggers. We choose to use case studies to make readers understand the mechanism of shikake as a starting point. We also present the idea of a Shikakeology ecosystem, which is a feedback loop between citizen science, academia, and education.


Abe

AAAI Conferences

In this paper first I introduce curation and affordance in chance discovery. According to Matsumura's definition, a shikake is a trigger to start a certain action or to change person's mind and behaviour. As a result of the action, all or part of problem will be solved. A chance and shikake are in a certain sense similar. In addition, affrodance seems to play a significant role in shikakeology. From the point I will discuss the relationships between chance discovery and Shikakeology.


A Shikake as an Embodied Trigger for Behavior Change

AAAI Conferences

A shikake is an embodied trigger for behavior change to solve social or personal issues. In this paper, we give a general statement regarding the concept of Shikakeology as the science of shikake. The mechanism behind a shikake covers a wide range of physical and psychological triggers. From a shikake point of view, physical triggers are used to ignite psychological triggers, and psychological triggers work as a driving force for changing behavior. We will describe four simple shikake cases to explain the concept of shikake as well as the mechanisms of triggers. We choose to use case studies to make readers understand the mechanism of shikake as a starting point. We also present the idea of a Shikakeology ecosystem, which is a feedback loop between citizen science, academia, and education.


Shikakeological Approach for Health Enhancement

AAAI Conferences

In this paper, we first introduce the concept of shikake as a trigger for behavior change. Based on the concept, we investigate shikakeological approaches for enhancing health-related behavior. As a case study, we introduce our approach that aims to enhance healthy eating behavior by planting an easy choice. We conducted an experiment in which boiled pumpkins were placed on the counter as an alternative choice to extra rice bowls in the university cafeteria. Our experiment showed that the dietary behaviors of students could be improved easily by a simple shikake.