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Education: 
  • Ph.D. in Marketing from University of Manchester, 2013
Experience: 
  • Assistant Professor of Marketing | Fort Hays State University | 2014-2017
  • Assistant Professor of Marketing | Hawaii Pacific University | 2013-2014
  • Assistant Project Director | SMS | 2012-2013
  • Business Development Coordinator | Aloha Pacific FCU | 2008-2009
Certifications: 
  • HubSpot Email Marketing
  • HubSpot Inbound Methdology
  • Hootsuite Social Media Marketing
  • Google Analytics
  • Hootsuite Platform Certification
Books: 
  • Moriuchi, E. (2016). Social Media Marketing: Strategies in Utilizing Consumer-Generated Content. Business Expert Press.
Chapters: 
  • Moriuchi, E. (2017). Marketing Research. Handbook of Japanese Management. Routledge.
  • Moriuchi, E. (2017). Japanese Consumer Behavior. Handbook of Japanese Management. Routledge.
Journals: 
  • Moriuchi, E. (2018). Is That Really An Honest Online Review? The Effectiveness of Disclaimers in Online Reviews. Journal of Marketing Theory and Practice.
  • 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 (1).
  • 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., & Takahashi, I. (2018). Integrated Consumer Shopping Decision Model: A Japanese Online Supermarket Context. Journal of Marketing Channels, 25 (2-3).
  • Moriuchi, E., & Jackson, P. (2017). Role of brand names and product types on bicultural consumers' purchase intentions. Journal of Consumer Marketing, 34 (1), 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 (2), 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.
  • 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.
Proceedings: 
  • Martin, M., Moriuchi, E., Martin, M., & Goebel, T. (2017). Empathy in Marketing Students: Are We Missing the Boat in Marketing Education. Marketing Management Association.
  • Moriuchi, E. (2017). Flipped Classroom and the Millennial Students. 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.
  • Martin, M., Moriuchi, E., Martin, M., & Goebel, T. (2017). Empathy in Marketing Students. Marketing Educator Association.
  • 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., & 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.
  • 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., & 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.
  • 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., & 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. (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). 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., 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 Approach. Academy of Marketing- Doctoral Colloquim.
  • 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.
Research Grants: 
  • 2017: Moriuchi, E., Willian and Anita Lusk Faculty of Distinction Award Research Grant.
  • 2017: Moriuchi, E., FEAD Grant.
  • 2016: Moriuchi, E., Yang, H., & Carlson, G., Undergraduate Research Experience.
  • 2014: Moriuchi, E., Undergraduate Research Experience.
  • 2010: Moriuchi, E., The Chartered Institute of Marketing (CIM) Charity Trust Bursary.
Working Paper: 
  • 2018: Moriuchi, E., Online Engagement Commerce: Messenger chatbots or Augmented Reality as the next interface between business and consumers.
  • 2018: Thal, K., & Moriuchi, E., Motivational factors that Affect the Adoption of a Gaming Travel App.
  • 2018: Moriuchi, E., The impact of Reviewer's Face in Online Reviews.
  • 2018: Moriuchi, E., Say What?:An Empirical Study on Accent and its Impact on Consumers' Purchasing Intentions.
  • 2018: Moriuchi, E., & Martin, K., Do you see what I see?: An Cross-Cultural Eye-tracking Approach toward Product Reviews.
  • 2018: Moriuchi, E., & Chung, C., Beyond Country-of-origin, Place image and Product Image: An Empirical Study on the Factors that affect American Consumers' Attitude and Purchasing Intentions.
  • 2018: Moriuchi, E., Do Voice-User Interfaces need to be Localized to increase Consumer Engagement?.

Emi Moriuchi

Assistant Professor
Marketing
MIS, Marketing & Digital Business
585-475-4355
LOW-3345
Office Hours: 

Tuesday & Thursday: 11:00am to 12:00pm

Or by appointment.

Staff Assistant: 
Sarah Geiss