Shikakeology and marketing

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)


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.

Original languageEnglish
Title of host publicationShikakeology
Subtitle of host publicationDesigning Triggers for Behavior Change - Papers from the AAAI Spring Symposium, Technical Report
Number of pages6
Publication statusPublished - 2013
Externally publishedYes
Event2013 AAAI Spring Symposium - Palo Alto, CA, United States
Duration: 2013 Mar 252013 Mar 27

Publication series

NameAAAI Spring Symposium - Technical Report


Other2013 AAAI Spring Symposium
Country/TerritoryUnited States
CityPalo Alto, CA

ASJC Scopus subject areas

  • Artificial Intelligence


Dive into the research topics of 'Shikakeology and marketing'. Together they form a unique fingerprint.

Cite this