ハン ムンヒ
  韓 文煕   経済学部 経営情報学科   教授
■ 標題
  純粋経験、身体化認知とマーケティング(Pure Experience,Embodiment and Marketing)
■ 概要
  Since the cognitive revolution(1960s-1970s), the information processing approach (computer model) has been the dominant paradigm in consumer behavior and social psychology. While the information processing paradigm facilitated enormous progress in psychological and consumer behavior research, it can be argued that it neglected phenomena (pure experience of human mind) that were not easily conceptualized within a computer metaphor .
According to the embodied (situated) cognition view, the nature of human mind is not a mental representation (like information processing model) but an enactive and bodily sense-making system. In late 1890s and early 1900s, William James and Henri Bergson developed a philosophy of pure experience (the stream of consciousness) and duration(the continuity of becoming, the continuous flux). We can think that their philosophies are based on the embodied and enactive nature of human mind in lifeworld.
In this background, this paper examines the essence (pure experience, duration) of two philosophers, concerning the recent studies of embodied (situated) cognition for genuine understanding of consumer behavior and marketing.
   単著   北星論集(経済学部)   pp.31-53   2017/03