Yoshinori Endo Served as Lecturer for Special Open Lecture on "The Neuromarketing" at Nihon Kogakuin Hokkaido Vocational School

Business Science Japan Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Shogo Iwasa), which provides business skills training, next-generation leader development programs, and business consulting based on practical psychology, brain-science education, and neuromarketing insights, is pleased to announce that its Director, Yoshinori Endo, served as a lecturer for the open lecture "The Neuromarketing: Business Strategies to Connect Consumers' 'Want to Buy' to Action, Revealed by the Latest Science" at Digital Hollywood University (DHU) on Friday, April 17, 2026.

Lecture Overview

This lecture addressed the reality that in modern society, having a "good product or good service" alone is no longer enough to be chosen, and discussed how marketing, sales, and branding are essential to deliver valuable offerings to those who need them.

Particularly in today's world where information is rapidly increasing and people's attention and concentration are easily depleted, it is important to design a first impression that clearly communicates "who this is for," "what is being offered," and "what to do next." The lecture included a workshop where participants reviewed the top pages of websites and SNS in five seconds to experience the importance of first views.

Additionally, the lecture touched on the importance of creating a state where locally-rooted people can deliver value themselves, and building mechanisms that can continue to produce results even after external supporters are gone.

During the lecture, Endo explained that consumers' choices of products and services are significantly influenced not only by function and price but also by emotions, worldview, and trust in the brand. Using examples from major companies' marketing, he clearly explained how brands affect people's perception and purchasing behavior.

Furthermore, he discussed the "restrained self-expression" often seen in Japanese people. While humility is important, he emphasized that if you do not honestly convey the value you can provide, you cannot give others a choice, and stressed the importance of "honestly appealing the maximum safely achievable value."

The lecture provided participants with an opportunity to review how they present their own value and services and refine them into more compelling expressions. The company will continue to provide learning and practice opportunities to appropriately deliver the inherent value of regions, companies, and individuals to those who need it.

About Nihon Kogakuin Hokkaido Vocational School

Nihon Kogakuin Hokkaido Vocational School (comprehensive vocational school, located in Noboribetsu City, Hokkaido) is a vocational school where students can study a wide range of fields including IT, information processing, CG/design, tourism business, civil service, architecture, electricity/energy, automobile maintenance, and medical office. On the nature-rich Noboribetsu campus, education is provided to acquire specialized knowledge and practical skills in each field. Based on Nihon Kogakuin's philosophy, "Ideal learning lies in an ideal environment," the school aims to develop human resources who can play active roles in society through lectures, exercises, and practical training tailored to each specialty.

https://www.nkhs.ac.jp/

Profile of Yoshinori Endo

Ph.D. in Forensic Clinical Psychology / Neuromarketing (Brain Science Marketing) Trainer

Director of Business Science Japan Co., Ltd.

President of Business Science Training Academy.

Born in 1985 in Bunkyo-ku, Tokyo. Graduated from Saint Maur International School in Yokohama, Kanagawa Prefecture.

2006: Graduated from Lewis & Clark College in Oregon, USA with a major in Psychology and a minor in Chinese language.

2008: Completed a master's course in psychology at Carlos Albizu University in Florida, USA.

2013: Earned a Ph.D. in Clinical Psychology with a specialization in forensics from the same university (Doctoral Project: Endo, T. K. (2012) Test Construction: Clinician's Gay Male Competence Inventory. Doctoral dissertation, Carlos Albizu University). Subsequently obtained a national treatment license as a clinical psychologist in Oregon. Has experience supporting investigations for the Miami Police Department, FBI, and CIA.

2017: Recognized for contributions to reducing the drug-dependent population and honored by the City of Jupiter, Florida (2017 Best of Jupiter Awards – Drug Abuse & Addiction Center). Currently dedicated to disseminating practical business science, practical psychology, brain-science education, and neuromarketing, and fostering the next generation. Author of "Time Until It Sells: 39 Seconds Left – The Invincible Sales System Your Brain Can't Refuse" (Kizuna Publishing) and co-author of "The Textbook of Work" (Tokuma Shoten).

Latest Book

Title: The Neuromarketing: Business Strategies to Connect Consumers' 'Want to Buy' to Action, Revealed by the Latest Science

Author: Yoshinori Endo (Supervised by Tatsuo Koyama)

Release Date: November 12, 2025

Price: 2,640 yen (tax included)

Publisher: KADOKAWA

Amazon Product Page: https://amzn.asia/d/5xcO1r0

◼︎ Media Appearances

"Reasons for the Rekindling of 'Sanae Token'... The 'Fatally Misguided' Thinking of Promising Entrepreneurs" (Gendai Business) https://gendai.media/articles/-/165685#google_vignette

"Modern People Are Creating Environments Where They Brainwash Themselves on the Internet" – Expert Points Out Characteristics of People Easily Brainwashed by Smartphones (Weekly SPA!) https://nikkan-spa.jp/2146963

"When 'For Your Own Good' Becomes a Weapon That Ruins Lives... The Tragedy in Ikebukuro Reveals the 'Invasion of Goodwill' That Conscientious People Can't Escape" (Gendai Business) https://gendai.media/articles/-/166947

About Business Science Japan Co., Ltd.

Business Science Japan Co., Ltd. provides education and training based on scientific evidence such as behavioral psychology and behavioral economics, under the philosophy of "Bringing out human potential through science." To help individuals and organizations continue to achieve results in a rapidly changing society, the company focuses on systematizing knowledge and skills with reproducibility.

The "Business Training Academy" operated by the company offers practical programs for a wide range of people including entrepreneurs, executives, marketers, and salespeople. Emphasizing not only knowledge but also "experience," "execution," and "behavioral change," it ensures that learning is applied in the field.

Company Overview

Company Name: Business Science Japan Co., Ltd. Address: KS Floor, 5F, Resona Kudan Building, 1-5-6 Kudanminami, Chiyoda-ku, Tokyo Established: July 29, 2024 Representative: Shogo Iwasa Main Business: Provision of correspondence courses, corporate training, and open lectures based on behavioral science

Inquiries: https://bsc-japan.com/