Gianluigi Guido

Università del Salento | Unisalento · Department of Economic Sciences

The purpose of this paper is to contribute to a better understanding of the role of the heterosexual orientation on men's product choices in different consumption contexts. The research provides empirical evidence for a bias-here called pink bias-that leads male consumers to avoid consumption of pink-colored products because of a gender-related pre...

Recently, healthcare companies have delegated certain services offered to patients (e.g. the provision of information, the booking of medical visits, the payment of bills) to electronic conversation agents (chatbots) installed in virtual touchpoints. In order to make communications realistic, the designers endowed the communication interfaces with...

Il presente lavoro investiga le opportunità di business dei Non-Fungible Token (NFT) nell'ambito del settore del lusso ed i possibili effetti sulle strategie di marketing delle marche di lusso (o luxury fashion brand). Nello specifico, date le caratteristiche in termini di immodificabilità e univocità della proprietà degli oggetti digitali basati s...

Blockchain technologies are enabling unprecedented opportunities. For example, in the healthcare business, blockchain solutions can store sensitive patient data more securely and improve the rapidity with which healthcare systems worldwide can respond to emergencies as we are experiencing now during the current pandemic (i.e., tracking outbreaks an...

Blockchain is a buzzword today, and its application is daily increasing. Recently, literature has proposed the new concept of the Internet of Value (IoV), which refers to a view of the Internet as a means where value is transferred as easily, cheaply and reliably as data is now transferred. The ever-growing interest in Blockchain research and pract...

This chapter conceptualizes NFTs, describes their creation process, and illustrates their main characteristics (i.e., unicity, indivisibility, and scarcity), which differentiate them from Fungible Tokens (e.g., cryptocurrencies). It presents the technical aspects of NFTs and the main technology behind them, the so-called Blockchain, which essential...

This chapter suggests the notion that, in addition to materialism (i.e., the individuals’ tendency to appreciate material possessions more than spiritual values), status consumption orientation (i.e., the individuals’ tendency to consume products that confer them a sense of prestige) could be another determinant of consumers’ intention to purchase...

L'analisi della letteratura aziendale e di marketing, e il conseguente sviluppo di programmi educativi postgraduate in argomento, rivelano come il tema delle startups non sia stato ancora sufficientemente affrontato e dibattuto. Ci sono stati dei tentativi meritevoli in Italia, come quelli di Salvatore Vicari e colleghi (De Luca et al. 2010), tra i...

This study evaluates the effectiveness of textual and visual warnings used to inform consumers about the nutritional content of sugary drinks. Specifically, the investigation aims to analyze the consumers' perception of the quantity of sugar contained in Sugar Sweetened Beverages and to evaluate whether the warning messages, expressed through a tex...

This paper investigates the roles of product intelligence, change seeking, and behavioral control in determining consumers' intention to use Artificial Intelligence-based self-driving cars. In an experimental study conducted with a sample of 343 respondents, we show that consumers might feel more in control when driving such cars, and such an incre...

This study aims to investigate the factors affecting the decision to revisit a cultural heritage destination and recommend it to others (heritage destination loyalty). A mediation model is directed to understand the role played by intrinsic factors – related to tourists’ personal characteristics – extrinsic factors – the destination heritage offers...

Purpose Employing a hierarchical model of personality, prior research suggests that cardinal traits such as conscientiousness and agreeability predict central traits such as materialism and need for arousal that in turn impact surface traits such as onychophagia and compulsive buying. More research is needed to explore additional central traits and...

Purpose This study investigates the transmission of art-related aspects (i.e. art products or services and people's experiences at museums) via word-of-mouth (WOM) from a personality perspective. Specifically, the study explores the effects of the Big Five personality traits (based on the five-factor model) and market mavenship (i.e. the propensity...

New technologies represent an important challenge for all sectors across the world, becoming a relevant opportunity for the luxury hospitality industry as well. This study empirically investigates the effects of openness to change and status consumption orientation in influencing luxury hotel guests' perceived usefulness of voice assistants when in...

Recent studies have focused on the emerging scenario of ‘active ageing’ as a series of positive actions aimed at fostering elderly adaptability by supporting emotion- ally close relationships and removing age-related structural barriers. Active ageing may be stimulated not only by leveraging technological and scientific innovations but also by impl...

This book focuses on the relevance of non-fungible token-based products in the current hyper-digitalized and hyper-connected world. Connecting the new NFTs’ technologies with academic literature on marketing, the authors high-light future research streams as well as strategies and fac-tors that marketers and managers can use to promote this new typ...

This chapter investigates the potential interactive effect of consumers’ innovativeness (i.e., their desire to be among the first to try or buy a new product) and status consumption orientation (i.e., their tendency to consume products that confer them a sense of prestige) on their intention to purchase NFT-based products. The chapter presents an e...

This chapter proposes the notion that materialism (i.e., the individuals’ tendency to appreciate material possessions more than spiritual values) could be a major determinant of consumers’ intention to purchase NFT-based digital products. Thus, it presents an empirical study that tests this notion in a virtual artworks’ setting. The obtained result...

Given the increasing relevance and popularity of NFTs in online markets, this chapter presents a review of the available marketing literature on this subject. This review adopts a systematic approach that combined proper technology-related and business-related keywords to search for relevant papers published on the topic from 2015 to 2021 and avail...

Smart mobility is a key priority for sustainable development across the globe. Thus, marketers and policymakers need to understand which consumer characteristics are relevant for successfully promoting this form of transportation. By considering the context of electric scooters, which have recently spread in many cities around the world, the presen...

This paper provides a review of the marketing literature on elderly consumers' health choices and risk perceptions, in order to summarize the state of the art and provide a comparison term for future studies. The research was carried out on scientific articles published from 1970 up to 2019, in a selection of 100 thematic journals. The results conf...

While the concept of experience has attracted considerable attention in tourism, the research on psychological flow, as a mental state that tourists may derive from extraordinary experiences, has remained limited, especially in the field of tourism marketing. Yet, this concept might have an important role in promoting sustainable forms of tourism....

High-tech startup marketing represents today a promising research topic, due to the novelty of such business and the technological contents provided in their proposed products. Literature shows that digital marketing strategies and specifically online activities (e.g., advertising), especially those conducted through the use of social media, may be...

This research develops a fuzzy logic-based expert system that models the three main dimensions of sustainable development (SD) (social, economic and environmental) in relation to local areas. We applied this system to a lagging Southern Italian province that includes 97 municipalities with different levels of development. This approach allowed for...

The purpose of this paper is to investigate entrepreneurs’ adoption of the “innovative start-ups” as legal tools introduced in Italy to sustain entrepreneurship by, considering Southern Italy (Apulian Area) characterized by an economic fabric made of SMEs in the primary and tourism sectors, and few large industries as a research setting. A qualitat...

Purpose –The purpose of this research is to demonstrate the effectiveness of pictorial warning labels that leverage the risk of obesity as a deterrent against alcohol abuse. It evaluates the impact of three different kinds of warning labels that can potentially discourage alcoholic drinking: (1) a claim, in text format, that cautions consumers abou...

Purpose The purpose of this paper is aimed to examine natives' Fervid Attachment to religious rites, as a part of cultural heritage, in its extrinsic (sense of belonging, rituality) and intrinsic (intimate bond, emotionality) characteristics, by shedding light on how leveraging on these characteristics could be emphasized to promote sustainable loc...

This study investigated consumers' perceptions of green products derived from a circular economy production, by shedding light on the role of perceived social welfare. Furthermore, the paper considered two moderators: perceptual variables on green products and psychological variables on the environment. The analysis was performed in the aquaculture...

Background The marketing literature suggests that consumers prefer simple messages; however, text clarity—i.e., the extent to which a message is communicated in plain and unambiguous language—has rarely been investigated in the context of health claims. Scope and approach Focusing on extra-virgin olive oil (EVOO), this commentary investigates how...

In the tourism sector, according to the Theory of push and pull motivations (Crompton, 1979; Su et al., 2020), it is possible to distinguish between push factors (or motivations) – tourist desires for rest, health, adventure, social interaction – and pull factors– attributes of the destination, such as parks, beaches, events, monuments, and cultura...

Many companies operating in the transport sector strive to keep their customers loyal over time (Chaudhuri and Holbrook, 2001). However, events that can lead the consumer to choose other companies can happen. Examining the literature (Zarantonello et al., 2016), there are three types of events and situations (negative events): i) episodes of consum...

The purpose of this study is to investigate marketing theories applied to cultural organizations and destinations, namely heritage personality, intended as the identity and the image of a tourist destination perceived by visitors (Di Vittorio et al., 2019), visitor’s satisfaction (Wilkie, 1994; Guido, 2014) and destination loyalty (Prayag and Ryan,...

Purpose This study examines the effect of both objective knowledge (i.e., what arts audience members actually know about art) and subjective knowledge (i.e., what arts audiences members think they know about art) on their propensity for experience-sharing (i.e., the tendency to share art-related experiences with other individuals). In addition, the...

This study provides a theoretical framework to assess the combined effect that traffic stream and music could have on consumers’ shopping behavior throughout their journey to the stores. Through the Virtual Reality (VR) simulation of a car journey, two traffic conditions (light/heavy) and two types of music (relaxing/energizing) were tested, evalua...

This chapter explores how luxury and fast fashion brands have been affected by omnichannel strategies, which refer to the opportunity to integrate online and offline channels to create a seamless shopping experience aimed at engaging customers. Through a quali-quantitative research approach, the study examines the potential effects of the implement...

The aim of this paper is to report on a study that analyzes the relationship between distinctive alcohol warning messages and the intention to purchase alcoholic beverages. More specifically, it assesses the influence of three different kinds of message warnings: i) a responsibility warning statement; ii) a synthetic nutritional table; iii) an imag...

The coronavirus disease (COVID-19) is changing consumers’ behavior (McKinsey, 2020). However, no studies have explored how such changes might have changed due to lockdown. The present qualitative research explores how consumers’ consumption orientation may evolve during a pandemic as a consequence of the COVID-19 shutdown. Through a series of semi-...

The purpose of this study is to examine the opportunities resulting from online interactions, by shedding light on the most prominent topic in the field of online marketing. A systematic review of academic studies published in the past 15 years (20052020). Results systematised according to the RACE (reach > act > convert > engage), revealed useful...

The purpose of this paper is to investigate elderly choices and behaviors in financial services markets. A systematic review of a five-decade period (1970-2019) of academic research in the marketing field was carried out in order to identify elderly consumers' decisions regarding financial asset management and legacy, highlighting the main findings...

Purpose The main purpose of this research is to evaluate Gluttony's role in consumers' compulsive buying behaviour. Specifically, the authors want to identify the main psychological antecedents of the construct (expressed with the Big Five) and the moderating effects of shopping motives (in the two dimensions hedonism and utilitarianism). Design/m...

Technology represents a relevant challenge for today’s luxury brands. However, although new technologies like smart objects might be useful to improve luxury consumption experiences, their effectiveness from a consumer perspective is still unexplored. In particular, no studies have to date investigated the role of status consumption into the accept...

Purpose-The purpose of this study is to review scholarly research on elderly consumers' information processing and suggest implications for services marketing. Design/methodology/approach-The review encompasses a five-decade period (1970-2018) of academic research and presents relevant literature in four main areas related to information processing...

Purpose The purpose of this study is to review scholarly research on elderly consumers’ information processing and suggest implications for services marketing. Design/methodology/approach The review encompasses a five-decade period (1970–2018) of academic research and presents relevant literature in four main areas related to information processin...

Purpose This research investigates the effectiveness of the four health claims that the European Union (EU) authorized for extra-virgin olive oil (EVOO) in terms of perceived text clarity, text interestingness, message credibility and information diagnosticity, along with the claims' effect on product attractiveness and consumers' purchase intentio...

Psychological flow refers to a positive experiential state, based on enjoyment, concentration, and low self-awareness, which occurs during active task performance, when the performer is totally connected to the performance, in a situation where personal skills equal required challenges (Csikszentmihalyi 1990; Jackson and Marsh 1996; Ullén et al. 20...

Museums and art galleries may benefit from creating an image of environmentally responsible organizations using green marketing messages. However, the effectiveness of these messages often depends on how they are framed, an aspect that may impact message recipients’ perception of and intentions toward such organizations. The present research addres...

Digitization blurs the lines between technology and management, facilitating new business models built upon the concepts, methods and tools of the digital environment. The purpose of this study is to investigate the role of the Internet of Things (IoT) and Big Data in terms of how businesses manage their digital transformation. The paper argues tha...

The adoption of green technologies, i.e., technologies affecting energy usage in residential buildings is a highly debated research issue among researchers in environmental behavior. During last decades, environmental management literature focused on how governments or companies could develop strategies aimed at fostering the adoption of these meas...

This study investigates how disvalues-socially negative inclinations of the personality opposed to one's values-and negative traits-a tendency to be insensitive, egotistic, and malevolent in interpersonal relationships-can affect consumer behavior. Operationalized by the Seven Deadly Sins (i.e., Envy, Gluttony, Greed, Lust, Pride, Sloth, and Wrath)...

Although extra-virgin olive oil is a primary component of the Mediterranean diet, there is a limited understanding about whether consumers might purchase this product out of its health properties. Furthermore, prior literature on the impact of health claims (i.e., statements about a food product’s positive effects on consumers’ health) on consumer...

This research investigates consumers' reactions to luxury versus mass-market fashion products that are produced in an unsustainable manner. In particular, this research empirically assesses whether and why third-party information revealing the unsustainable nature of luxury versus mass-market fashion products may increase consumers' intention to en...

Luxury goods are typically marketed by global brands and are associated to excellence, exclusivity and premium pricing. However, consumers may buy and consume luxury goods because of internal and self-related motivations—e.g., individual style and quality—or of external and others-related motivations—e.g., status signaling and prestige. This resear...

Luxury goods are typically marketed by global brands and are associated to excellence, exclusivity and premium pricing. However, consumers may buy and consume luxury goods because of internal and self-related motivations—e.g., individual style and quality—or of external and others-related motivations—e.g., status signaling and prestige. This resear...

CRISI E TRASFORMAZIONE DEI DISTRETTI CALZATURIERI PUGLIESI Analisi strutturale, strategica e relazionale dei sistemi territoriali di Casarano e Barletta nell’ultimo ventennio Dalla metà degli Anni ’90, i distretti industriali italiani hanno dovuto fronteggiare una crescente crisi economica, connessa principalmente alla globalizzazione e al dilagar...

Flyers (i.e., printed means of weekly/monthly communication) constitute one of the most relevant forms of advertising for retailers. However, extant retailing research has only examined a limited number of promotion types advertised through store flyers, finding ambivalent results and neglecting to consider their combined effect on sales. Using mac...

This research examines how touching (versus not touching) tactile-functional products—namely those that provide a tactile feedback related to their utilitarian characteristics—affects these products’ expected ease, as well as consumers’ attitudes and intentions toward them. Three experimental studies investigated these effects by focusing on consum...

Understanding how message framing and companies' trustworthiness determine the effectiveness of green marketing communications Framing green marketing messages on the possible benefits (versus drawbacks) deriving from the implementation (or not) of a given behavior may significantly influence the effectiveness of this form of communication. Existin...

Despite society’s increasing sensitivity toward green production, companies often struggle to find effective communication strategies that induce consumers to buy green products or engage in other environmentally friendly behaviors. To add clarity to this situation, we investigated the effectiveness of negative versus positive message framing in pr...

Although extra-virgin olive oil is a basic component of the Mediterranean diet and features recognized health benefits, scholars have scarcely investigated whether consumers are willing to respond more for olive oil due its health properties. Furthermore, prior studies have found mixed and contradictory findings when assessing the effects of health...

Questionari e files relativi alle analisi presentate nel testo "Il Marketing Territoriale: Pianificazione e ricerche" e al relativo manuale "Lezioni di marketing territoriale" di G. Guido e G. Pino, oltre a un set di esercizi da utilizzare come prove intermedie nel programma dei corsi. (Sono disponibili anche oltre 500 diapositive PowerPoint, su ri...

Il benessere delle comunità nazionali deriva sempre più dalle interazioni tra Sistemi Territoriali Locali (STL) di medie dimensioni (città, distretti, regioni), che ne costituiscono il tessuto economico, sociale e ambientale. Il marketing territoriale è un approccio finalizzato a indurre i fruitori di questi STL – residenti, turisti, imprese locali...

Diapositive ed esercizi a corredo del testo di Gianluigi Guido e Giovanni Pino: "IL MARKETING TERRITORIALE: Pianificazione e Ricerche", Bologna: Il Mulino, 2019 (Manuale delle lezioni, pp. 466).

Slow tourism"represents an emerging and sustainable form of tourism. This research aims to deepen current understanding of experiential dimensions of camping, considered as a form of "slow tourism" (Blichfeldt and Mikkelsen, 2015; Moira et al. 2017), and investigate their effects on visitors' intentions. The research adopted the framework provided...

In recent years, elderly consumers—i.e., those older than 60 (Guido, 2006)—have seen dramatic shifts in the goods they purchase, both by type and volume. In contrast to the old stereotype—which depicted these consumers as poor, sick, inactive, and scarcely inclined to spend their money—the elderly are tendentially richer, healthier, more active and...

How do social cues in the immediate environment affect older consumers' tendency to feel younger? And what is the impact of this tendency on consumption? This research investigates the malleability of older consumers' feel-age and the underlying mechanisms by focusing on the influence of contextual social cues and the downstream effects on consumpt...

Objectives The aim of this research is to identify the best marketing strategies to communicate the health value of the olive oil product. Specifically, the research investigates the effects of different label health claims authorised by the EU Register on Nutrition and Health Claims on consumers' attitudinal (i.e. attitude toward the product) and...

Social media have become an indispensable tool for promoting events and tourist destinations, but some tourism organizations are still unable to exploit their full potential. The present research addresses this issue and proposes a methodological framework that could help managers increase users’ online engagement with tourist events and destinatio...

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements. In two studies, the researchers examined the effects of exposing consumers to print advertisements containi...

Cultural organizations seek to attract and retain a broad range of audiences by offering them emotional, cognitive, and memorable experiences, able to satisfy their expectations and desires. To understand cultural organizations' audiences, it is crucial to investigate why many people never visit, why other people visit occasionally, and why still o...

Purpose This paper aims to contribute to the literature on place marketing by focusing on the concept of strategic needs, i.e. the set of strategic priorities that a place could achieve in a medium- to long-term horizon to improve its development. Design/methodology/approach The research examines the strategic needs of four local territorial sys...

During the last decades, governments and companies have developed a wide range of strategies aimed at fostering the diffusion of Energy Efficiency Measures (EEMs)—i.e., the set of innovative materials and construction methods able to provide the same level of service by using less energy. In this regard, examining the ways in which households perce...