Lizardo Vargas-Bianchi

Lizardo Vargas-Bianchi
Universidad de Lima · Escuela de Posgrado

PhD
Currently researching consumer decisions and interpersonal relationships within the framework of consumer culture theory

About

28
Publications
11,715
Reads
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45
Citations
Introduction
Lizardo Vargas-Bianchi is faculty member at the University of Lima. He directs and lectures in the master's degree in content management at the university's Graduate School, as well as in the Communication School. He researches in marketing communications and consumer behavior, with expertise on qualitative design and analysis techniques. His current interest focuses on consumption practices and brand usage oriented to leverage group belonging and interpersonal relations.
Additional affiliations
March 2019 - March 2020
Universidad de Lima
Position
  • Researcher
January 2018 - present
Universidad de Lima
Position
  • Professor (Associate)
January 2017 - December 2018
Universidad Peruana de Ciencias Aplicadas (UPC)
Position
  • Professor
Education
January 1998 - October 2002
Universidad de Navarra
Field of study
  • Marketing communications

Publications

Publications (28)
Chapter
Belonging Conduits are resources available in the market (such as products, services, or brands) that people use as a means to favor their affiliation to a group. The conduits are a construct of the belongingness-oriented consumption model, which explains the process that subjects follow when their consumption patterns favor their affiliation to a...
Article
This study aims to validate a data collection tool’s psychometric properties to explore whether business management research’s relevance is a high-order construct made up of its perceived interest and perceived relevance. The authors conducted a confirmatory factor analysis to validate a two-factor scale. The sample was composed of 148 MBA students...
Preprint
Full-text available
The spread of fake news has been increasing, which gives rise to a special interest in the development of identification and coping skills among news consumers so that they can filter out misleading information. Studies suggest that older people share more fake news from social media. There is scarce literature that analyse how baby boomers behave...
Preprint
Full-text available
Much research has been conducted on how consumption is related to human relations, for example, consumer communities organized around specific brands, or the way people use products to define their own identity and transmit a desired image. However, only a scarcity of research has examined the consumption behaviour when the fundamental intention is...
Preprint
Much research has been conducted on how consumption is related to human relations, for example, consumer communities organized around specific brands or the way people use products to define their own identity and transmit a desired image. However, only a scarcity of research has examined the consumption process when the fundamental intention is to...
Preprint
Full-text available
This study aims to analyze emotional appeals in brand advertisements themed in COVID-19 during the immediate months after the World Health Organization declared the coronavirus outbreak as a pandemic. The study focused on the frequencies of use of positive and negative emotional appeals in ad contents, and on the concurrent combinations of those ap...
Research
This essay elaborates about the dynamic relationship between consumers and products, taking in account well-being as an expected outcome, and the subjective manner in which individuals process information. Several concepts are taken in account: cognitive schemas, prior studies made on well-being and hedonic utility. The essay proposes a conceptual...
Method
Full-text available
Summary: This methodological note describes a qualitative design suitable for testing theories and theoretical models, using a deductive procedure and the pattern matching analysis technique. In this approach the researcher formulates a set of theory-based propositions and compares them with the empirically observed outcomes.
Article
Full-text available
PURPOSE: The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels o...
Preprint
Full-text available
A broad body of research may be found on how consumption associates with human relations, for example consumer communities organized around specific brands, or the way people use products to define their own personality and transmit a desired image. However, very little has been studied on the use of products or brands when the fundamental intentio...
Article
Full-text available
La relación entre el precio de un producto y su calidad percibida se encuentra reportada en la literatura académica. Son limitados los estudios que analizan este fenómeno en niños. Este estudio cuasi experimental posprueba entre grupos analiza el efecto del precio en el pronóstico de satisfacción en niños, cuando deben anticipar el desempeño de un...
Conference Paper
Full-text available
To address the need of teaching how to elaborate research papers, the dissertation seminars syllabi and curricula, of two postgraduate programs, were reviewed and adjusted to promote and practice scientific research as an appealing option. We also reevaluated the way of addressing lectures and advisory sessions. This effort has had positive results...
Article
Full-text available
RESUMEN: Investigaciones señalan que el consumo se correlaciona con la experiencia de bienestar subjetivo. No obstante, es poca la literatura que trata sobre este fenómeno entre jóvenes. Este estudio exploratorio tiene por objeto conocer el modo en que estudiantes universitarios perciben que el consumo y las marcas intervienen sobre el bienestar su...
Book
Marcas y Mentes es una compilación de columnas sobre psicología del consumidor y comunicaciones de marketing, publicadas en el diario de economía y negocios Gestión. Los textos cubren temas diversos de estos campos, como la atención, publicidad, percepción, toma de decisiones, la influencia de la memoria, hasta los sesgos cognitivos que intervienen...
Article
The purpose of this research is to identify, in pre-adolescents, the degree of effort or potential inhibition in the episodic and semantic evocation process that occurs when their attention is focalized due to their interaction with a videogame and to infer whether or not they can pay attention to and process advertising shown on videogames. A quan...
Article
Full-text available
Information processing and memory have an important role in stimulating, encoding and recall of advertising stimuli. Through an experimental study the present article seeks to identify the impact on short-term memory of visual rhetorical figures, comparing real advertisements and works of artist Magritte intervened and presented as branded advertis...
Article
Full-text available
Some theoretical frameworks suggest that consumer's propensity to buy a brand starts by choosing from a closed number brand consideration set, one which may be memory based. Advertising may work as an influential factor over memory as well as in the composition of these brand consideration sets. The present study observes the link between spontaneo...
Article
Full-text available
Academic literature on consideration sets and its influence in consumer behavior is comprehensive and addresses the phenomenon from different perspectives and disciplines. Most research regarding brand consideration sets has focused in adults. This paper seeks to broaden the understanding of consideration sets on children, particularly its relation...
Article
Full-text available
In academic literature the concept of brand familiarity has been accepted as a unidimensional construct, composed by cognitive factors. Based on this conception several studies have beendeveloped, mostly on the moderating effect of familiarity over different aspects of consumer behavior.This article presents two hypothesis criticising the unidimens...
Article
Full-text available
El artículo expone el tránsito que ha seguido el concepto de familiaridad de marca desde que fue abordado en la década del setenta, su definición técnica en el campo de las comunicaciones de marketing y los estudios del consumidor, hasta su comprensión y uso actual. Para ello, se ha revisado la literatura publicada en las revistas académicas entre...
Article
En los estudios que componen la literatura académica y profesional sobre el comportamiento del consumidor, se observan distintas propuestas sobre la forma en que las comunicaciones de marketing influyen en los individuos. Cada una de ellas corresponde a una postura sobre el alcance y posibilidades de influjo de la comunicación. En el presente artíc...
Article
Basándose en los estudios sobre procesamiento de información de marca, provenientes de las teorías de comunicación y comportamiento del consumidor desarrolladas en las últimas décadas, el artículo sugiere que el aprendizaje del consumidor favorece el incremento de la familiaridad y notoriedad de las marcas. La exposición publicitaria facilita que a...

Questions

Question (1)
Question
Methodological literature on theory testing using a qualitative deductive analysis with a pattern matching technique, indicates that a rival theory is required alongside the theory under review. How should one proceed when there are no rival theories proposed in the literature (that explain the phenomena in the same breadth)?

Network

Cited By

Projects

Projects (5)
Project
This project aims to analyze brand advertisements' content themed on Covid-19, regarding differences between ad formats, message appeals, media delivery systems and the types of advertised brands, during the stages of the global pandemic.
Project
The literature on teaching graduate students without previous research experience on the design of a research project and research methods is scarce. This study aims to know the incidence of the use of teaching practices that favor the design and development of a research project among graduate students.
Project
To analyse consumption behaviour, brand and product use, and the effect of marketing communications, when they are aimed at promoting an individual's sense of belonging.