Silvia Bellini

• University of Parma

The promotion of responsible behavior is one of the main areas of nudging and, more recently, digital nudging. Technologies can enable new forms of horizontal and vertical relationships in a pre-competitive context where negotiating perspectives are overcome by a collective benefit that can generate reputational effects. In this case, the role of I...

La promozione di comportamenti responsabili all’interno della società si è affermata come uno dei principali domini applicativi del nudging, e più recentemente, del digital nudging. Nonostante la crescita degli studi in argomento, l'efficacia dei digital nudge per quanto riguarda le decisioni sostenibili dei consumatori è ancora in gran parte inesp...

Purpose The purpose of this paper is to develop a comprehensive model of impulse-buying that considers the impact of mobile device use on shopping behaviour as a tool for shopping preparation or as a tool for self-regulation. Design/methodology/approach Data were obtained through a single-stage mall intercept survey method using a structured quest...

The penetration of mobile devices has reshaped consumers’ shopping journeys, drawing the attention of both scholars and practitioners. Over the last two decades, a rich strand of empirical studies across disciplines has been conducted on the factors underlying mobile shopping behavior. We provide and test a comprehensive framework for both the key...

Purpose The research aims to investigate how individuals can be persuaded to make purchases through repeated and personalized messages. Specifically, the study proposes a framework of the potential benefits and risks of the online behavioral and data-driven digital advertising (OBA), which can help researchers and practitioners to better understand...

The World Health Organization (WHO) suggests people to eat at least five portion of fruits and vegetables a day, but the level of consumption of this category is far from been reached. Considering that the majority of food purchases occurs in grocery context, increasingly in e-commerce channels, understanding how retailers could improve food choice...

Purpose The wide literature about healthy behaviours posits that a high level of self-control is required in order to make healthy choices. This work intends to demonstrate that retailers, through the management of in-store marketing levers, can influence shopping behaviour, no matter which is the individual tendency to engage in cognitive behaviou...

One of the most discussed topics in the academic literature is the adoption of new technologies by consumers. However, researchers conducted few studies on the adoption of mobile apps for grocery shopping. Particularly, the few researches carried out focused on the adoption of mobile commerce by consumers, while no study was concerned with the use...

The present work aims to implement a ‘healthy checkout’ in a real retailing environment in order to demonstrate that this kind of intervention can be a win-win strategy for both shoppers and retailers in a long-term perspective. A field experiment has been conducted in five stores belonging to a leading Italian Retailer in the north of Italy, where...

Purpose The purpose of this paper is to investigate the role of in-store mobile usage on purchase decision making in order to understand whether and to what extent the use of the device changes the shopper behavior in terms of planned and unplanned purchases even across different retail store formats. Design/methodology/approach Data were obtained...

Purpose The purpose of this paper is to assess the importance of nutritional information in the selection of healthy food products and test the effects of different communication stimuli on people with different levels of self-control (NFC used as a proxy). Specifically, the authors posit that easy-to-process and intuitive nutritional information c...

Environmental changes, specifically the economic crisis and the growing penetration of digital technologies, have produced significant changes in shopping habits designed to create new paradigms for impulse buying behaviour. A new scenario seems to be opening up where customers enter the store much more prepared than in the past searching for produ...

Over the last decade, retailers and manufacturers alike are increasing their attention to the role of instore mobile technology use with the aim to understand its impact on consumers’ decision making process. The rise of the mobile channel, in fact, has produced disruptive changes in shopping habits designed to gradually reduce the effectiveness of...

Changes in consumers’ environment, specifically the economic crisis and the growing penetration of digital technologies, have produced significant changes in shopping habits, designed to gradually reduced the effectiveness of in-store marketing levers in influencing shopping behaviour. On one hand, due to the global economic downturn and the associ...

Italy is the first country in the world for certified production, but consumers are not able to recognize the distinctive features of typical food products yet. They often confuse local and typical products, they have a limit knowledge about European Certification and they don’t perceive the value of the denomination of origin. Such situation worr...

Increasing competition in the Italian grocery market is pressing retailers to search for new ways to differentiate themselves and gain a better competitive position in the mind of consumers. In this scenario, we intend to explore consumers’ perception of grocery retailers in order to understand which store attributes consumers consider to be most i...

In the last few years, we have seen significant changes in the Italian retail environment which suggest that the patterns of retailing competition are more complex than in the past. In order to expand their target market in a context of economic recession, retailers are implementing new strategies aimed to stimulate the switching between different...

This research examines the determinants in building and maintaining customer loyalty in grocery retailing. The first part introduces a distinction between traditional, ‘mass’ levers such as range and price, and relational, ‘targeted’ levers based on individual customer information. The second part focuses on the role ofthese two sets of levers for...

Loyalty cards are commonplace in European retailing; few retailers, however, are leveraging customer information to become more customer-oriented. The paper addresses the current trends in European loyalty schemes, drawing from data collected by the Observatory on Loyalty Cards at the University of Parma, and suggests that the real drivers of a ret...

The goal of this paper is to open the debate about the effect of customer specific retail marketing on competition. Segmentation and targeting based on loyalty card information affects horizontal and vertical relationships. Few retailers can take advantage of the power connected to the ownership of customer information. Consumers benefit from a mor...