Background
Guido, Gianluigi was born on September 26, 1963 in Cutrofiano, Lecce, Italy. Son of Pasquale G. and Lidia Ligori.
(This book presents five related studies, each dealing wit...)
This book presents five related studies, each dealing with the issue of the motivations behind ethical choices of consumption and discussing their implications on marketing strategy. The fields of investigation range from organic food to genetically modified products, from bio-fuels to new low-emission transport technologies, the consumption of each of which has by its very nature a recognized ethical validity. On these themes, this volume offers a European point of view and, in particular, an Italian one, either extending studies undertaken in various countries, or proposing new and original lines of research into the antecedents of purchase intentions that have never before been explored.
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(In consumer and social psychology, salience has been gene...)
In consumer and social psychology, salience has been generally treated as an attribute of a stimulus, which allows it to stand out and be noticed. Researchers, however, have only vaguely articulated the theoretical underpinnings of this term, thus impeding a thorough understanding of the perceptual processes behind its use in complex marketing communications. This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication. Using schema theory and an information processing approach, the model introduced here - briefly referred to as the In-salience hypothesis emphasizes the nature of prominence which is intrinsic to any salience construct reviewed in literature. This model is part of wider Dichotic theory of salience, according to which a stimulus is salient either when it is incongruent in a certain context to a perceiver's schema, or when it is congruent in a certain context to a perceiver's goal. According to the four propositions of the model, in-salient stimuli are better recalled, affect both attention and interpretation, and are moderated by the degree of perceivers' comprehension (i.e., activation, accessibility, and availability of schemata), and involvement (i.e., personal relevance of the stimuli). Results of two empirical studies on print advertisements show that in-salient ad messages have the strongest impact in triggering ad processing which, in turn, leads to consumer awareness. The reading of this book is therefore recommended not only to academic scholars, but also to marketers especially planning ad campaigns and launches of new products.
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consultant consumer researcher
Guido, Gianluigi was born on September 26, 1963 in Cutrofiano, Lecce, Italy. Son of Pasquale G. and Lidia Ligori.
Doctor of Science, Libera University International Social Studies, Rome, 1987. Master of International Business Administration, United States International University, San Diego, 1990. Doctor of Philosophy, Cambridge University, England, 1996.
Researcher Institute San Paolo, Turin, Italy, 1987-1988, United States International University, San Diego, 1989-1990. Professor management University Salento, Italy, 1990—1992, researcher, 1999—2000, professor marketing, since 2000. Researcher University "La Sapienza", Rome, 1994—1995.
Professor marketing Scuola Superiore Sant'Anna University Pisa, Italy, 1996-1997, Publitalia '80, Milan, 1997—2000, University Padua, Italy, 1998—2001. President GMR Marketing Consultant, Lecce, since 1998. Professor marketing 1st Superiore University Formaz Interdisciplinare, 1999—2000.
Researcher Libera University International Social Studies, Rome, 1998—2000, professor marketing, since 2001, University La Sapienza, Rome, 2002—2007, Libera University International Social Studies, Rome, since 2003. Board directors Society Public Transportation, Lecce, 1995—1999. Visiting researcher department marketing University Florida, Gainesville, 1999.
Visiting scholar department psychology Stanford University, 2001.
(This book presents five related studies, each dealing wit...)
(In consumer and social psychology, salience has been gene...)
Member of Society Halians Di Marketing, Academy Management (ordinary member), Italian Association Marketing Research (ordinary member), Association Consumer Research, American Marketing Association.