Gianluigi Guido's Books

The Salience of Marketing Stimuli

An Incongruity-Salience Hypothesis on Consumer Awareness

By: Gianluigi Guido

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The Salience of Marketing Stimuli

An Incongruity-Salience Hypothesis on Consumer Awareness

By: Gianluigi Guido

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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Page Count

308

Publisher

Springer Science & Business Media

Published Date

ISBN 10

1461516218

ISBN 13

9781461516217

Sustainable Luxury Brands

Evidence from Research and Implications for Managers

By: Cesare Amatulli,Matteo De Angelis,Michele Costabile,Gianluigi Guido

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Sustainable Luxury Brands

Evidence from Research and Implications for Managers

By: Cesare Amatulli,Matteo De Angelis,Michele Costabile,Gianluigi Guido

This book counteracts the claim that luxury and sustainability are conflicting concepts, and contends that they can successfully co-exist. Discussing key characteristics of luxury such as craftsmanship and preservation of artisan skills, product quality and durability, and limited quantities of luxury goods, the authors argue that luxury brands are inherently sustainable from economic, social and environmental perspectives. Sustainable Luxury Brands gives a comprehensive overview of luxury to demonstrate this claim, also focusing on sustainable luxury from a consumer perspective. The authors furthermore compare and contrast sustainability within the mass market to the luxury sector, and present insights into current and upcoming topics in luxury research.

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253

Publisher

Springer

Published Date

ISBN 10

1137601590

ISBN 13

9781137601599

Non-Fungible Tokens (NFTs)

Examining the Impact on Consumers and Marketing Strategies

By: Andrea Sestino,Gianluigi Guido,Alessandro M. Peluso

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Non-Fungible Tokens (NFTs)

Examining the Impact on Consumers and Marketing Strategies

By: Andrea Sestino,Gianluigi Guido,Alessandro M. Peluso

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 highlight future research streams as well as strategies and factors that marketers and managers can use to promote this new type of product. Starting with an overview of the nature and increasing importance of NFTs in marketing, the authors extensively examine the blockchain technology that underlies this new innovation along with its applications. Specifically, by reviewing the existing literature on NFTs, the authors explain the emerging topics and business opportunities offered by NFTs for intellectual property protection, development of new lifestyles, and forms of entertainment. The second part of the book investigates NFTs in three different contexts: art, music, and fashion. By exploring the key behavioral variables that underlie consumers’ intentions to purchase NFT-based products (i.e., materialism, status consumption orientation, innovativeness), the authors discuss the various implications for advertising and marketing strategies in such industries. Offering a state-of-the-art look at this new technology, this book presents a guide for scholars and anyone looking for an understanding of NFTs and the opportunities they present. With a preface by Russell Belk.

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Page Count

109

Publisher

Springer Nature

Published Date

ISBN 10

3031072030

ISBN 13

9783031072031

Behind Ethical Consumption

Purchasing Motives and Marketing Strategies for Organic Food Products, Non-GMOs, Bio-fuels

By: Gianluigi Guido

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Behind Ethical Consumption

Purchasing Motives and Marketing Strategies for Organic Food Products, Non-GMOs, Bio-fuels

By: Gianluigi Guido

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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Page Count

200

Publisher

Peter Lang

Published Date

ISBN 10

3034300956

ISBN 13

9783034300957

Information Systems for eGovernment

A Quality-of-Service Perspective

By: Gianluigi Viscusi,Carlo Batini,Massimo Mecella

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Information Systems for eGovernment

A Quality-of-Service Perspective

By: Gianluigi Viscusi,Carlo Batini,Massimo Mecella

Written from a data-centric perspective, Information Systems for eGovernment presents a methodology that is grounded in computer science, but leveraged by sociological, organizational, economical, juridical analyses and methods. Examples and case studies are included, which illustrate the relevance of the approach.

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Page Count

279

Publisher

Springer Science & Business Media

Published Date

ISBN 10

3642135714

ISBN 13

9783642135712

Ratzinger was afraid

The secret documents, the money and the scandals that overwhelmed the Pope

By: Gianluigi Nuzzi

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Ratzinger was afraid

The secret documents, the money and the scandals that overwhelmed the Pope

By: Gianluigi Nuzzi

The news of Benedict XVI stepping down has come as a shock. Perhaps the world will never know the real reasons behind a choice that will forever remain indelibly written in the history of the Church. The Pope’s butler, Paolo Gabriele, has decided to reveal the thorny issues within the Roman Curia and handed me dozens of documents that I have now published along with my research and investigations in this book. “Paolo, are you afraid?” – I asked him one day - “Yes, I am afraid – he answered – I am afraid that the Pope doesn’t have the strength to overcome this adversity, to cast the moneychangers from the temple” Shortly thereafter, the mayor of Milan, one of the most important cities of Italy, also met the Pope at a ceremony. Very concerned, he too revealed the detail of that encounter to me: “I am struck by that look, Benedict XVI is afraid,...”. “Afraid of what?..” I asked him. “I was very ill at ease, here was Ratzinger talking to me like a frightened man. You know, we had set out some chairs in the sacristy of the Duomo, one for him, one for Cardinal Scola and another one for me. Shortly before the ceremony the Vatican informed us that another Cardinal would also be present..” The book that will change the history of the Church.

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Page Count

301

Publisher

Adagio eBook

Published Date

ISBN 10

8896337089

ISBN 13

9788896337080

Behind Ethical Consumption

Purchasing Motives and Marketing Strategies for Organic Food Products, Non-GMOs, Bio-fuels

By: Gianluigi Guido

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Behind Ethical Consumption

Purchasing Motives and Marketing Strategies for Organic Food Products, Non-GMOs, Bio-fuels

By: Gianluigi Guido

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N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

200

Publisher

Peter Lang

Published Date

ISBN 10

3034300956

ISBN 13

9783034300957

Non-Fungible Tokens (NFTs)

Examining the Impact on Consumers and Marketing Strategies

By: Andrea Sestino,Gianluigi Guido,Alessandro M. Peluso

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Non-Fungible Tokens (NFTs)

Examining the Impact on Consumers and Marketing Strategies

By: Andrea Sestino,Gianluigi Guido,Alessandro M. Peluso

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N/A

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Solve jigsaw puzzle

Age

Page Count

109

Publisher

Springer Nature

Published Date

ISBN 10

3031072030

ISBN 13

9783031072031

The Salience of Marketing Stimuli

An Incongruity-Salience Hypothesis on Consumer Awareness

By: Gianluigi Guido

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The Salience of Marketing Stimuli

An Incongruity-Salience Hypothesis on Consumer Awareness

By: Gianluigi Guido

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Solve jigsaw puzzle

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Page Count

308

Publisher

Springer Science & Business Media

Published Date

ISBN 10

1461516218

ISBN 13

9781461516217

Sustainable Luxury Brands

Evidence from Research and Implications for Managers

By: Cesare Amatulli,Matteo De Angelis,Michele Costabile,Gianluigi Guido

Write a review Read reviews Take a Quiz Solve Book Puzzle

Sustainable Luxury Brands

Evidence from Research and Implications for Managers

By: Cesare Amatulli,Matteo De Angelis,Michele Costabile,Gianluigi Guido

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

253

Publisher

Springer

Published Date

ISBN 10

1137601590

ISBN 13

9781137601599

Book's by Gianluigi Guido

The Salience of Marketing Stimuli

The Salience of Marketing Stimuli

Sustainable Luxury Brands

Sustainable Luxury Brands

Non-Fungible Tokens (NFTs)

Non-Fungible Tokens (NFTs)

Behind Ethical Consumption

Behind Ethical Consumption

Information Systems for eGovernment

Information Systems for eGovernment

Ratzinger was afraid

Ratzinger was afraid

Behind Ethical Consumption

Behind Ethical Consumption

Non-Fungible Tokens (NFTs)

Non-Fungible Tokens (NFTs)

The Salience of Marketing Stimuli

The Salience of Marketing Stimuli

Sustainable Luxury Brands

Sustainable Luxury Brands

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