Marcello TEDESCHI - personale UniMoRe

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Marcello TEDESCHI

Professore Ordinario
Dipartimento di Comunicazione ed Economia

Pubblicazioni

2018 - Brand Extension Acceptability in Food and Beverage Product Categories [Relazione in Atti di Convegno]
Martini, Maria Cristiana; Galli, Giovanna; Tedeschi, Marcello
abstract

Brand extension is a powerful marketing strategy that allows firms to offer new product categories, taking advantage from the original brand name and its positive associations. It helps firms to launch new products without the risks connected to the introduction of a new brand in the market. Firms have repeatedly adopted this marketing strategy, not always with success. Moreover, a bad brand extension performance might have negative consequences on the original brand/product, both in terms of brand reputation and market positioning. Indeed, consumers perceived fit, namely the perceived similarity between the core brand product and its extension, has a crucial impact on brand extension acceptability by the market. Because of the important role of consumers’ judgment, the identification of constructs that might support a good similarity perception can help firms to choose appropriate brand extension strategies. This paper presents an exploratory study focused on three products hypothetically introduced on the market by Coca Cola with the same core brand, in order to investigate the role trust might have to foster consumer perceived brand extension acceptability. The experimental set is based on an energy drink, that can be considered as part of the same product category, chips and a chocolate bar, belonging to food category. For each product, consumers acceptability depends on product category fit and brand level fit, both these last two constructs depending in turn on brand trust. The results show that cognitive brand trust can sustain a high product category perceived fit, whereas affective brand trust supports high brand level fit.

2018 - Collective Brands and Intention to Buy: A Preliminary Study on Wine Consumption [Articolo su rivista]
Tedeschi, Marcello; Martini, Maria Cristiana; Galli, Giovanna
abstract

Agri-food collective brands are the outcome of long institutional and normative certification paths and aim to guarantee the preservation of tradition and to assert the unicity of products, depending on the area where they are produced or on the origin of their components. Because of their nature, they can be considered as institutional guarantee of goods’ quality standard or of country/region of origin and, more important, they can be considered as instruments to reinforce and better communicate local and traditional products. Because of their potential ability to enhance product uniqueness perception, collective brands could be a powerful tool to preserve and reinforce firm market positioning: indeed, strong positive associations between products and places can highly support marketing success. This paper aims to test how awareness about collective brands impact on consumer intention to buy. More specifically, an empirical study has been carried out on 198 Italian wine consumers, that has been asked to describe their knowledge about wine, their wine consumption patterns, their attitude towards wine consumption, their commitment with the product and their intention to buy collective branded or generic branded wine. Respondents have also been distinguished on the basis of weak, medium or strong associations they were able to elicit about collective brands. Preliminary results show collective brands are preferred in social consumption contexts, as they probably guarantee good product performance and therefore social approval. Moreover, buying intention of consumers with strong associations are mainly driven by emotional judgment, whereas cognitive judgment prevail when consumers show weak collective brands associations.

2018 - Consumer Responses to Explicit Sexual Stimuli in Advertising: Artistic vs Provocative Style [Articolo su rivista]
Tedeschi, Marcello; Luceri, Beatrice; Latusi, Sabrina; Tania Vergura, Donata; Zerbini, Cristina
abstract

This study extends prior research on sexual appeal advertising by developing a model of consumer responses to explicit sexual stimuli conveyed through different expressive styles (artistic versus provocative). A between-subjects experimental design (N=369) was conducted. The theoretical model includes ad-, brand- and behaviour-related variables. Structural equation modelling was used to estimate the hypothesized relationships. Findings reveal that the use of an artistic format stimulates a better response than the use of images in merely provocative poses. From a female consumer perspective, all paths were positive and significant when exposed to the artistic nudity stimuli, with the only exception of the positive emotions-purchase intention relationship. Results suggest a moderating role of the mode of representing sexual images on attitude-intention relationships. From a male consumer perspective, the response was similar, but any effect was present between attitude towards the advertisement and purchase intention. Support was found for a moderating influence of expressive styles on positive emotion-attitude towards the brand relationship. The paper sheds new lights on the way explicit sexual stimuli can be represented, offering a contribution to improving the communication effectiveness of products and brands that exploit sexual stimuli.

2018 - Consumer Responses to Exòlicit Sexual Stimuli in Advertising: Artistic vs Provocative Style [Articolo su rivista]
Tedeschi, Marcello; Luceri, Beatrice; Lattusi, Sabrina; Tania Vergura, Donata; Zerbini, Cristina
abstract

This study extends prior research on sexual appeal advertising by developing a model of consumer responses to explicit sexual stimuli conveyed through different expressive styles. The model includes ad-, brand- and behaviour-related variables. A between-subjects experimental design (N=369) was conducted and structural equation modelling was used to estimate the hypothesized relationships. Findings reveal that the use of an artistic format stimulates a better response, both on male and female, than the use of images in merely provocative poses. From a female consumer perspective, all paths were positive and significant when exposed to the artistic nudity stimuli, with the only exception of the positive emotions-purchase intention relationship. Results suggest a moderating role of the mode of representing sexual images on attitude-intention relationships: attitude towards the advertisement generated significantly stronger positive influence on purchase intention for women watching artistic nudity ad, while attitude towards the brand produced significantly stronger positive effect on purchase intention for women watching provocative nudity ad. From a male consumer perspective, the response was similar, but any effect was present between attitude towards the advertisement and purchase intention. Support was found for a moderating influence of expressive styles on positive emotion-to-attitude towards the brand path: positive emotions exerted an influence for male watching artistic nudity ad. Theoretical and managerial implications are discussed.

2018 - Sexual stimuli in advertising: The opposite sex effect [Articolo su rivista]
Latusi, Sabrina; Tedeschi, Marcello; Zerbini., Cristina
abstract

Sexual stimuli in advertising often evoke an emotional state able to shape both attitude towards the advertisement and towards the brands that interact in fostering consumers’ purchase intention. These relationships can be influenced by the interaction between the gender of the respondent and the gender of the model (opposite sex effect). The present study focuses on the interaction between brand and advertising attitude and their conjoint effect on purchase intention in the light of the opposite sex effect. Results show that such effect influences the attitude towards the advertisement while it does not emerges whit reference to attitude towards the brand and purchase intention. Implications for advertising and brand management are discussed. Keywords: sexual stimuli, opposite sex effect, print advertising, attitude towards the brand, attitude towards the advertisement, purchase intention.

2018 - The Frame Effect Revisited: Is Trust able to Transform People from Risk Averse to Risk Taker? [Relazione in Atti di Convegno]
Galli, Giovanna; Tedeschi, Marcello; Martini, Maria Cristiana
abstract

When people have to choose between two equivalent options, they prefer the certain one in gain domain and probabilistic one in loss domain: this is the main statement of Tversky and Kahneman (1981) Frame effect. It has been explained through rational choice theory, according to which people tend to underestimate large probabilities and therefore to under-evaluate the expected value of a probabilistic choice. Nevertheless, different literature contributions assert trust is able to reduce risk perception and therefore can drive people towards decisionsthey wouldn’t have taken with high risk perception. If this assertion is generally valid, trust should have impact also on frame effect, at least reducing risk aversion in gain domain. Three preliminary tests have been conducted to measure the impact of trust on risk perception in binary choices. Frame effect has been reproduced in three different scenarios, people having to choose between two alternatives with the same expected value, both in gain and loss domain. Each scenario was first tested in its original formulation and then with the introduction of a more detailed description of the context or alternatives, introducing items able to represent cognitive and emotional dimensions of trust. Results confirm risk aversion reduction in gain domain with a ‘magnitudo’ of the effect depending on the trust construct adopted to enrich alternatives.

2017 - L'illusione delle decisioni razionali [Capitolo/Saggio]
Tedeschi, Marcello
abstract

Nella letteratura sul comportamento del consumatore la razionalità del decisore è l’aspetto più rilevante che segna il momento di rottura tra un modo formale e matematicamente elegante di descrivere il comportamento di un attore razionale, quello economico, con un altro, più realistico, in cui l’uomo agisce sulla base di specifici limiti cognitivi caratteristico invece della psicologia.

2017 - Le strategie di scelta [Capitolo/Saggio]
Tedeschi, Marcello
abstract

Il capitolo affronta il tema delle strategie di scelta dei consumatori in un ottica che privilegia i comportamenti adattivi e contingenti. Analogamente a quanto avviene nei compiti di giudizio, anche nei compiti di scelta gli individui fanno ricorso a strategie semplificate o a regole approssimate. La modalità attraverso cui queste euristiche si sviluppano è, però, sostanzialmente diversa rispetto alla modalità relativa alle euristiche di giudizio

2017 - Marketing strategico [Curatela]
Tedeschi, Marcello
abstract

Manuale di marketing strategico per il corso di Economia e Sistemi d'Impresa

2017 - On and Off-line Purchase Intention: the Role of Brand Trust as Moderator of Risk Perception [Relazione in Atti di Convegno]
Tedeschi, Marcello; Galli, Giovanna; Martini, Maria Cristiana
abstract

Interpersonal trust is considered a risk moderator in choice under uncertainty (Einhorn, Hogarth, 1988) so it can help people to make decisions otherwise considered too risky (Galli, Nardin, 1997). Specifically, trust has been defined as a multi-dimensional construct, with cognitive and affective dimensions playing a different role to reduce perceived risk in low or high complexity tasks. In marketing field, trust has received increasing interest and research on brand trust scale validation has restated the multi-dimensionality of the construct, with a first detection of two crucial dimensions -competence and benevolence- (Delgado, 2003, 2004). Further research has enclosed other two dimensions, honesty and empathy (Martini, Galli, Arseni, 2016), and has hypothesised an evolutionary pattern, with cognitive dimensions preceding emotional ones in brand trust strengthening. With these premises, the research is aimed to evaluate the role of brand trust as moderator of risk perception in different buying contexts, characterized by increasing perceived complexity of the task. More specifically, the hypotheses are: purchase intention decreases when perceived complexity of the task increases; decreasing purchase intention is due to increasing risk perception; brand trust, with its cognitive and affective dimensions, is able to reduce risk perception and to moderate its impact on purchase intention. To test hypotheses, 432 Italian respondents to a structured online questionnaire had to declare their intention to buy a pair of Nike shoes, facing three different buying contexts: a traditional off-line store, the official online brand store and a famous on-line retailer. The results confirm that buying online is more complex than buying offline, with a corresponding increasing of risk perception and decreasing of purchase intention. Brand trust can reduce risk perception in both off and online contexts, with cognitive dimension playing a crucial role in offline context and emotional dimension in online one.

2016 - Financial Statement Analysis - European packaging machinery manufacturers ( over 25mln euro turnover) [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

Rapporto tecnico sull'analisi dell'equilibrio e dei rendimenti economici, patrimoniali e finanziari di un aggregato di imprese europee di grandi dimensioni dell'industria del packaging

2016 - Financial Statement Analysis - European packaging machinery manufacturers (5-25mln euro turnover) [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

Rapporto tecnico: valutazione dei rendimenti economici finanziari e delle performance di mercato di un segmento di imprese europee di dimensioni medio piccole del settore Packaging

2016 - Financial Statement Analysis – World ceramic & heavy clay machinery manufacturers & color & glaze manufacturers [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

rapporto tecnico sull'analisi delle performance economico finanziarie delle imprese mondiali produttrici di piastrelle ceramiche, laterizi e dei colorifici ceramici

2016 - Financial Statement Analysis – World ceramic tile manufacturers [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

rapporto tecnico sull'analisi delle performance economico- finanziarie delle imprese mondiali produttrici di piastrelle ceramiche

2016 - Marketing strategico [Curatela]
Tedeschi, Marcello
abstract

manuale di marketing strategico per il corso di Economia e Sistemi d'impresa

2015 - Financial Statement Analysis – The biggest european packaging machinery companies [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

Rapporto tecnico sull'analisi della redditività economico finanziaria e delle performance di mercato di un vasto campione di imprese europee del settore packaging.

2015 - Financial Statement Analysis – World ceramic & heavy clay machinery manufacturers & color & glaze manufacturers [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

rapporto tecnico sull'analisi dei rendimenti economico finanziari dei produttori mondiali di ceramiche, laterizi e colorifici (indotto allargato dei produttori di prodotti ceramici)

2015 - Financial Statement Analysis – World ceramic tile manufacturers [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

Analisi delle performance finanziarie e di mercato delle imprese produttrici di piastrelle ceramiche. L'aggregato delle imprese analizzate rappresenta dei produttori mondiali per i quali sono disponibili dati di bilancio completi

2015 - Financial Statement Analysis – World heavy clay manufacturers [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

rapporto tecnico sull'analisi economico finanziaria sulle imprese del settore meccano ceramico. l'analisi integra sistemi di benchmarking per la valutazione delle best practice relative ai processi di internazionalizzazione

2015 - Financial Statement Analysis – World sanitaryware manufacturers [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

rapporto tecnico sull'analisi dei rendimenti economici e finanziari delle imprese produttrici di sanitari ceramici. L'analisi è condotta su un aggregato di imprese mondiali per le quali sono disponibili i dati di bilancio.

2015 - Packaging machinery: forecast 2015-2018 [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

Sviluppo e applicazione di un modello di previsione originale per le imprese produttrici di macchinari per il settore del Packaging. Il modello è in grado di stimare, per un triennio, l'entità e le variazioni dei valori di mercato su tutti i mercati internazionali per sei settori clienti e per sette differenti famiglie di macchine (condizione l'esistenza di una serie storica almeno decennale)

2014 - Financial Analysis of budgetary data – European packaging machinery manufacturers (5-25mln euro turnover) [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

Rapporto tecnico sull'analisi economico finanziaria di uno specifico segmento di produttori industriali del segmento packaging (macchinari fase finale processo)

2014 - Financial Analysis of budgetary data – Italian packaging machinery manufacturers [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

Rapporto tecnico sull'analisi economico finanziaria delle imprese italiane del settore Packaging

2014 - Financial Analysis of budgetary data – World ceramic & heavy clay machinery manufacturers & color & glaze manufacturers [scritto in collaborazione con Luca Baraldi, ACIMAC e Salvatore Curatolo, Università di Parma] [Altro]
Tedeschi, Marcello; L., Baraldi; S., Curatolo
abstract

Rapporto tecnico sull'analisi delle performance finanziarie ed economiche delle imprese del settore meccano-ceramico (inclusi colorifici e altre imprese dell'indotto ceramico e meccano-ceramico)

2014 - Financial Analysis of budgetary data – main 100 European packaging machinery companies [Altro]
Tedeschi, Marcello; S., Curatolo; L., Baraldi
abstract

Rapporto tecnico sull'analisi economico finanziaria di un campione di imprese del settore del Packaging

2013 - Decisioni economiche. l'illusione di una scelta (L'opera è stata sottoposta a doppio referaggio tra pari.) [Monografia/Trattato scientifico]
Tedeschi, Marcello
abstract

Se qualcuno potesse dirci come si fa a scegliere la cosa giusta ogni volta che dobbiamo decidere, ci farebbe un regalo eccezionale. La nostra vita è un continuo susseguirsi di decisioni. Si tratta di giudizi, valutazioni, scelte che, a volte, facciamo in modo rapido e intuitivo e, in altre situazioni, richiedono tempo e sforzo per pensare quale sia la soluzione migliore per noi. Viviamo in un mondo economico che offre continuamente nuove alternative di prodotto o di servizio e la pubblicità ci accompagna in ogni momento della vita quotidiana. Abbiamo la possibilità di accedere a molte informazioni eppure decidere se ci conviene accettare una nuova proposta di lavoro, se è il momento di cambiare l’automobile, la casa, il cellulare, o più semplicemente quale shampoo o snack acquistare, può essere, in certi casi, difficoltoso. Ci sforziamo di essere razionali, convinti che ciò porti alla soluzione migliore, ma in realtà dovremmo accettare l’idea che si tratti solo di un’illusione. Le anomalie decisionali discusse in questo libro riguardano situazioni comuni come, per esempio, scegliere tra prodotti con caratteristiche simili, valutare le informazioni di prezzo, riconoscere gli effetti dell’inflazione sulla nostra ricchezza o orientarsi nel mercato finanziario. Nonostante siano situazioni comuni, per molti di noi addirittura quotidiane, rappresentano esempi concreti di come i giudizi o le scelte possano essere deformati da fattori apparentemente irrilevanti.

2012 - L’effetto paese d’origine sul comportamento del consumatore verso i prodotti cause related: intenzione all’acquisto, disponibilità a pagare e valutazione delle iniziative di cause related marketing [Articolo su rivista]
Baghi, Ilaria; Tedeschi, Marcello
abstract

L’obiettivo del presente lavoro di ricerca è quello di investigare il ruolo dell’effetto del paese d’origine nel contesto delle iniziative di cause related marketing. Le ipotesi riguardano l’influenza delle credenze relative al paese d’origine del prodotto sull’intenzione all’acquisto e sulla percezione da parte dei consumatori di tali iniziative. Lo studio consiste di un disegno sperimentale 2X2 between subjects. I risultati mostrano influenze significative del paese d’origine sulla attrattività del prodotto, sull’intenzione all’acquisto, sulla disponibilità a pagare e sulla percezione di utilità sociale della iniziativa. La provenienza del prodotto non ha effetti rilevanti sull’atteggiamento e sull’importanza attribuita alla mission causa sociale.

2010 - Cause Related Marketing And Country Of Origin Effect [Relazione in Atti di Convegno]
Baghi, I.; Tedeschi, Marcello
abstract

Previous studies suggested that former belief about the country of origin have a role in orienting consumers purchasing decisions. The purpose of this research is to investigate the extent to which the effectiveness of a cause related marketing program (CRM) might be influenced by previous belief about the product country of origin. The study consists of anexperimental 2X2 between subjects design. Results show significant interaction between previous convictions about a country in defining consumer willingness to pay for the cause related product, their purchase intention and a main effect of the country social involvement on consumers confidence in CRM program.

2010 - Cause releted mareketing and country of origin effect [Relazione in Atti di Convegno]
Baghi, Ilaria; Tedeschi, Marcello
abstract

Previous studies suggested that former belief about the country of origin have a role inorienting consumers purchasing decisions. The purpose of this research is to investigate theextent to which the effectiveness of a cause related marketing program (CRM) might beinfluenced by previous belief about the product country of origin. The study consists of anexperimental 2X2 between subjects design. Results show significant interaction betweenprevious convictions about a country in defining consumer willingness to pay for the causerelated product, their purchase intention and a main effect of the country social involvementon consumers confidence in CRM program.

2010 - Mental accounting and Cause related marketing strategies [Articolo su rivista]
Baghi, Ilaria; E., Rubaltelli; Tedeschi, Marcello
abstract

The aim of the present study is to verify if people’s perception of causerelated marketing (CRM) strategies is influenced by the mental accounting formatused to present the price of the product and the amount of money donated to thesocial cause. However, such an effect is conditional on the type of product used forthe campaign as the mental accounting is only expected to enhance the consumers’perception of CRM programs supported by hedonic products and not theirperception of programs supported by utilitarian products. In Experiment 1, resultsshow that only for hedonic products an integrated mental accounting induces peopleto perceive the CRM program more positively than a separated one. In Experiment2, the integrated mental accounting reduces people’s guilt about the purchase ofhedonic products, therefore explaining why this manipulation has a different impacton hedonic and utilitarian products.

2009 - A strategy to communicate corporate social responsability: Cause related marketing and its dark side [Articolo su rivista]
Baghi, Ilaria; Rubaltelli, E; Tedeschi, Marcello
abstract

Cause related marketing (CRM) is a strategy that aims to communicate a company’s strivingfor corporate social responsibility and to improve brand image. A strategy to increaseconsumers’ emotional involvement toward a product–cause association is to describe thecause in vivid terms. In two experiments we investigated how vivid messages mightincrease the effectiveness of CRM strategy. We sought to demonstrate that a vivid descriptionof the cause could infl uence consumers’ preferences and trust in the effective use ofmoney collected by selling the product. Experiment 1 results showed that individuals preferproducts associated with a vivid message of the social cause rather than products associatedwith a pallid message. Experiment 2 results suggested that vivid messages inducemore positive affective reactions and a higher trust in the effective use of money than pallidones. In the fi nal section, the implications of CRM for corporate social responsibility arediscussed.

2009 - Cause related marketing: The role of mental accountig, price and product type [Relazione in Atti di Convegno]
Baghi, Ilaria; Rubaltelli, E; Tedeschi, Marcello
abstract

Cause related marketing is a strategy in which for every product sold, the companycontributes a share of proceeds to a social cause. Previous studies showed that psychologicalfactors have an influence on consumers’ perception of the product-social cause link. Thepresent study aims to verify if mental accounting could affect people’s evaluation of CRMprogram. This effect is supposed to be different when comparing high and low price orhedonistic and utilitarian products. Results confirm the hypothesis. Moreover, presentfindings show the different impact that product type and price range could have on consumersevaluations of CRM programs.

2009 - Cause related marketing: The role of mental accounting, price and product type [Relazione in Atti di Convegno]
Baghi, Ilaria; Tedeschi, Marcello; Rubaltelli, E.
abstract

Cause related marketing is a strategy in which for every product sold, the company contributes a share of proceeds to a social cause. Previous studies showed that psychological factors have an influence on consumers’ perception of the product-social cause link. The present study aims to verify if mental accounting could affect people’s evaluation of CRM program. This effect is supposed to be different when comparing high and low price or hedonistic and utilitarian products. Results confirm the hypothesis. Moreover, present findings show the different impact that product type and price range could have on consumers evaluations of CRM programs.

2009 - Choose Health in Food Vending Machines: Obesity Prevention and Healthy Lifestyle Promotion in Italy [Capitolo/Saggio]
G., Fattori; P., Artoni; Tedeschi, Marcello
abstract

The present case study involves an experimental social marketing project, Choose Health, aimed at transforming vending machines into a tool for preventing obesity and promoting healthy lifestyles in schools, workplaces, and universities through the delivery of communication activities and the introduction of healthy products

2009 - Fattori emotivi e cognitivi nella percezione delle iniziative di cause related marketing [Relazione in Atti di Convegno]
Baghi, Ilaria; Rubaltelli, E.; Tedeschi, Marcello
abstract

Cause related marketing is a strategy that aims to communicate a company's striving for corporate social responsibility and to improve brand image. Previous studies showed that psychological an cognitive factors have a central role in the cause related marketing strategy as they influence the extent of people's emotional reactions toward the product-social cause link. Cause related marketing has been found to be more effective and trustable when the social cause is supported by a hedonic product because the donation is able to soothe the sense of guilt for the purchase of a frivolous good. The present study suggest that one of the factors involved in cause related marketing is mental accounting. A way to show the product-donation price is by providing people with the product price and the amount of the donation separately (separated mental accounting). On the other hand, people could be provided with a single price including the amount donated to the social cause (e.g., 5% of the price; integrated mental accounting). We hypothesize that mental accounting should have an impact on people’s perception of a cause related marketing program. The effect of mental accounting should be different when comparing frivolous and utilitarian products.

2009 - How Previous Experiences of Choice and Rejection Influence Consumer Behavior [Abstract in Atti di Convegno]
Tedeschi, Marcello; Baghi, I.; Rubaltelli, E.
abstract

In two experiments we showed that consumers can use the outcome of their previous choices to attach an intuitive tag to the different brands. Such a tag becomes a useful information to reduce the effort of future decisions. However, Experiment 1 showed that such a tag may induce the consumers to make choices that are inconsistent with their stated order of preference and also to make choices that are inconsistent depending on whether a brand has been chosen or not on previous occasions. Experiment 2 showed that when consumers are asked to choose between two brands characterized by the same tag (either positive or negative) the effect disappears, suggesting that the effect induced by the outcome of previous decisions can only be exploited when it is an exclusively feature of one of the products in the choice set.

2008 - Alcune idee sulle preferenze dei consumatori [Articolo su rivista]
Tedeschi, Marcello
abstract

The economics approach to decision making assumes that preferences are stable and retrieved from a master list stored in memory. According to Behavioral decision research, a psychological approach, there is a general consensus toward the idea that preferences are constructed and determined by a contingent evaluation of context and task variables. A lot of the evidence for adaptive behavior and preference construction shed lights on people's tendency to adopt available anchors, that inherently favor relative rather than absolute evaluations. The adoption of rather unusual experimental task, however, have led researchers both to demonstrations of constructive preference and toward unqualified conclusions of actual behavior. Psychologists and economists have different perspectives about human preferences but they both need to put more psychological realism into experiments to generalize their results.

2008 - Cause related marketing improving people willingness to donate by selling them a product [Relazione in Atti di Convegno]
Baghi, Ilaria; Tedeschi, Marcello; Rubaltelli, E.
abstract

Cause related marketing (CRM) is a way to link products with socially responsible activities following a strategy, which is directedto strength the emotional image of the product and to increase the market shares (Varadarajan, Menon, 1988). CRM programs allowconsumers to buy a product which devolves part of its revenues to a social cause and to integrate the donation into the price of the product.In order to implement a successful CRM program it is relevant to understand how consumers perceive the social cause. Previous researchhas shown that people has a diminished sensitivity in valuing life saving interventions against a background of increasing numbers of lives(psychophysical numbing, Fatherstanhough,et al., 1997). In addition, Kogut and Ritov (2005) found people less willing to contribute infavor of a group of victim rather than in favor of a single, victim. People seem to perceive a charitable program supporting a great amountof people less emotional and effective than a charitable program which aims to collect money in favor of one identifiable victim.The aim of the present study is to investigate people’s perception of CRM programs in different evaluation modes (joint versusseparate). In addition, we seek to assess if different description of the charitable program could influence consumers’ choices and theirwillingness to support a social cause through the purchase of a product.

2008 - Cause related marketing: Improving peoples willigness to donate by selling them a product [Relazione in Atti di Convegno]
Baghi, Ilaria; E., Rubaltelli; Tedeschi, Marcello
abstract

2008 - L'INTEGRAZIONE TRA MARKETING E GESTIONE DELLE RISORSE UMANE: L'APPROCCIO DEL MARKETING INTERNO [Capitolo/Saggio]
Galli, Giovanna; Tedeschi, Marcello; Gabrielli, Veronica; Neri, M.
abstract

Lo studio presenta un modello operativo da utilizzare nella gestione delle attività svolte dalla direzione RU, nell'idea che quest'ultima unità organizzativa sia ri-definita come un centro di servizi con la finalità di soddisfare le moteplici esigenze dei clienti interni

2008 - Le decisioni dei consumatori tra ragione ed emozione: l'effetto alone [Articolo su rivista]
Tedeschi, Marcello; Baghi, Ilaria; E., Rubaltelli
abstract

Consumer research often considers decision making as a process aiming to combine and compare information the attributes characterizing different alternatives. Recent studies suggest that affect and emotion also have an influence on decision making. The aim of the present study is to show that the affect toward different brands could be influenced by specific comparisons and, in turn, have a role in shaping consumers’ preferences. In this perspective, the emotion becomes an attribute itself, a sort of halo able to connote products or brands in a distinctive way. In two studies, we investigate the influence of the halo effect on people’s judgments (1) and choices (2). Results show that a positive or negative halo influences people preferences for different brands. The findings of the present study are discussed in details. Moreover, an implication for marketing strategies is that the affective valence people attach to a brand or product may determinate their following preferences when specific contextual comparisons are present.

2008 - Marketing e psicologia del consumatore [Capitolo/Saggio]
Tedeschi, Marcello
abstract

Una delle prospettive più convincenti e complete, nello studio del comportamento del consumatore, sostiene che la natura del suo processo decisionale è di tipo adattivo e contingente. Questa idea fonda le sue radici in due tradizioni di riferimento ampiamente riconosciute: l’approccio percettivo, che sottolinea il ruolo dei processi non-consapevoli nelle attività inferenziali e di scelta, e quello basato sulla valutazione costi/benefici, lo sforzo cognitivo e l'accuratezza della decisione che, contrariamente al precedente, assume la consapevolezza dell'individuo nella costruzione della strategia decisionale.

2008 - The impact of situational factors on brand repurchase intention [Relazione in Atti di Convegno]
Galli, Giovanna; Tedeschi, Marcello
abstract

The paper proposes to trace a first and preliminary framework aimed to integrate marketing literature on brand repurchase intention and loyalty with psychological literature on consumer decision making. The model hypothesizes that brand knowledge and usage situation influence behavioural and attitudinal loyalty, which are the main determinant of brand repurchase intention. Data is collected and analyzed from two surveys of cell phone and television purchasers. Although differences emerges in the two studies, structural modelling largely supports the hypothesis that brand loyalty depends on ‘situational’ factors.

2007 - Improving people willigness to donate by selling them a product [Poster]
Baghi, I; Tedeschi, Marcello; Rubaltelli, E.
abstract

Cause related marketing (CRM) is a strategy in which for every product sold, the company contributes a share of proceeds to a charitable cause. This study investigates people’s perception of cause related-marketing programs compared with fund raising campaigns promoted by no-profit association. Results showed that people choose more often CRM programs and fund raising campaigns describing the total amount of people they could help when paired with programs helping single victims. When presented with only one program individuals donate more to support a single victim but not to buy a product supporting a single victim rather than many victims.

2007 - Le decisioni dei consumatori tra ragione ed emozione:l'effetto alone [Abstract in Atti di Convegno]
Tedeschi, Marcello; Baghi, I.; Rubaltelli, E.
abstract

La scelta di quale prodotto acquistare è frutto di confronti analitici e strategie razionali o piuttosto deriva da processi intuitivi basati sulle sensazioni e sull'esperienza? Numerosi studi sul processo decisionale del consumatore hanno dimostrato che gli individui, nelle loro decisioni di consumo, spesso fanno affidamento più sulle loro sensazioni ed impressioni che alla ragione e al calcolo. Di conseguenza la scelta del prodotto preferito spesso deriva più facilmente da stati emotivi che gli individui memorizzano e associano ad un brand o ad un prodotto piuttosto che da un'attenta valutazione delle alternative a disposizione. In questa prospettiva lo scopo del presente studio è quello di indagare uno specifico fenomeno, detto effetto alone, osservabile nelle valutazioni e nelle scelte d'acquisto dei consumatori. Nello specifico l'obiettivo è quello di verificare se nella scelta di una marca o di un prodotto si origina una sorta di "alone", positivo o negativo, che caratterizzando in modo distintivo l'alternativa preferita o rifiutata, influenzerà anche le future decisioni d'acquisto. In due esperimenti distinti verrà indagato il ruolo dell'alone, che caratterizza un prodotto già conosciuto, sui processi di valutazione e di scelta dei consumatori.

2006 - Il cause related Marketing e l'influenza della vividezza sul processo decisionale del consumatore [Articolo su rivista]
Tedeschi, Marcello; E., Rubaltelli; Baghi, Ilaria
abstract

Many studies demonstrated that vivid information are more persuasive than pallid one and are able to affect people attitudes and evaluations of an event. In this study we investigate how vivid messages could influence consumers’ preferences among products instead. In the domain of cause related marketing we demonstrate that a vivid description of the social cause supported by the product influences consumers’ choices, judgment (WTP) and particular form of social judgment. Results show that participants choose more often products associated with a vivid description of the social cause than products associated with a pallid description of the same social project. Participants are willing to pay an higher amount of money for products associated with a vivid description than for product associated with a pallid one. Finally the belief about others’ behaviour are affected in the same direction. The results of the present study are then discussed in details. Moreover the implication for communication strategies in cause related marketing are highlighted.

2006 - Le decisioni degli agenti economici: razionalità contesto ed emozioni [Monografia/Trattato scientifico]
Tedeschi, Marcello
abstract

Il problema della decisione e di come si comportano gli individui di fronte a una situazione di scelta attrae da tempo ricercatori di differenti aree di studio. Nell’ambito degli studi economici si tratta di un’area di ricerca consolidata che affonda le sue radici nei paradigmi dell’utilità attesa, della teoria dei giochi e dell’economia sperimentale. Altri approcci allo studio delle decisioni, soprattutto di derivazione psicologica hanno contribuito, profondamente, nello sviluppo di un tema di ricerca che, oggi, può sicuramente essere considerato trasversale a molte discipline. L’interazione tra queste due discipline attraverso una lenta anche se continua contaminazione delle idee ha portato alla creazione di ambiti di ricerca specifici che riguardano, ad esempio, l’area del giudizio e della scelta degli individui, il comportamento decisionale del consumatore, del risparmiatore del manager e dei gruppi. Nell’ambito degli studi di marketing l’importanza e la comprensione dei processi decisionali è ampiamente riconosciuta e rappresenta un supporto fondamentale per elaborare strategie e tattiche di marketing efficaci. In generale, gli approcci caratteristici hanno privilegiato l’analisi delle decisioni dei manager e dei consumatori. Il volume si occupa del tema delle decisioni. L’enfasi è molto spesso posta sulle decisioni dei consumatori e/o sul loro comportamento di fronte a problemi di diversa natura e complessità. Tuttavia, proprio perché quello di consumatore è uno status, o un ruolo, in qualche modo occasionale nella vita di tutti i giorni l’accento è molto spesso posto su una figura generica di decisore economico.

2005 - Modelli mentali e processi di selezione dei manager [Articolo su rivista]
Rubaltelli, E; Savadori, L; Rubichi, Sandro; Tedeschi, Marcello
abstract

La selezione dei manager è un processo complesso di vitale importanze per la sopravvivienza di una azienda. la scelta del candidato ottimale deve passare attraverso l'uso di una serie di strumenti il più possibile validi ed efficaci; a loro volta questi strumenti devono essere applicati alla misurazione di criteri oggettivi e predittivi delle reali performance lavorative.

2005 - Numerical information format and investment decisions: implications for the disposition effect and the status quo bias. [Articolo su rivista]
Rubaltelli, E.; Rubichi, Sandro; Savadori, L.; Tedeschi, Marcello; Ferretti, Riccardo
abstract

Investment decisions are very difficult because they involve money and can impact ourquality of life. According to the axioms of rationality, different but equivalent informationformats should not affect investment strategies. The authors perform two experimentshere, and find evidence of a strong absolute magnitude effect on investment decisions.In Experiment 1, participants (students) chose to sell a losing fund more oftenwhen returns were expressed as a percentage of variation between the buying valueand the actual value (e.g., 24%) than when they were expressed as a monetary differencebetween the buying price and the actual price (e.g., $0.24). In the context of theexperiment, the percentage format decreased the disposition effect significantly. Furthermore,describing the stock returns as ratios (e.g., ¼) increased the tendency towardthe status quo bias. In Experiment 2, the authors showed that the absolute magnitudeof the numbers shaped participants’ satisfaction with fund returns, and wasresponsible for the different choices of investment strategies.

2004 - Vividness effect: implications for judgement and choice [Abstract in Atti di Convegno]
Tedeschi, Marcello; Rubaltelli, E.; Savadori, L.; Rubichi, Sandro; Rumiati, R.
abstract

Previous studies demonstrated that vivid messages can have an impact on judgements and choice. More vivid o specific is a messege and more persuasive and attractive it is perceived. In particular when individuals are presented with a choice the vivid message is more attractive than a generale message and when individual are asked to judge two different messages the vivid one is more persuasive than the general message.

2001 - Effetto Attrazione: Euro Contro Lira [Capitolo/Saggio]
Tedeschi, Marcello
abstract

Il prezzo fornisce importanti indicazioni al consumatore e, anche se non ce ne rendiamo conto, è uno dei caratteri essenziali per collocare il prodotto e il servizio su una scala di valore

2000 - Il processo decisionale del consumatore. Effetti di contesto e implicazioni di marketing [Monografia/Trattato scientifico]
Tedeschi, Marcello
abstract

L'area di ricerca delle decisioni economiche è un campo di attività tipicamente interdisciplinare in cui sono impiegati concetti e strumenti di indagine tipici della psicologia, dell’economia e della statistica. Come area di ricerca è cresciuta rapidamente negli ultimi 40 anni ed ha avuto un significativo impatto tanto nel marketing quanto in altre aree del management come ad esempio la contabilità, la finanza e l'organizzazione aziendale.Il campo di applicazione degli studi sui processi decisionali si estende dal marketing alla finanza, dalla politica alla medicina e alla giurisprudenza. All'interno di questa tradizione, gli studiosi si sono dedicati di recente all'analisi del processo decisionale del consumatore che ha prodotto importanti e significativi risultati per l'economia e il marketing. Le ricerche condotte su questo tema hanno evidenziato l’esistenza di molteplici ordini di fattori (sociali, economici e psicologici) in grado di influenzare le decisioni di acquisto. In particolare gli studi sui processi decisionali dei consumatori, condotti in prevalenza attraverso la metodologia degli esperimenti, hanno dimostrato come le attività di giudizio e scelta siano influenzate in modo sistematico dalla caratteristiche individuali del decisore, dalla natura del problema da risolvere e dal contesto sociale in cui la decisione è calata.

1999 - CONSUMER BEHAVIOR AND DECISON MAKING [Curatela]
Tedeschi, Marcello
abstract

The need to understand consumer behavior and its relevance in the development of both modern marketing theory and day-to-day managerial activity was the main stimulus to organize the workshop on “Consumer Behavior and Decision Making” of which this book is a compendium of the proceedings.The choice of this theme was due to the ever-growing relevance individual decision making processes have both in consumer behavior research and in other theoretical domains such as bargaining, organizational behavior, marketing and strategic management. The aim of the meeting was to create a sort of “international round table” with researchers and practitioners who, albeit with different points of view, are facing problems related to human judgement and choice, in general, and consumer behavior in particular. Even if I was aware of the different elements that can be taken into account when speaking about decision making I intentionally left the theme “general” in order to better shift from one perspective to another or from content based to methodological issues. Indeed, variety and variability of factors affecting purchase and consumption processes on the one hand and increasing information and the cognitive load managers daily have to deal with, on the other, highlight some explanatory limits of traditional marketing studies. Empirical evidence has thusfar fostered the efforts of scholars and practitioners towards research activity more strictly related with the nature of human behavior such as preference structure, the way people mentally represent a problem, the role of accountability, risk, ambiguity, heuristics. All of these studies are sheding light, albeit from different perspectives, on decision processes. The needs for new methodological tools and theoretical background has, moreover, enhanced the interaction between different disciplines such as psychology, economics and sociology. In this context individual difference variables, such as prior knowledge and expertise, characteristics of the decisions’ task and social context seem to be the main items researchers are working on to understand the nature of human behavior.

1999 - Experience and context effects: the role of conflict [Capitolo/Saggio]
Tedeschi, Marcello; Galli, Giovanna
abstract

Frame and context effects have been advocated as one of the major causes able to produce decision output violating the normative theories of decision. Among the several experimental sets that demonstrated the violation of the normative assumptions, the attraction effect plays an important role for marketers, asserting that -under certain conditions- the introduction of a new brand may not produce a reduction of the existing product shares. It is therefore important to understand under which conditions this phenomenon occurs, that is to identify the specific conditions responsible for it.

1997 - Individual perception and social context in consumer decision making: three experimental analysis [Relazione in Atti di Convegno]
Galli, Giovanna; Tedeschi, Marcello
abstract

The paper aims to validate the role fo social context and accountability in consumer preference coonstruction

1997 - Individual perception, social context and consumer decision making: experimental analysis [Capitolo/Saggio]
Dalli, D.; Tedeschi, Marcello
abstract

This work aims to provide some support to the idea that marketing model of consumer behavior do not adequately take into account some recent acquisitions of psychological and cognitive streams of research.

1996 - L'INTERNAZIONALIZZAZIONE DELLE PICCOLE E MEDIE IMPRESE: FORME DI PRESENZA E PERCORSI DI CRESCITA [Capitolo/Saggio]
Galli, Giovanna; Tedeschi, Marcello
abstract

Le strategie di internazionalizzazione di alcune imprese di successo sono descritte tramite la ricostruzione del loro percorso di crescita sui mercati esteri, con un'analisi dei principali canali d'entrata utilizzati

1994 - L'evoluzione dei processi di crescita esterna delle imprese dell'industria Tessile - Abbigliamento [Working paper]
Galli, Giovanna; Tedeschi, Marcello
abstract

Il paper presenta una descrizione del processo di crescita nazionale ed internazionale delle imprese del tessile-abbigliamento con il ricorso ad alleanze strategiche e joint venture attraverso l'analisi di fonti secondarie

1992 - Acquisizioni e alleanze nell'industria tessile-abbigliamento italiana:tipologie, finalità, ambiti competitivi [Capitolo/Saggio]
Bursi, Tiziano; Tedeschi, Marcello
abstract

Il volume presenta i risultati di una ricerca sulle strategie acquisitive e caolitive delle imprese tessili e dell'abbigliamento italiane.

Università degli studi di Modena e Reggio Emilia

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