Gianluigi Guido
Economics
University of Salento
Italy
Biography
Born in Cutrofiano (Lecce) on September 26, 1963, he received his Ph.D. in Management Sciences at the University of Cambridge, UK in 1996. He is an ordinary professor in Business and Business Management and Marketing Professor and Territorial Marketing at the Department of Economics of the University of Salento, Lecce.Gianluigi Guido's research activity can be summarized in three major correlated areas. The first concerns marketing stimuli , consisting of business offers and the outcomes of business communication activities (advertising, promotions, etc.) that affect their perceptions: in particular, the credibility of marketing stimuli (credibility of the testimonial advertisements, point-of-sale, credibility and usability of web sites), the salience and vividness of advertising messages (emotion and copiousness, emotional excitement, cognitive distortions), and brand personality (degree of anthropomorphization of products, latent image sizes).
Research Interest
Gianluigi Guido's research activity can be summarized in three major correlated areas. The first concerns marketing stimuli , consisting of business offers and the outcomes of business communication activities (advertising, promotions, etc.) that affect their perceptions: in particular, the credibility of marketing stimuli (credibility of the testimonial advertisements, point-of-sale, credibility and usability of web sites), the salience and vividness of advertising messages (emotion and copiousness, emotional excitement, cognitive distortions), and brand personality (degree of anthropomorphization of products, latent image sizes).The second research area considers consumer psychology , in particular the factors behind their purchasing choices: customer satisfaction (expectations and perceptions of consumer experiences), the motivational characteristics of individuals (prevalent dimensions in their personality, the degree of optimum stimulation, the goals sought in consumption) as well as the social influences that characterize certain socio-demographic segments of the population (ethical consumers, elderly consumers, and luxury consumers). Recent development concerns the exaptation processes, or functional co-opment that characterizes the uses of products, customer groups, and technologies that can change the strategic location of business deals.
