Gianluigi Guido
Associate professor
Department of Economics
University of Salento
Italy
Biography
Born in Cutrofiano (Lecce) on September 26, 1963, he received his PhD in Management Sciences at the University of Cambridge, UK in 1996. He is an Ordinary Professor in Business Economics and Business Management and Marketing Professor and Territorial Marketing at the Department of Economics of the University of Salento, Lecce.
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 the advertising messages (emotion and copiousness of the copy, emotional stimulation, cognitive distortions), and brand personality
