Micro & Macro Marketing最新文献_第5页

Strategie comunicative da "minoranza attiva" nello scenario dei pubblicitari: il caso Benetton-Toscani “活跃的少数人”在广告业的传播策略:贝纳通-托斯卡尼案例

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/2322

A. Rosa, Andrew Henry Smith

引用次数: 3

Il device digitale nel focus group face to face i设备数字化nel焦点小组面对面

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/75392

G. Rigotti, Maria Luisa Bionda

引用次数: 0

Alimentazione: come mangiano e spendono gli italiani in tempo di crisi? 食物:意大利人在危机时期如何饮食和消费?

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/33244

P. Ascani

引用次数: 1

How to Foster Online Wine Purchase? Empirical Evidences from Italy 如何促进网上购酒?意大利的经验证据

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/93017

M. Faraoni, Riccardo Rialti, Virginia Vannucci, Lamberto Zollo

引用次数: 3

I bambini nei museum store 我是bambini nei博物馆商店

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/22548

Chiara Mauri

引用次数: 0

Quanto è convenzionale il "marketing non convenzionale"? 非常规营销有多传统?

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/28480

R. Fiocca

引用次数: 0

Choice contexts and social communication 选择环境和社会沟通

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/88004

M. Angelis

{"title":"Choice contexts and social communication","authors":"M. Angelis","doi":"10.1431/88004","DOIUrl":"https://doi.org/10.1431/88004","url":null,"abstract":"This research investigates how one element of the choice context, namely assortment size, influences the tendency to share, both offline and through social networks, positive versus negative purchase or consumption experiences. The idea advanced in this paper is that consumers tend to share positive experiences if such experiences are the outcome of choices made in large assortments, while they tend to share negative experiences if such experiences are the outcome of choices made in small assortments. In other words, product categories presenting a high number of options increase consumers' tendency to talk about positive experiences but decrease consumers' tendency to talk about negative experiences. Such an effect is attributable to the fact that wide assortments, in addition to enhance feelings of information overload, make consumers perceive a relatively higher degree of control over the outcome of their choice, deriving from the fact that consumers have a greater freedom of choice compared to contexts characterized by a few options. This, in turn, leads them to see the positive or negative outcome as the result of their ability to choose. Three experimental studies conducted in different settings provide empirical evidence supporting both the effect and the underlying theoretical mechanisms proposed to drive it.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126366391","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

Come hanno funzionato i sondaggi politici nella consultazione elettorale di aprile 2006? Opinioni a confronto fra gli addetti ai lavori 2006年4月的选举结果如何?内部人士的意见比较

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/23518

A. Bosio

引用次数: 0

Un nuovo posizionamento nel segmento del benessere naturale: il caso Natur. Intervista a Paolo Marchiori e Cinzia Barducco 自然福利领域的新定位:自然案例。采访Paolo Marchiori和Cinzia Barducco

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/31661

Anna Zinola

引用次数: 0

L'umorismo in pubblicità. Una valutazione sperimentale dell'impatto dell'umorismo nelle comunicazioni sociali contro il fumo 广告中的幽默。对反吸烟社会交流的幽默影响的实验评估

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/22543

P. Pedrini

引用次数: 0