Mauro Capestro

Experimental shopping analysis of consumer stimulation and motivational states in shopping experiences

The present research investigates the roles of both the individual reaction to environmental stimuli and personality characteristics in consumers’ pursuit of hedonic and/or utilitarian shopping values. The individual reaction to environmental stimuli is operationalised by two closely related measures: the optimal stimulation level (OSL), concerning the level of external stimulation with which an individual feels comfortable, and the arousability, concerning the rate with which the internal stimulation (i.e. the arousal) level of an individual changes in response to a sudden increase (or decrease) in the environmental stimulation. Results from an experimental study showed, first, that these two constructs (OSL and arousability) are positively correlated with those personality traits (i.e. Agreeableness and Openness to Experience, according to the Big Five-Factor mode (see Digman 1990)) mostly associated with the hedonic shopping value. Second, drawing on Reversal Theory (see Apter 1989), results showed that paratelic individuals (i.e. those who are interested in the shopping activity itself) have higher OSL and arousability than telic individuals (those who are interested in shopping outcomes, such as the purchase of specific products). These motivational states, in turn, are differently related to the two shopping values (i.e. hedonic vs utilitarian). Theoretical and practical implications for marketing are discussed.

Distretti calzaturieri in crisi: cause del declino e strategie di rinnovamento

Il presente studio, di natura esplorativa, si propone di analizzare le cause interne a un distretto calzaturiero che hanno aggravato la situazione di crisi determinata dalla globalizzazione dei mercati determinando il quasi-dissolvimento dello stesso distretto. Attraverso il metodo delle interviste in profondita, sono stati analizzati i contenuti dei protocolli su un campione di attori del distretto calzaturiero di Casarano, in provincia di Lecce. Dall’analisi delle interviste effettuate e emersa una realta organizzativa con forti limiti relazionali e collaborativi, oltre ad una carenza formativo-operativa. Lo studio pone le basi per la definizione di una politica strategica che punti all’introduzione delle cosiddette agenzie Knowledge Intensive Business Services (Kibs) in grado di migliorare il sistema relazionale tra gli attori del distretto attraverso l’erogazione di servizi innovativi e di nuova conoscenza, al fine di promuoverne il rilancio dello stesso. I limiti della ricerca sono da attribuire alla sua natura esplorativa, e quindi qualitativa, giacche i risultati ottenuti derivano da un procedimento induttivo-interpretativo.

Store Attributes and Consumer Satisfaction with Unplanned Purchases: An Empirical Research in Spain

Understanding what specific factors of retail stores’ offering have a positive impact on unplanned buyers’ satisfaction may help store managers target these consumers, especially when international markets experience economic difficulties or recessions. Nevertheless, current knowledge on these factors is still very limited. To close this gap, this research investigated the factors likely to determine unplanned buyers satisfaction in Spain in 2008, at the onset of the last international economic crisis, and 5 years later, when consumers were experiencing this negative economic situation. The results provide some managerial recommendations for bolstering satisfaction with unplanned purchases and responding to consumers’ awareness of international economic crises.

Assessing the Role of Haptic Imagery in Print Advertising: An Empirical Investigation

Previous research showed that imagining touching an object—the so-called haptic imagery—may engender sensations that closely resemble those aroused by tactile perceptions (Peck et al. 2013). Little is still known, however, about the exact nature of such cues as well as the mechanisms through which they affect individuals’ perceptions and behavioral intentions. To fill this gap, the present research aimed to empirically assess the extent to which an advertisement incorporating a haptic cue is able to shape consumers’ dispositions and behavioral intentions, thus attempting to throw light on the mechanisms through which such a phenomenon occurs. We argued that a visual representation of the physical contact between human hands (which are the most important means to acquire haptic information) and a product may act as a cue capable of activating haptic imagery and have positive effects on consumer purchase intentions. The study concentrated on technology-based products, which are increasingly sold through online commerce and hence without a previous physical evaluation by consumers.

Knowledge-intensive services and local development: An empirical analysis of networks, channels and customization processes

The present study embraces a theoretical framework developed in the field of business management—so-called 3C—to investigate the factors that hamper the capacity of Knowledge Intensive Business Services (KIBS) firms to create economic value for the locality. It addresses, in particular, the factors that: i) prevent KIBS firms from establishing collaborative relationships with potential partners; ii) negatively affect the relationships between the examined KIBS firms and their suppliers as well as distributors; iii) limit KIBS firms’ capacity to meet users’ needs. A qualitative inquiry conducted on a random sample of one hundred KIBS firms located in a Southern Italian province yielded a comprehensive view of the relational, organizational, and technological factors that limit the value creating capacity of the studied firms. The study discusses the implications that the obtained results may have on the process of development of the studied area and proposes suggestions for local policy-makers and practitioners in the KIBS sector.

One face, one race: similarities in the exploratory tendencies of italian and Greek consumers

The present work aims at analyzing the existence of possible differences in the explorative behavior of consumers of different nationality: Italian and Greek, respectively. The analyses performed reveal that both groups of respondents display a low propensity to engage in repetitive behaviors and a high tendency to try out and buy new products. Both categories of respondents prefer moderate risk, are inclined to exploration through shopping and tend to choose new brands. Italian consumers, however, show higher interpersonal communication skills than the Greek ones. The operative and marketing implications of the results obtained in this study are discussed in the concluding sections of the paper.