Michela Addis

New Technologies and Cultural Consumption. Edutainment is Born

An improved synthetic resin composition is provided that consists essentially of 100 parts by weight of a resin component composed of 50 to 99 (preferably 50 to 90) parts by weight of a melt-processable polyester that does not form an anisotropic melt phase and 1 to 50 (preferably 10 to 50) parts by weight of a liquid crystal polyester that is capable of forming an anisotropic melt phase, to which has been added 0.01 to 0.5 part by weight of a phosphorus compound. The presence of the phosphorus compound has been found to facilitate the fibrillation of the liquid crystal polyester component during molding so as to form fibrils within the resulting molded article having an aspect ratio of 6 or more. The resulting molded article accordingly exhibits significantly enhanced mechanical properties.

Long life to marketing research: a postmodern view

Purpose – This paper aims at interpreting the epistemology of marketing. The paper investigates several research questions, proposing some initial reflections concerning their impact on marketing.Design/methodology/approach – The paper addresses the research questions by conducting an analysis of the marketing literature. An analysis of philosophical postmodern literature is also carried out. The papers attempt constantly to create links between the level of philosophical elaboration and that of marketing research leads to a proposal of new approach to marketing research: experiential research.Findings – In the papers review of the marketing literature the traditional pragmatic approach of marketing as a discipline is highlighted. Its strong managerial perspective has partly diverted researchers’ attention from the theory, and focused it mainly on the method. This has created an increasingly marked distinction between the marketing literature aimed at management, and that aimed at the academic community...

Taste versus the Market: An Extension of Research on the Consumption of Popular Culture

Previous studies of cultural consumption have found a significant but weak relationship between expert judgment (EJ) and popular appeal (PA) and have suggested that this “little taste” phenomenon reflects a mediating role played by ordinary evaluation (OE) in diluting the association between EJ and PA. However, various weaknesses in this work have involved problems with sequential timing, nonindependence of measurements, and contamination by market(ing)-related influences. The present investigation of new data on motion pictures addresses these concerns to show that, when controlling for market success, consumers display aspects of “good taste” via indirect links from EJ to OE to PA.

Facing contradictory emotions in event marketing: leveraging on surprise

Purpose This paper aims to explore the role of surprise in reducing the negative impact of an undesired emotion, such as embarrassment, on the attitudes and behavioral intentions of consumers taking part in an event. Design/methodology/approach In total, 220 consumers took part in a pre-test/post-test quasi-experimental within-subject design. Data were analyzed using structural equation modeling. Findings Findings show that an in-store social event designed to elicit young customers’ surprise and feelings of romantic love might also give rise to a relevant negative emotion such as embarrassment, and that surprise can act as a powerful managerial tool in limiting the negative effects of this negative emotion. Moreover, brand attitude and purchase intention are outcomes of positive emotions elicited by the event. Practical implications The study shows that event marketing is an appealing but risky strategy. Evoking surprise is an effective way to manage negative emotions such as embarrassment that can arise unintentionally during an event. Originality/value The research contributes to the understanding of the role of contradictory emotions in a specific social experience, namely, the event, and focuses on unplanned and undesired the affective contributions of customers.