Lucio Lamberti

Politecnico di Milano, Department of Management Economics and Industrial Engineering, Faculty Member

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Associate Marketing Professor at the School of Management of Politecnico di Milano, ItalyVisiting Professor of Business Modelling at Shanghai Tongji University, School of Arts and MediaVisiting Professor (Maitre de Conference) of International Marketing at Solvay Brussels School (Belgium)

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Papers by Lucio Lamberti

A Sino-European Comparison of the Exhibition and Convention Industry

Antecedents and consequences of firms' multichannel marketing practice

Investigating the effect of price tag colours on cortical, cardiac and ocular responses

The present study was aimed at exploring how different combinations of price tag colours can infl... more The present study was aimed at exploring how different combinations of price tag colours can influence consumer approach, arousal, and price visibility. An experimental investigation was set out to compare individual responses to two different hues conveying different degrees of perceived sophistication, excitement, and visual salience. Specifically, cortical responses were processed to calculate an index of individual approach-withdrawal. Cardiac responses were tracked to assess sympathetic activations. Behavioural measures were related to instinctive nonverbal responses and included ocular behaviours, through eye-tracking, used as a measure of visual salience. Cortical activations showed how black labels affected positively the observer. Sophisticated price displays were connected to positive initial impressions towards the visual stimulus. Orange hues tended to elicit higher physiological arousal and visual salience, pointing to a signaling role effective to generate a sense of alertness.

New Business Models in Health Care: Consumers’Technology Acceptance and Willingness To Pay for an eHealth Service for cardiovascular prevention

Influence of Sales Promotion on Impulse Buying: A Dual Process Approach

Journal of Promotion Management, Apr 6, 2022

How did you feel during the navigation? Influence of emotions on browsing time and interaction frequency in immersive virtual environments

Behaviour & Information Technology, Apr 18, 2022

Immersive virtual environments (IVEs) represent virtual settings that simulate the physical world... more Immersive virtual environments (IVEs) represent virtual settings that simulate the physical world. Users interacting in such virtual venues commonly display behaviours like the ones that would occur in the physical world. However, little is known about how the affective states experienced while browsing IVEs may in turn influence user's interactive behaviour. The present research investigates how affect in terms of arousal and valence generated by IVEs influences browsing time and interaction frequency. Three studies analyse various facets of affect in IVEs. Study 1 investigates the cognitive responses and shows that browsing time is positively affected by self-reported arousal. Study 2 analyses neurophysiological responses and demonstrates consistent results with Study 1. It further shows that physiological correlates of arousal and valence positively influence interaction frequency. Study 3 delves into personal interest, a recurring factor emerged in the two previous studies, and investigates its interaction with arousal. Findings show that in a high arousal IVE, highly interested users are more likely to browse longer than low-interested users. Overall, the results show that behavioural realism evoked in IVEs involves both users' actions and affective states. Implications in terms of design guidelines to foster positive affect in IVEs are drawn.

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Multichannel marketing: the operational construct and firms’ motivation to adopt

Journal of Strategic Marketing, Feb 29, 2016

Multichannel marketing has been gaining attention to its importance in both practice and research... more Multichannel marketing has been gaining attention to its importance in both practice and research in the recent years with the rapid diffusion of Information Communication Technology. Due to the relative recency and rapid proliferation of research in the subject, the literature lacks a well-defined construct of multichannel marketing generalizable to different types of firms, and lacks understanding of the actual reasons that firms adopt multichannel marketing. Through comparing and complementing the extant literature with practitioners' perspectives from interviews with 32 Italian firms, the authors propose a comprehensive and generalizable framework of the multichannel marketing construct, and identify and categorize the firms' motivations to adopt the multichannel marketing practice. Furthermore, some unforeseen but interesting factors emerged from the interviews. Future research opportunities and managerial implications of the study are discussed.

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Does one design fit them all? Study of drivers of co-creation interest along different consumer segments

Journal of Strategic Marketing, Apr 24, 2018

Co-creation with consumers is increasingly attracting the interest of companies, as a rich source... more Co-creation with consumers is increasingly attracting the interest of companies, as a rich source of innovation and value generation. However, the triggers of consumer's interest toward co-creation and how they change among different consumer segments are still unclear. This article explores this issue, by investigating (i) the product-related drivers of interest, namely the product typology, product knowledge and prior cocreation experience, and (ii) the consumer-related drivers of interest, namely motivations and inhibitors to co-create. The work further investigates if motivations and inhibitors as well as the preference toward a co-creation tool change among different consumer segments. Findings from 509 participants in a survey study reveal that both personal and product-related drivers affect the interest toward co-creation projects: specifically, monetary and personal benefits have the greatest influence on co-creation interest as well as prior co-creation experience and deep product knowledge. Further, motivations, inhibitors and co-creation tools preference vary according to the consumer segment. This work underlines the importance of delivering tangible benefits to attract consumers in co-creation projects and to design the activity according to the consumer typology the firm wants to attract.

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Individuals’ adoption of smart technologies for preventive health care: a structural equation modeling approach

Health Care Management Science, Jan 26, 2019

Healthcare is moving towards new patterns and models, with an increasing attention paid to preven... more Healthcare is moving towards new patterns and models, with an increasing attention paid to prevention. Smart technologies for mobile health care are emerging as new instruments to monitor the state of essential parameters in citizens. A very debated subject in literature is the critical role played by citizens' acceptance and willingness to pay for mobile health technologies, especially whereas the services provided are preventive rather than curative. The adoption of such technologies is, indeed, a necessary condition for the success of mobile personalized health care. In this view, a conceptual framework, grounded on Technology Acceptance Model, is developed to explore the determinants of users' willingness to adopt and pay for a mobile health care application for cardiovascular prevention. Empirical data are collected from a sample of 212 non-hypertensive Italian individuals and analyzed through Structural Equation Modeling. Results confirm that usefulness and ease of use determine both intention to accept and willingness to pay for mobile health smart technologies. Results show also the significant role played by social influence as well the role as antecedents played by technology promptness, innovativeness and prevention awareness. This study offers novel insights to design and promote smart application to improve mobile health care, with implications for researchers and practitioners in health care, research & development, and marketing.

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Exploring the Strategic Orientations of a Service-Centred View of the Firm

European Marketing Academy Annual Conference (EMAC

Exploring the role of anticipated emotions in product adoption and usage

Journal of Consumer Marketing, May 14, 2018

Purpose-The study explores the role of positive and negative anticipated emotions on adoption and... more Purpose-The study explores the role of positive and negative anticipated emotions on adoption and continued usage of consumer products. The components of value eliciting anticipated emotions are investigated as well. Design/methodology/approach-The conceptual model proposed is tested in two empirical studies, one focusing on functional and hedonic products and one on incremental and radical product innovations. Data are collected through online surveys on consumers and are analysed using Structural Equation Modeling. Findings-Results confirm the ability of anticipated emotions to influence product decisionmaking process. Moreover, anticipated emotions mediate the influence of value perceptions on product attitude. Findings show that these relationships vary greatly between initial adoption and further usage of the product. Practical implications-Findings from this study may help marketers in the development of the right brand strategies and communication campaigns, aimed at building emotional connections with the consumer which prompt product adoption and usage. Originality/value-Anticipated emotions, the predictions about the emotional consequences of a behaviour, have been acknowledged as strong drivers of consumer choices. Despite that, the role of anticipated emotions in product decision-making has not been explored yet. The present 2 research, by means of a novel conceptual model, uncovers the role of anticipated emotions in both product adoption and continued usage decisions and depict the components of value arousing such anticipated emotions.

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Consumers Emotional Responses to Functional and Hedonic Products: A Neuroscience Research

Frontiers in Psychology, Oct 6, 2020

Over the years, researchers have enriched the postulation that hedonic products generate deeper e... more Over the years, researchers have enriched the postulation that hedonic products generate deeper emotional reactions and feelings in the consumer than functional products. However, recent research empirically proves that hedonic products are more affect-rich only for some consumer segments or for specific consumption contexts. We argue that such inconsistency may derive from the nature of the emotions assessed that is strictly dependent on their empirical measurement and not from the mere existence of emotions themselves. Self-reported methods of evaluating consumer experience, on which prior studies are grounded, only assess conscious emotions the consumer can recognize and report, but not unconscious feelings, happening without individual awareness. The present work takes this challenge by conducting a laboratory experiment in which subjects are exposed to both a utilitarian product and a hedonic product. Physiological measures have been adopted to investigate unconscious emotional responses and self-reported measures to assess conscious emotions toward the products. Specifically, physiological data regarding the subjects' cardiac activity, respiratory activity, electrodermal activity, and cerebral activity have been collected and complemented with a survey. Results confirm that both functional and hedonic products generate emotional responses in consumers. Further, findings show that when a consumer is exposed to a functional product, the physiological emotional responses are disassociated from the self-reported ones. A diverse pattern is depicted for hedonic products. We suggest an alternative explanation for the apparent lack of affect-rich experiences elicited by functional products and the need to reconsider emotional responses for these products.

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Special issue editorial: Managing the supply chain management–marketing interface

Business Process Management Journal, Mar 20, 2019

The ability to manage the interface between supply chain management and marketing processes (SCM-... more The ability to manage the interface between supply chain management and marketing processes (SCM-M interface) has profound implications for both the processes. From a marketing perspective, being able to collaborate with the supply chain increases the ability of gathering shared distribution-side and supply-side intelligence (e.g. Vargo et al. 2010; Esper et al. 2010; Gummesson 2008), thus increasing the ability to adopt market-and customer-oriented practices (e.g., Day 1995). From a supply chain management perspective, increasing collaboration with marketing process is vital to allow matching demand and supply, thus satisfying customers while increasing efficiency (

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Marketing strategy and corporate social responsibility: towards a convergence in the healthy food market to boost market innovation and corporate value

Do not forget about the price tag! A neuroscientific approach to delve into the influence of colour and price reduction on product perception

Information cues associated with pricing schemes represent a major driver affecting consumer perc... more Information cues associated with pricing schemes represent a major driver affecting consumer perception. Minor variations of the information set bear a significant influence at the cognitive level directly influencing the consumer’s automatic responses and in turn her behaviour. The present study analysed such reactions to different combinations of colour and price reduction schemes through the consumer neuroscience tools including the analysis of physiological, behavioural, as well as self-reported cognitive responses. An experimental investigation involving 80 subjects in a 2x2 between subject design was set out to compare responses to high-priced and low-priced products associated with a price reduction scheme (relative vs absolute price discount) and coloured price tag (long-wavelenght vs black-coloured). Findings show how the combination of orange and percentage-off price reduction tended to attract the ocular attention for longer time spans and induce higher returning rates. Whereas, reward-related cortical activations showed how black-priced labels affected positively the observer across the two product categories. Furthermore, long-wavelength coloured price tags resulted to elicit higher arousal than black ones. Lastly, self-reported data pointed to a higher perceived positive affect related the low-priced product discounted in relative terms. The discussion focuses on research and managerial implications

See me, feel me, impulse buy me. An analysis of physiological and behavioural responses to unplanned and impulsive online purchases

Segmenting e-government users to improve market penetration and social effectiveness: Evidence from Italy

Building a rationale for co-creation with customers and suppliers: an exploratory study

The more the better? Crowds and NPD performances in a creative crowdsourcing platform

Understanding the influence of anticipated emotions on personal devices adoption and usage

Anticipated emotions, the prediction about the emotional consequences of a behavior, have been ac... more Anticipated emotions, the prediction about the emotional consequences of a behavior, have been acknowledged as strong drivers of consumer choices. Despite that, their influence on technologies adoption and usage has not been explored in research yet. This study takes the challenge by investigating the effect of both positive and negative anticipated emotions on attitude, and in its turn intention to use personal electronic devices. Further, it investigates the drivers of such emotions, namely purposive value, usability, monetary value, social enhancement, interpersonal interconnectivity, entertainment value and self-discovery value. A survey on 270 subjects is conducted, where emotional and cognitive responses are examined in the context of both novel and familiar personal devices to the consumer. The moderation role of product nature, functional versus hedonic, is explored as well. Findings demonstrate the ability of anticipated emotions to influence consumers’ attitude and intention toward personal devices adoption and use. Further, they show that value perceptions vary greatly between novel and familiar products and affect anticipated positive and negative emotions differently