PUBLISHED PROCEEDINGS by Luca M. Visconti
Journal of Business Research , 2019
In the digital era, marketers increasingly use storytelling techniques to narratively transport a... more In the digital era, marketers increasingly use storytelling techniques to narratively transport and persuade their customers. This paper pursues three primary objectives: (1) to integrate three digitally relevant moderators of the narrative transportation effect into the marketing literature, (2) to empirically assess the integrated model with a quantitative meta-analysis of extant research, and (3) to provide directions for marketing managers to enhance the narrative transportation effect in an evolving technological environment. The paper contributes to the field by means of a meta-analysis of 64 articles featuring 138 narrative transportation effect sizes. The research shows that the narrative transportation effect is stronger when the story falls in a commercial (vs. non-commercial) domain, is user (vs. professional) generated, and is received by one story-receiver at a time. The study concludes with implications for research and practice and directions for future research.
Proceedings of the Academy of Marketing Science Cultural Perspectives in Marketing Conference, 2012
Papers by Luca M. Visconti
ACR North American Advances, 2010
The present study discusses "xenoheteroglossic autoethnography" as a preliminary research method ... more The present study discusses "xenoheteroglossic autoethnography" as a preliminary research method for multi-sited ethnography in consumer behavior. It is ethnographically-driven introspection by researchers from multiple countries with diverse cultural backgrounds. As a method, it is more intuitive, sensitizing, sense-making, and less expensive than traditional ethnography, and more inspiring and inquisitive than subjective personal introspection. As an illustrative example, three authors provide xenoheteroglossic autoethnography of their own consuming desires in the imagined, projected future city, illuminating the benefits, problems, and prospects. The study contributes to developing methodological canons for multi-sited autoethnography and to supplement the extant literature on ethnomethodology in consumer research.
Social Science Research Network, Apr 27, 2017
ACR North American Advances, 2020
ACR North American Advances, 2008
The goal of this session is to advance research and stimulate multidisciplinary debate on current... more The goal of this session is to advance research and stimulate multidisciplinary debate on current issues in cross-cultural consumer behavior that have emerged in relation to dramatic changes in society at large. Market globalization, ethnic conflict, massive population upheaval and displacement, and the deconstruction of national cultures characterize the 21st century and demand a rethinking of a broad spectrum of acculturation models of consumer socialization (
Marketing Theory, 2022
In the popular imagination sex sells. Yet, marketing theory has relatively little to say about se... more In the popular imagination sex sells. Yet, marketing theory has relatively little to say about sexuality per se. Drawing on Žižek’s metaphor of critical theory as ‘short-circuiting’ the dominant discourse, we conceptualise marketing as a field that theorises sexuality only in a series of ‘closed circuits’. Knowledge becomes hierarchical when some topics, such as sexuality, are denied the theoretical freedom to roam in wider open circuits alongside other ‘mainstream’ marketing topics. We identify four ways in which certain topics are enclosed: theoretical, empirical, institutional and neo-colonial. We then seek to short-circuit this state of affairs by bringing together a heterogeneous group of scholars interested in sexuality. By crossing their critical insights like unexpected connections in a circuit, we create sparks of inspiration that challenge the contents, contexts and concepts that relate to marketing theories of sexuality. Our paper makes a specific theoretical contribution...
Gender After Gender in Consumer Culture, 2020
The Routledge Companion to Corporate Branding, Mar 17, 2022
well-being among changing places and shifting ethnicities
Marketing Management, 2020
Overview Market segmentation is foundational to marketing: as scholars and managers contend, its ... more Overview Market segmentation is foundational to marketing: as scholars and managers contend, its concept "is built into the fabric of marketing" (Gibson 2001, 21). Segmentation is the process through which a company's actual and prospect customers are split into subgroups (i.e. segments), each of them showing similar consumption behaviors that differ across subgroups (Peter and Donnelly 2008). Differentiation (i.e. the process leading to variations of a company's offer) and targeting (i.e. the decision of which segments to serve by means of differentiated offers; Pride and Ferrell 2004) are meaningful only when customers have heterogeneous preferences, that is, only when a market is segmentable. Subdividing and profiling market segments help identify the customers to serve, the most effective way to satisfy their specific needs/desires, the competitors to face, the resources requested to compete in each segment, and the main stakeholders to involve in order to reinforce a company's market legitimacy (Cucurean-Zapan 2014; Lambin 1998). In simpler terms, market segmentation helps perform a company's market-orientation. While segmentation is still central to today's marketing, the profound transformations as much as the rising opportunities of contemporary markets and societies ask for a profound revision of segmentation theory and practice (Arnould and Cayla 2015; Gibson 2001; Kannisto 2016). Answering to this call, the chapter's aims are twofold. First, we approach segmentation historically, in order to unveil which were, and somehow still are, its often-implicit grounding premises. We show that most of these premises sway when confronted to extant cultural, economic, and technological environments, and invite for revision. The first part of the chapter (§ 18.2) thus provides readers with a longitudinal understanding of market segmentation and with evidences motivating the requested revision. Second, by focusing on contemporary trajectories of revision, we approach segmentation epistemologically, that is, we contrast two opposite perspectives on the needed revisions of market segmentation (§ 18.1). On the one hand, the marketing science perspective combines big data-driven consumer knowledge (cf. chapter 26 by Zwick and Dholakia) and the power of new technologies (especially, of artificial intelligence) to reinvigorate and transform segmentation (Mandelli 2018). Within this perspective, segmentation-as-science goes micro-basically, at a one-to-one level-and (hyper)targeting (Hoffmann, Inderst, and Ottaviani 2013) results into personalization, interpretable as the radicalization of mass-customization (Flavin and Heller 2019). On the other hand, hailing from the cultural marketing perspective (Peñaloza, Toulouse, and Visconti 2012), segmentation evolves into a set of decisions that marketers co-construct with customers. In line with this dialogical posture, targeting then requires conversational abilities (Jarratt and Fayed 2012) not only to reach, but also to engage target customers.
ACR North American Advances, 2010
The Routledge Companion to Ethnic Marketing, 2015
Ethnicity and space are thus intertwined: Space visualizes social representations of ethnicity (L... more Ethnicity and space are thus intertwined: Space visualizes social representations of ethnicity (Lipsitz 1998; Peñaloza 2000, 2001; Visconti and de Cordova 2012); dwellers’ ethnicities contribute to construct and modify the identity of the spaces in which they live, work, shop, consume, and establish social and market interactions (Peñaloza and Gilly 1999; Üstüner and Holt 2007). In brief, construction of ethnicity entails at least three types of identities: (1) migrants’/ethnic minorities’ identity (the term ‘minority’ here is used to signify ‘disempowered ethnic groups’), (2) mainstream’s (ethnic) identity, and (3) space identity, in which minorities’ and mainstream’s confrontation is emplaced. By space, I mean a large variety of spaces, ranging from the macro (e.g., nationscape, regionscape, cityscape; Paasi 2001) to the meso (e.g., marketplace, neighborhood; Peñaloza 2004, 2007) to the micro level (e.g., servicescape, workplace, home; Jamal 2003; Üstüner and Thompson 2012; Veresiu et al. 2012; Visconti and de Cordova 2012; Visconti and Premazzi 2012). More important, in this chapter I classify space through its function in the construction of ethnicity and thus distinguish among physical, cultural, social, ideological, political, and commercial space.
Storytelling is on the rise in the marketing domain, including the marketing of risky products su... more Storytelling is on the rise in the marketing domain, including the marketing of risky products such as alcohol. We argue that the ethical relevance of stories should attract more attention from managers, policymakers and scholars, as storytelling drives suspension of disbelief, has enduring persuasive effects, is unintentionally affective and may lead to actual behavior. This raises major ethical questions for marketing and consumer behavior. To fill this gap, this article offers a systematic investigation by means of a meta-analysis of how three original study characteristics: (1) story domain, (2) number of storytellers and (3) number of simultaneous story-receivers, may affect the strength of the narrative transportation effect, which manifests itself in consumers’ response to having been transported into a narrative. Our contribution to prior work is twofold. First, we contribute to the field of narrative transportation and persuasion by showing the role of these three variables...
Canonical Authors in Consumption Theory, 2017
French essayist, linguist, literary critic, and semiotician, Roland Barthes (1915-1980) is hard t... more French essayist, linguist, literary critic, and semiotician, Roland Barthes (1915-1980) is hard to pigeonhole. His boundless curiosity for disparate life and speculative domains translates into a heterogeneous corpus of works, which covers art, fashion, language and writing, literature, love, myths, music, philosophy, photography, semiotics, and sport. His critique to the traditional notion of authorship (1967 [2002]) – a position positing the need to connect a text to its writer in order to interpret it – makes using Barthes’ biography to approach his intellectual production particularly sensitive. Barthes is sharp on the point when he says that the writer is not a text’s ‘author’ but a text’s ‘scriptor’. In doing so, he ratifies the ‘death of the author’ and the beginning of the modern writer’s era. The scriptor “is born simultaneously with his text; he is in no way supplied with a being which precedes or transcends his writing, he is in no way the subject of which his book is the predicate (…).” (p. 221) The scriptor’s role is hence that of assembling pre-existing texts (i.e. citations) in a novel manner and of empowering the reader. Since there is no ‘Author-God’, a text has no theological meaning; “nothing has to be deciphered” (p. 223).
Journal of Marketing Management, 2018
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PUBLISHED PROCEEDINGS by Luca M. Visconti
Papers by Luca M. Visconti
We think that the world has always been changing, and our era makes no exception. For sure, contemporary society experiences a speed in changes and a spectacularization of them that were hardly imaginable in pre-modern and modern times (Brown 1995). Among others, the impact of new technologies and the ‘global diasporas’ (Cohen 1997) have rapidly multiplied the opportunity to live in more countries, meet more people and acquire more information. In short, the world has become a smaller place.