Co-creation in new product development: Which drivers of consumer participation?

The present study investigates co-creation in new product development by providing a conceptual background in the psychological factors favoring consumer participation in company processes. The work explores the consumers' profiles willing to participate in co-creation, through the identification of their personality traits, key motivations, and barriers. Two product typologies are investigated, namely high-tech and high-touch products through survey research on a sample of Italian consumers. Results from structural equation modeling show that consumers' personality traits affect the perceived motivations and barriers to co-create, in turn shaping their willingness to co-create. Furthermore, consumer willingness to co-create varies depending on the product typology. Under a managerial viewpoint, the research study provides practitioners with keys to design targeted co-creation activities, fitting with the specific product typology and audience, and to devise the most suitable participation incentives to offer

The influence of television content on advertisement: a neurophysiological study

Emotional and cognitive reactions to the media context prove impactful on advertising effectiveness. However, research on the topic remains lacking and with a profusion of mixed results regarding the role of the context in enhancing or detracting communication effectiveness. This study explores the media context-advertising relationship, by investigating the influence of television content on advertisement in light of media psychophysiology and grounding on the Halo effect theory. Consumers’ responses to different television content and advertisements are assessed. Specifically, consumers’ arousal, pleasure, attention, and memorization are measured through brain analysis, heart rate, and skin conductance detection. Self-reported methods complement such analysis, by exploring the values associated with the television content and the advertised brands. Results show that television content influences consumer responses to the advertisement and the values associated with the brands, confirming the existence of a halo effect. Responses differ among television content typologies

The evolving nature of the marketing–supply chain management interface in contemporary markets

Purpose: The purpose of this paper is to reshape and interpret the essence of marketing–supply chain management (M–SCM) interface in the glance of the dramatic changes occurring in competition and market relationships. Design/methodology/approach: By reviewing relevant literature and analyzing evolutions in the different phases of the marketing funnel, the author develops an evolutionary pattern for M–SCM interface. Findings: As the markets evolve to an always-on, service-dominant logic, being market-driving becomes a necessary condition, and as such marketing strategies must be capable of reconfiguring supply chains to reshape the value for customers. This implies a dramatic organizational change, even beyond mere technological issues. Originality/value: The paper aims at setting some research directions for business process management and organizational patterns to govern M–SCM interface

Segmenting Chinese Tourists by the Expected Experience at Theme Parks

In this paper we propose an experiential approach to tourist segmentation aimed at overcoming the limits of both socio- demographic and context-specific approaches widely adopted in literature and in practice. In this study, segmentation is carried out based on expected experience of Chinese tourists in Shanghai World Expo. Segmentation reveals four tourist clusters with different interests in their experience visiting World Expo. The clusters showed insignificant differences in demographics, but proved to be powerfully discriminant in tourists’ satisfaction and loyalty, which affirms the potential of tourist experience being a segmenting variable. Moreover, thanks to the analysis, an evaluation of Shanghai World Expo's success in terms of visitors’ satisfaction is provided