Virtual is so real! Consumers' evaluation of product packaging in virtual reality

Virtual Reality (VR) is shaping all human activities, and with the advent of the metaverse, buyers are going to experience new ways of doing shopping. What would happen if consumers will be asked to assess a product's attribute, i.e., packaging, in a virtual environment, instead of being able to physically hold the product, like in a traditional purchasing process? The aim of this study is to analyze consumers' evaluation of packaged products in immersive VR, manipulating packaging structural and haptic cues, and clarify potential differences with the consumers' responses in the real life. We conducted two focus groups (Study 1), with 16 participants, a mixed design experiment (Study 2), involving 167 consumers, to analyze consumers' attitudes, and a choice-based conjoint analysis (Study 3), with 41 individuals, to study actual choice behavior. The main findings reveal that consumer behavior in VR is consistent with everyday life, except for minor variations. VR proves to be an efficient and rigorous research environment, also suitable for testing sensory cues and non-tangible attributes. Finally, the article suggests managers can effectively use VR for product and packaging development, through a more sustainable process that requires fewer resources and time compared to traditional testsinfo:eu-repo/semantics/publishedVersio

Has VZV epidemiology changed in Italy? Results of a seroprevalence study

The aim of the study was to evaluate if and how varicella prevalence has changed in Italy. In particular a seroprevalence study was performed, comparing it to similar surveys conducted in pre-immunization era. During 2013–2014, sera obtained from blood samples taken for diagnostic purposes or routine investigations were collected in collaboration with at least one laboratory/center for each region, following the approval of the Ethics Committee. Data were stratified by sex and age. All samples were processed in a national reference laboratory by an immunoassay with high sensitivity and specificity. Statutory notifications, national hospital discharge database and mortality data related to VZV infection were analyzed as well. A total of 3707 sera were collected and tested. In the studied period both incidence and hospitalization rates decreased and about 5 deaths per year have been registered. The seroprevalence decreased in the first year of life in subjects passively protected by their mother, followed by an increase in the following age classes. The overall antibody prevalence was 84%. The comparison with surveys conducted with the same methodology in 1996–1997 and 2003–2004 showed significant differences in age groups 1–19 y. The study confirms that in Italy VZV infection typically occurs in children. The impact of varicella on Italian population is changing. The comparison between studies performed in different periods shows a significant increase of seropositivity in age class 1–4 years, expression of vaccine interventions already adopted in some regions

International marketing and the country of origin effect: the global impact of made in Italy

The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy maker