- Italy
Michela Addis
Roma Tre University, Rome, Italy, Economics, Faculty Member
This article introduces a novel and comprehensive conceptual framework for designing innovative food experiences that enhance food well-being. We call this framework the novel food experience design. It supports managers in cocreating... more
This article introduces a novel and comprehensive conceptual framework for designing innovative food experiences that enhance food well-being. We call this framework the novel food experience design. It supports managers in cocreating customer-centric food experiences to limit unintended detrimental consequences and enhance individual and societal food well-being. The novel food experience design (1) employs a systemic (vs. endemic) approach to the innovation process and (2) promotes prioritizing ethical decision-making alongside economic decisionmaking. Building on insights derived from ecosystem theory and the ethical principles literature, we develop four fundamental propositions to innovate food experiences: do no harm, do good, ensure autonomy, and ensure fairness. Our framework promotes higher levels of individual and societal food well-being than restricted food design innovations, preventing unintended consequences. Finally, we illuminate the implications for service researc...
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This article introduces a novel and comprehensive conceptual framework for designing innovative food experiences that enhance food well-being. We call this framework the novel food experience design. It supports managers in cocreating... more
This article introduces a novel and comprehensive conceptual framework for designing innovative food experiences that enhance food well-being. We call this framework the novel food experience design. It supports managers in cocreating customer-centric food experiences to limit unintended detrimental consequences and enhance individual and societal food well-being. The novel food experience design (1) employs a systemic (vs. endemic) approach to the innovation process and (2) promotes prioritizing ethical decision-making alongside economic decision-making. Building on insights derived from ecosystem theory and the ethical principles literature, we develop four fundamental propositions to innovate food experiences: do no harm, do good, ensure autonomy, and ensure fairness. Our framework promotes higher levels of individual and societal food well-being than restricted food design innovations, preventing unintended consequences. Finally, we illuminate the implications for service resear...
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Research Interests: Engineering and IBM
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... It was only during the Eighties, however, that their thought began to spread all over the world and started to encounter new followers such as the American philosopher Rorty. In Kierkegaard's thought there was already a strong... more
... It was only during the Eighties, however, that their thought began to spread all over the world and started to encounter new followers such as the American philosopher Rorty. In Kierkegaard's thought there was already a strong criticism addressed to the faith in human rationality ...
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Research Interests: Psychology and Loyalty
This study investigates the customer journey and identifies the drivers of excellent customer experience in bookshops. Five research methods—in-depth interview, focus group, participant observation, Zaltman metaphors elicitation... more
This study investigates the customer journey and identifies the drivers of excellent customer experience in bookshops. Five research methods—in-depth interview, focus group, participant observation, Zaltman metaphors elicitation technique, and collective stereographic photo essay—were run on eleven Italian bookshops involving more than 1 100 individuals overall. The contribution of this study is twofold. First, it illustrates the process to adopt when mapping the customer journey and analyzing the customer experience. Specifically, it proposes that customer experience can be deeply understood only via a broad research design involving several different profiles of participants, that are managers and booksellers, customers of different familiarity with bookshops (infrequent, frequent and loyal customers), people that were not familiar with the investigated bookshops but that have been invited on purpose, and people that have special interactions (café and events) with the bookshops. ...
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Purpose Literature from across design studies and innovation management, as well as food marketing research evidence, is examined to highlight the interdisciplinary and experiential research approaches to food consumption and well-being.... more
Purpose Literature from across design studies and innovation management, as well as food marketing research evidence, is examined to highlight the interdisciplinary and experiential research approaches to food consumption and well-being. This conceptual paper aims to address the need to expand the food industry’s goals by considering its contributions to the consumer’s overall food well-being. Food experience design (FED) seeks to understand how food professionals can design healthy and pleasurable food experiences aimed at enhancing people’s food well-being. FED does so by proposing a holistic and integrative framework. Design/methodology/approach This approach examines design thinking by conducting an analysis of the multidisciplinary literature. This paper addresses the gap in the literature by advancing the theoretical and empirical understanding of food design thinking through the lenses of experiential theory and consumer well-being. Findings This review paper clarifies the sc...
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.... more
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 embar...
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... Design/methodology/approach This paper addresses the research question previously mentioned by conducting an analysis of the marketing literature as ... The main areas of investigation are the experiential interpretation of consumer... more
... Design/methodology/approach This paper addresses the research question previously mentioned by conducting an analysis of the marketing literature as ... The main areas of investigation are the experiential interpretation of consumer behaviour, entertainment and education ...
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Il postmodernismo impone anche al Marketing di prendere in considerazione gli aspetti più irrazionali del consumo. Tra questi vi è la fantasia. Dopo aver identificato cinque possibili interpretazioni della fantasia individuale, utilizzate... more
Il postmodernismo impone anche al Marketing di prendere in considerazione gli aspetti più irrazionali del consumo. Tra questi vi è la fantasia. Dopo aver identificato cinque possibili interpretazioni della fantasia individuale, utilizzate nella letteratura di psicologia e di consumer behavior, si approfondisce il ruolo che una di queste interpretazioni – l’orientamento alla fantasia degli individui – svolge nel consumo edonistico. Attraverso due Studi sperimentali condotti in laboratorio si dimostra: (1) che la fantasia individuale può essere efficacemente indotta nei consumatori (Studio 1), e (2) che tale stimolazione è anche efficace risultando in un significativo aumento dell’atteggiamento e dell’intenzione di guardare il film (Studio 2). Infine, sono tracciate le principali implicazioni teoriche e manageriali
Through five international case studies, three Finnish and two Italian, some applications of territorial marketing adopted by the governments of Helsinki and Milan are identified and discussed. Support for the arts is generally cited as... more
Through five international case studies, three Finnish and two Italian, some applications of territorial marketing adopted by the governments of Helsinki and Milan are identified and discussed. Support for the arts is generally cited as one of cities' investment priorities, one which requires careful planning if it is to fully develop benefits for residents and tourists. The cases studied concern contemporary art, and allow some of the causes of success and failure of implemented policies to be identified.
La personalizzazione dei prodotti è considerata una delle ultime frontiere della differenziazione aziendale, ma il processo per raggiungerla è talmente complesso e difficile che non sempre il consumatore vi partecipa, mettendone in... more
La personalizzazione dei prodotti è considerata una delle ultime frontiere della differenziazione aziendale, ma il processo per raggiungerla è talmente complesso e difficile che non sempre il consumatore vi partecipa, mettendone in pericolo i suoi ritorni. Quattro studi sperimentali mostrano che il Fantastical Thinking, il processo cognitivo che spinge gli individui a fantasticare, è una soluzione efficace per migliorare i ritorni dell’investimento in personalizzazione. L’attivazione del Fantastical Thinking: (1) aumenta la domanda dei prodotti personalizzati; (2) riduce lo sforzo percepito nel processo; (3) aumenta le performance oggettive del prodotto (migliore qualità e innovatività degli output) e del processo (minore tempo e attività richieste), (4) può avvalersi dei comuni advergame
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... Bocconi. © Michela Addis, Alessandro Arbore, Fabrizio Zerbini, 2006 Page 2. Innovative ... 2000). In conclusion, we can say that this topic has been studied insufficiently and with fragmented perspec-tives (Webster & Hackley,... more
... Bocconi. © Michela Addis, Alessandro Arbore, Fabrizio Zerbini, 2006 Page 2. Innovative ... 2000). In conclusion, we can say that this topic has been studied insufficiently and with fragmented perspec-tives (Webster & Hackley, 1997). Specifically ...
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Marketing managers currently face an explosion of subjectivity. A glance at the business world reveals new solutions developed to offer customised products. Mass customisation is stressed by academicians in different ways. For example,... more
Marketing managers currently face an explosion of subjectivity. A glance at the business world reveals new solutions developed to offer customised products. Mass customisation is stressed by academicians in different ways. For example, relationship marketing emphasises the role of the relationship between a vendor and its customer, with particular reference to the importance of personal involvement and trust. Reading such phenomena as manifesting an explosion of subjectivity in consumption suggests an enhanced opportunity for applying the experiential view of consumer behaviour. This paper invites marketing managers, as well as marketing and consumer researchers, to recognise the changing environment more proactively and to embrace the increasingly well-established conceptions of the consumption experience more enthusiastically. Copyright © 2001 Henry Stewart Publications.
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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... more
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,
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... communication in general and to aesthetics, semiotics, hermeneutics, art, entertainment, nostalgia and ... For example, relationship marketing emphasises the role of the relationship between a ... inconsumption suggests an enhanced... more
... communication in general and to aesthetics, semiotics, hermeneutics, art, entertainment, nostalgia and ... For example, relationship marketing emphasises the role of the relationship between a ... inconsumption suggests an enhanced opportunity for applying the experiential view of ...
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... Hirschman, EC and Holbrook, MB 1986. Expanding the ontology and methodology of research on the consumption experience. ... Harris, K., Baron, S. and Parker, C. 2000. Understanding thecustomer experience: it's 'good... more
... Hirschman, EC and Holbrook, MB 1986. Expanding the ontology and methodology of research on the consumption experience. ... Harris, K., Baron, S. and Parker, C. 2000. Understanding thecustomer experience: it's 'good to talk'. Journal of Marketing Management , 16: 11127. ...