Francesco Massara

Associate Professor of Marketing at Università IULM (Milan). Has been teaching at the University of Calabria, at the University of Modena and Reggio Emilia, at Toulouse Business School, at the Catholic University of the Sacred Heart and at LUISS Business School. Visiting Scholar at Purdue University and at the University of California at Riverside, he has received international grants from the Marketing Science Institute. His research interests focus on understanding the effects of the retail context on consumer behaviour, with particular reference to companies that manage and own monobrand store networks. He has published papers in marketing research journals such as Psychology and Marketing, the Journal of Business Research, Marketing Letters, Annals of Tourism Research, the Journal of Retailing and the Journal of Advertising Research. He is Director of the Master in Retail Brand & Sales Management at IULM University.

CURRENT POSITION:

Professor, Head of Master's Degree in Marketing, Consumi e Comunicazione - Indirizzo Retail Management; Vice Coordinator Doctorates in Communication, Markets & Society

RESEARCH LINES:

Consumer behaviour: perception, construal level theory, emotions, self-expression
Brand: brand relationships, retail brands, luxury brands
Retail: context effects on the shopping experience
Artificial intelligence: effects on consumer experience

DISCIPLINARY GROUP:

SECS-P/08 – Economia e Gestione delle Imprese

Although IULM University takes all necessary care to ensure the publication of correct, updated and complete information, it is not responsible for the contents of the curricula published online on the Portal www.iulm.it. The holder of this curriculum vitae is the exclusive guarantor and responsible for the correctness and truthfulness of the information contained therein.

Vaiciukynaite Egle, Francesco Massara e Rimantas Gatautis 2017. An Investigation on Consumer Sociability Behaviour on Facebook. Engineering Economics, 28(4), 467-474.

Massara Francesco 2016. La customer journey nello spazio di vendita: governare il flusso della comunicazione. EGEA spa.

Porcheddu Daniele, Francesco Massara 2015. Disposizione dei prodotti a scaffale e percezione di numerosità. I risultati di uno studio esplorativo. Micro & Macro Marketing, 24(1), 85-108.

Massara Francesco 2014. Progettare la comunicazione e l’esperienza di marca in-store: il contributo della cct. Mercati e competitività, 2014(1), 61-82.

Massara Francesco, Daniele Porcheddu e Robert D. Melara 2014. Asymmetric perception of sparse shelves in retail displays. Journal of Retailing, 90(3), 321-331.

Massara Francesco, Robert D. Melara, e Sandra S. Liu 2014. Impulse versus opportunistic purchasing during a grocery shopping experience. Marketing Letters, 25(4), 361-372.

Massara Francesco e Fabio Severino 2013. “Psychological Distance in the Heritage Experience”, Annals of Tourism Research, 42 (July), 108-129.

Massara Francesco, Fabio  Ancarani, Michele Costabile e Francesco Ricotta 2012. “Social Desirability in Virtual Communities”, International Journal of Business Administration, 3 (6), 93-100.

Pellegrini Luca e Francesco Massara 2011. Controcorrente: Percorsi di Crescita per le Aziende Italiane del Largo Consumo. Egea, Milano.

Massara Francesco, Sandra S. Liu and Robert D. Melara 2010. “Adapting to a Retail Environment: Modeling Consumer-Environment Interaction”, Journal of Business Research, 63(7), 673-681.

Massara Francesco, , Robert D. Melara and Sandra S. Liu. 2009. “Using Virtual Reality to Grasp the Secrets of Buying Behavior”,Finanza, Marketing e Produzione, 2, 63-92.

Liu Sandra S., Robert D. Melara, Jie Chen e Francesco Massara 2008. “Integration of Consumer Buying Behavioral Parameters with Signal Detection Tests”, Psychology and Marketing 25(6), 506-520.

Massara Francesco e Sandra S. Liu 2007. “The Impact of Consumption Goal on Perceptual, Cognitive and Affective Responses to Retail Environments: A Conceptual Framework”, Mercati e Competitività, (3), 151-172.

Massara Francesco e Giovanni Pelloso. 2006. “Investigating the Consumer-Environment Interaction through Image Modelling Technologies: An Experimental Evidence”, International Review of Retail, Distribution and Consumer Research, 16(5): 519-531.

Massara Francesco. 2003. “Store Atmospherics: Still a Fledgling Art”, International Commerce Review, Vol. 3 N. 2, pp. 47-52.

Conferenze
Corsaro Daniela, Francesco Massara, Stefania Romenti 2017. De-humanizing the customer experience: a conceptual framework. In: Il Marketing di successo. Imprese, enti e persone. ISBN: 978-88-907662-9-9, Bergamo, 2017.

Porcheddu Daniele, Massara Francesco, Usai Antonio 2016. Alcune applicazioni dell’illusione di Müller-Lyer alla gestione dello spazio espositivo a scaffale.. In: Marketing & Retail nei Mercati che Cambiano. ISBN: 978-88-907662-6-8, Cassino, 2016.

Francesco Massara 2015. The emotional osmosis between manufacturer and store brands. In: Il Marketing a servizio delle città. Beni culturali e rivitalizzazione urbana. Torino:Società Italiana di Marketing, ISBN: 9788890766244, Torino, 2015

Massara Francesco, Porcheddu Daniele 2015. Evaluating lifestyle branding as a long-term brand strategy: effects on perceived value attributions.. In: Il marketing al servizio delle città. Beni culturali e rivitalizzazione urbana. Società Italiana di Marketing, ISBN: 9788890766244, Torino, 12

Massara Francesco, Corciolani Matteo 2015. Situational and dispositional mediators to elicit advocacy towards heritage protection. In: Il marketing al servizio delle città. Beni culturali e rivitalizzazione urbana.. Torino:Società Italiana di Marketing, ISBN: 9788890766244, Torino, 2015

Massara Francesco and Thomas P. Novak. 2010. “The Role of Context and Content on Recognition Accuracy: Differences Between Virtual Worlds and Traditional Web Environments”, Advances in Consumer Research 2010, 7-10 October, Jacksonville, Florida, USA.

Massara Francesco and Thomas P. Novak. 2010. “Context-specific Information Processing: Investigating Circumstances that Improve the Retention of Message Content”, Marketing Science Conference 2010, 16-19 June, Cologne, Germany.

Massara Francesco, Fabio Ancarani, Michele Costabile, Maurizio Moirano e Francesco Ricotta. 2009. “Are You Telling Me the Truth? Authenticity of Responses in Virtual Worlds Research”, 8th International Congress Marketing Trends, 16-17 Gennaio, Parigi, Francia.

Massara Francesco e Thomas P. Novak, 2008. “Factors Affecting Response Accuracy in Virtual Worlds”, Advances in Consumer Research 2008, 23-26 Ottobre, San Francisco, California, USA.

Massara Francesco, Robert D. Melara e Giovanni Pelloso. 2007. “A Nutrition Education Test in a Virtual Store Environment”, National Conference on Health, Communication, Marketing and Media 2007, 29-30 Agosto, Atlanta, Georgia, USA.

Liu Sandra S., Robert D. Melara, Jie Chen e Francesco Massara. 2006. “Integration of Consumer Buying Behavioral Parameters with Signal Detection Tests in a Virtual Environment”, Academy of Marketing Science Conference 2006, 24-27 Maggio, San Antonio, Texas, USA.

Massara Francesco e Giovanni Pelloso. 2005. “Investigating the Consumer-Environment Interaction through Image Modelling Technologies: An Experimental Evidence”, The 13th International EAERCD Conference on Research in the Distributive Trades, 29 Giugno – 1 Luglio, Lund, Svezia.

Massara Francesco e Giovanni Pelloso. 2005. “Shopping goals as antecedents of store environment's preference: An exploratory analysis and theoretical development”, Society for Consumer Psychology Winter Conference, 24-27 Febbraio, Saint Petersbourgh Beach, Florida, USA.

Massara Francesco e Giovanni Pelloso. 2004. “Let’s Make it Virtual: Developing Modular Prototypes for Store Environment Experimental Research”, Marketing Science Conference 2004, 24-27 Giugno, Rotterdam, Olanda.

Massara, Francesco and Daniele Scarpi. 2004. “Pavlov Dog’s Goes Shopping: Interactionism and Reactionism in Store Environments”, American Marketing Association Winter Conference, 6-9 Febbraio, Scottsdale, Arizona, USA.

Massara Francesco. 2003. “Interactionism vs Reactionism: Are Shoppers Always Prone to Store Environments?”, 7th Triennial AMS/ACRA Retailing Conference, 6-9 Novembre, Columbus, Ohio, USA.

Research Grants

Massara Francesco e Thomas P. Novak, “Consumer Research in Virtual Worlds: The Role of Context and Content on Response Accuracy“, research grant da parte del Marketing Science Institute, Aprile 2008.

Giovanni Pelloso e Francesco Massara, “Virtual Edutainment – VIRED – Un Programma di Educazione al Consumo”, research grant da parte della Provincia Autonoma di Trento, Dicembre 2007.

Liu Sandra S., Francesco Massara e Robert D. Melara  “Enhancement of Multimedia Shopping: A Computer-Based Methodology for Investigating Consumer Environment Interaction and In-Store Decision Making”, research grant da parte del Marketing Science Institute, Giugno 2005.

Although IULM University takes all necessary care to ensure the publication of correct, updated and complete information, it is not responsible for the contents of the curricula published online on the Portal www.iulm.it. The holder of this curriculum vitae is the exclusive guarantor and responsible for the correctness and truthfulness of the information contained therein.

COURSES 2020/2021

Bachelor of Science in Corporate Communication and Public Relations

- Marketing

Master's Degree in Marketing, Consumption and Communication

- Advanced marketing (Group 1)

- Advanced marketing (Group 2)

Master's Degree in Strategic Communication

- Brand, Identity & Reputation

COURSES 2019/2020

Bachelor of Science in Public Relations and Business Communication

- Marketing

Master's Degree Course in Strategic Communication

-Brand, Identity & Reputation

Master's Degree Course in Marketing, Consumption and Communication

- Advanced marketing

- In-store Communication

COURSES 2018/2019

Bachelor of Science in Public Relations and Business Communication

- Marketing

Master's Degree Course in Marketing, Consumption and Communication (Group 1, 2)

- Advanced marketing

Master's Degree Course in Marketing, Consumer Affairs and Communication (Address: Retail Management)

- In-store Communication

COURSES 2017/2018

Bachelor of Science in Public Relations and Business Communication

-Marketing

Master's Degree Course in Marketing, Consumption and Communication (Group 1)

- Advanced marketing

Master's Degree Course in Marketing, Consumption and Communication (Group 2)

Advanced marketing

Master's Degree Course in Marketing, Consumer Affairs and Communication (Address: Retail Management)

- In-store communication

Master's Degree Course in Hospitality and Tourism Management

-Strategic Marketing in Hospitality and Tourism

Master's Degree Course in Strategic Communication

- Brand, identity & Reputation

Consumer Behaviour & Integrated Marketing Communication

COURSES 2016/2017
Bachelor of Science in Public Relations and Business Communication

- Marketing-

Retail & Brand Communication

Master's degree course in Marketing, Consumption and A-L Communication

Digital Marketing and multichannel
- In-store Marketing

Master's Degree Course in Marketing, Consumer Affairs and Communication M-Z-

Advanced marketing

Master's Degree Course in Marketing, Consumer Affairs and Communication (Address: Retail Management)

- In-store marketing

COURSES 2015/2016

Bachelor of Science in Public Relations and Business Communication

- Marketing

Bachelor of Science in Public Relations and Business Communication

- Retail & Brand Communication

Master's Degree Course in Marketing, Consumer Affairs and Communication (Address: Retail Management)

- In-store Marketing

Master's Degree Course in Marketing, Consumer Affairs and Communication (Address: Brand Management)

- Marketing and brand

COURSES 2014/2015

Bachelor of Science in Public Relations and Business Communication

- Marketing

Bachelor of Science in Public Relations and Business Communication

- Retail & Brand Communication

Master's Degree Course in Marketing, Consumption and Communication (Address: Retail Management)

- Marketing and retail

- In-store Marketing

Master Degree Course in Marketing, Consumption and Communication (Address: Brand Management)

- Marketing and brand

COURSES 2013/2014
Master's Degree Course in Marketing, Consumption and Communication - specialising in Retail Management

- Marketing and retail

— In-store Marketing

Master's degree course in Marketing, Consumption and Communication - focus on brand management

— Marketing and brand

COURSES 2012/2013
Master's Degree Course   in Marketing, Consumption and Communication - specialising in Retail Management

- Marketing and retail

- In-store Marketing

Master's degree course in Marketing, Consumption and Communication - focus on brand management

- Marketing and brand

COURSES 2010/2011
Master Degree Course in Marketing, Consumption and Commercial Distribution

- In-store Marketing II

Master Degree Course in Brand Strategy and Communication, Fashion and Design

- Market Research Laboratory