Giulia Miniero
Curriculum Vitae
Giulia.miniero@unibocconi.it
EDUCATION
Bocconi University, Milan, Italy
Ph.D in Business Administration and Management
Thesis Committee: Michela Addis, Simona Botti, Gabriele Troilo
Bocconi University, Milan,Italy
Master degree in Economics for Arts, Culture and Communication, 2004
Grade: 110/110 cum laude
Rotterdam School of Management, Erasmus University, The Netherlands
Visiting Ph.D Student, October 2008- March 2009
Supervisor: Stijn Van Osselaer
Calabria University
Summer School, “Structural Equation Modeling – Advanced”, September 2009
Summer School, “Social Network Analysis”, July 2008
Summer School, “Structural Equation Modeling with Lisrel”, July 2007
Copenhagen Business School
Doctoral Workshop “Writing for Research Purpose”, March 2006
SDA Bocconi
ECCH- European Clearing Case House “Advanced Case Writing Workshop”, June 2005
Bocconi University
Center for the Development of Teaching Capabilities “Learning how to teach”, May 2005
RECOGNITION
Best Ph.D Paper Award
Bocconi University, Business Administration and Management Ph.D Program, recognition for the best
publication, September 2009
Post lauream research and training scholarship
Bocconi University, IEGI (Institute of Corporate Economics and Management), January 2005, June
2006
DISSERTATION SUMMARY
Power fascinates (Anderson and Galinsky 2006). Several studies on power (Fiske 1993, Pfeffer 1992,
show that it affects many psychological processes.
Power is a deeply investigated concept in psychology, since it “exerts a tremendous effect on people’s
behaviour” (Rucker and Galinsky 2008 pp: 258). Surprisingly, studies exploring the effects of power on
individuals within consumption contexts are limited. The mechanisms that make power influence
complex consumer tasks are still under investigation.
Power is defined both as the control over important and valued resources (Keltner, Gruenfeld and
Anderson, 2003), and, since it governs social relationships and alters individual psychological states, it
is regarded also as an individual ability to perform actions (Galinsky et al 2009). It is perhaps one of the
most universal forces in consumers’ social world. Throughout the day individuals are likely to have
experiences of feeling both powerful and powerless (Rucker and Galinsky 2008). Further, power
determines multiple psychological effects for the individual. Powerful individuals are more prone to take
action, to negotiate offers and to help in emergencies (Galinsky et al 2003); individuals who feel
powerful tend to be more optimistic and more hopeful about their own future (Anderson and Galinsky
2006). Moreover, individuals who experience power situations tend to process information at a more
abstract level (Smith and Trope 2006).
Paper 1: “The role of fantasy in watching motion pictures. The transportation effect” with M.
Addis, F. Ricotta
In the first paper, I look at power as the ability to perform actions. In particular, I look at the concept of
fantasy proneness as the ability that some individuals have of performing mental imagery activities,
fantasizing, daydreaming (Merckelbach, Horselenberg, & Muris, 2001). Specifically, the paper
investigates the role that individual fantasy might have in influencing the way consumers get involved
into products and evaluate them favourably. The first contribute of the paper is to provide a working
manipulation of the fantasy proneness concept. So far, this personality trait has been only measured and
this was a relevant limitation to its applicability. Being able to manipulate the concept allows
understanding and working on its characteristics and investigating its consequences. Secondly, the paper
looks at how individuals high on fantasy proneness get more transported. Transportation is an important
route to persuasion (Green and Brock 2000). Three experiments show that (a) movies have an impact on
individuals’ transportation, (b) fantasy proneness increases the level of transportation; (c) transported
individuals better evaluate films.
Paper 2: “How Fantasy proneness affects preference for customized product ” with M. Addis, F.
Ricotta, D. Raccagni
Customization has been explored as a relevant topic due to its ability of influencing differentiation
processes (Miceli, Ricotta, Costabile 2007). Marketing scholars have widely recognized the importance
of offering personalized products to consumers (Miceli, Ricotta, Costabile 2007; Dellaertand Stremersch
2005). The interest in personalization firstly aroused as a fundamental driver for product differentiation
(Pine, 1993; Womack, 1990). Recently, scholars demonstrated that customized products create higher
benefits for customers than standard products because they deliver a closer preference fit (Franke et al
2009). Franke et al (2009) specify that the prerequisite for this effect is the ability to obtain precise
information on what customers actually want. Indeed, despite the acknowledged benefits of offering
personalized products, Hill (2003) affirms that consumers sometimes prefer the default configurations
provided by the producer and fail to recognize the benefits offered by personalization. Thus,
understanding, under what circumstances customers really prefer personalized products and reckon their
benefits becomes crucial. In this paper, I look at fantasy proneness an antecedent of preference for
personalized products. Fantasy proneness- the ability that some individuals have of spending much of
their time fantasizing, reporting vivid childhood memories (Merckelbach, Horselenberg, & Muris, 2001)
– might be connected to the desire for more customized products. Indeed, these products allow
consumers to express their unique preferences and individuals characteristics. Preliminary experimental
results show that individuals high on fantasy proneness show greater preference for personalized
products. In addition, they also prefer product options where they can exploit higher degree of
personalization.
Paper 3: “Power and compromise choice” with D. Smeesters
In this paper I look at power as the ability to have control over cognitive resources. According to the
psychological perspective that power influences individual psychological state and behaviors even in
consumption contexts, the paper is devoted at better understanding the role of power in driving
consumption choices. The psychological state of power alters cognitive functioning and increases
vulnerability to performance changes during complex executive tasks, such as decision making. Thus, it
is worth to investigate how power influence the way individuals make choices. A special kind of choice
which might be affected by the perceived level of power is the one in which the compromise effect, a
robust context effect, is present. Research on decision making affirms that consumer choice is highly
context dependent (Young et al 2009, Bettman et al 1998). Context effects, such as compromise and
attraction, have many practical implications in areas such as new product introduction, product deletion,
positioning strategy, and product assortments (Kivetz, Netzer, and Srinivasan 2004; Simonson and
Tversky 1992).
In addition, they have important theoretical implications (Mourali 2007), since they violate some
fundamental properties underlying most rational choice models (Luce 1977).
Specifically, compromise effect (Simonson 1989) appears when adding an extreme option to the choice
set shifts the choice preferences in favour of the compromise option.
According to Dhar and Simonson (2003), the choice of a compromise option is a cognitively complex
task because it draws value from both traded-off dimensions. Consequently, the concept of power might
contribute in explaining the consumption choices among a set of alternatives, and might predict the
individuals’ choice.
Two experiments show that low power individuals, perceiving a lack of resource, rely on simpler, less
effortful processing mode and do not engage in the trade-off comparisons.
ONGOING PROJECT
“A Quantitative and Qualitative Comparative Analyses of Advertising Appeals” with Prof. J.
Hornik
In this project, Meta-analytic procedures and QCA (Qualitative Comparative Analysis) are used to
examine advertising message appeals and compare the relative effectiveness of 7 major ad appeals on
two outcome variables: Persuasion and Aad (attitude toward the Ad).
PUBLICATIONS
Hornik, J., Miniero, G., “Synchrony Effect on Customers' Response and Behavior", International
Journal of Research in Marketing , volume 26, issue 1, 2009
Jarach, D., Miniero, G., Zerbini, F., “When legacy carriers converge with low cost: the hybrid approach
of Brussels Airlines”, Journal of Air Transportation Management, vol 15, issue 6.
Hornik, J., Miniero, G., “Synchrony Effect on Customers' Response and Behavior", Recanati Business
School (Tel Aviv) Working Paper Series, n°3, 2007
Addis, M., Miniero, G., (2007) “Essere “in” quando si sceglie di essere “out”: la gestione delle relazioni
nel caso del Teatro Out Off”, (To be “in” when you choose to be “out”: a relationship management
approach in the Out Off Theatre), Finanza Marketing e Produzione, June, vol 2.
Addis, M., Miniero, G.(2007) “Il valore competitivo dell’esperienza di consumo” (Competitive value of
consumption experience) in Addis M. (2007) Ad uso e consumo. Il marketing esperienziale per il
manager, Prentice Hall- Financial Times.
Addis, M., Miniero, G. (2007) “Rendere il caffè un’esperienza straordinaria: il caso Illy”, (Make coffe
an extraordinary experience) in Addis M (2007) Ad uso e consumo. Il marketing esperienziale per il
manager, Prentice Hall- Financial Times.
Addis M., Miniero G., Scopelliti I., Soscia I. (2007) "Una campagna eventi esperienziale: il caso
Jägermeister by Compass Italia" (An experiential event campaign: the Jagermaister case by Compass
Italia) in Addis M. (2007) Ad uso e consumo. Il marketing esperienziale per il manager, Prentice HallFinancial Times.
Addis, M., Miniero, G., Scopelliti, I., Soscia, I, “Enhancing social experiences to build brand image”,
Volume 8 of European Advances in Consumer Research Proceedings of the 2007 European ACR
Conference in Summer 2007.
Hornik, J., Miniero, G., “Individuals’ Cyrcadian Cycle and Consumer Behavior” Volume 8 of European
Advances in Consumer Research Proceedings of the 2007 European ACR Conference Summer 2007.
Ashkenazi, T., Miniero, G., Hornik, J. (2006) ”Exploring the Intentional Gap Between Signing an Organ
Donor Card and Actual Behavior : Comparing the Jewish State and Christian Italy”, Journal of
International Consumer Marketing, vol 18, issue 4.
CONFERENCE PRESENTATION
Miniero, G., Addis, M., Ricotta, F. “Realism and Fantasy in motion pictures: transportation under
debate”, EMAC 2010 Conference, Copenhagen, June 2010;
Miniero, G, Smeesters D., “Power and Compromise Choice”, EMAC 2010 Doctoral Colloquium,
Copenhagen June, 2010.
Arbore, A., Soscia, I., Miniero, G. “Computer based lie detection technique”, American Marketing
Association Conference, Boston , August 2010.
Rurale, A., Miniero, G., Carù, A. “Measuring Customer satisfaction in a multitarget cultural institution:
evidences for “Milano per La Scala” Foundation” 10th AIMAC Conference, June 2009
Jarach, D., Miniero, G., Zerbini, F. “When legacy carriers converge with low cost: the hybrid approach
of Brussels Airlines”, Accepted 12th Air Transportation Research Society World Conference Athens, July
6-10, 2008
Addis, M., Miniero, G., Scopelliti, I., Soscia, I. “Enhancing social experiences to build brand image”,
European Association for Consumer Research (EACR), Bocconi University, Milan, July 2007
Hornik, J., Miniero, G. “Individuals’ Cyrcadian Cycle and Consumer Behavior”, European Association
for Consumer Research (EACR), Bocconi University, Milan, July 2007
Addis, M., Miniero, G., Scopelliti, I., Soscia, I, “Creating consumption experiences to build brand image
measuring its effects through a quasi experiment”, Thought Leaders International Conference on Brand
Management, University of Birmingham, England, April 2007
Addis, M., Miniero, G., Scopelliti, I., Soscia, I. “The role of experiential marketing in brand
repositioning. A quasi-experiment in the spirit industry”, 35th EMAC Conference, Athens, Greece, May
2006
Addis, M., Miniero, G. “Relationship Management for a cultural institution: the case of the Out Off
Theatre” presented at ICCPR Fourth International Conference on Cultural Policy Research, Vienna,
Austria, July 2006.
Pace, S., Miniero, G. “Does Advertising Communicate Competence in B2B? A content analysis in the
fashion industry” presented at the Industrial Marketing and Purchase Conference, Milan, Italy,
September 2006.
TEACHING EXPERIENCE
Instructor
Marketing Communication (undergraduate), Fall 2009;(in Italian)
Marketing Communication and Media BtoB and BtoC,( master), 2009, 2010; (in italian)
Advanced Marketing,( master), 2009, 2010; (in English)
Teaching Assistant
Event and marketing Communication (master), 2008; 2009; 2010 (in English)
Strategic Marketing (master), 2009 (in English)
DEVELOPED TEACHING CASES
“Analysing the demand structure: the beer market” with C. Chizzoli, June 2007;
“Analysing channel distribution. The Lee case”. with S. Castaldo, M.Grosso, January 2008
“A critic approach to marketing communication” with: F. Golfetto, D. Rinallo, January 2009
“Fondazione Milano per la Scala: a customer satisfaction analysis through the gap model” with: I.
Soscia, A. Rurale, June 2009
“Planning and evaluating the communication mix: Valtur case” with S. Cirillo, June 2010
REFERENCES
Michela Addis
Associate Professor
University of Rome 3
Via Silvio D’amico 77, 00145 Roma, Italy
maddis@uniroma3.it
Simona Botti
Assistant Professor
London Business School
Regent's Park, London, NW1 4SA
London
United Kingdom
sbotti@london.edu
Gabriele Troilo
Associate Professor
Bocconi University
Via Roentgen 1, 20136 Milano, Italy
Gabriele.troilo@sdabocconi.it
Jacob Hornik
Professor of Marketing
Recanati Graduate School of Business
Tel Aviv University
hornik@post.tau.ac.il