Risultati ricerca

Antonella Zucchella, Giovanna Magnani

Customer centric organization e comunicazione.

Attivare il brand nell'era digitale

Nell’era della digital transformation, il volume propone un’aggiornata e interessante sistematizzazione degli elementi più innovativi che stanno determinando l’evoluzione del marketing. Per le sue caratteristiche, il testo si rivolge tanto ai professionisti del marketing quanto agli studenti dei corsi universitari in marketing, offrendo un’opportunità concreta di aggiornamento, approfondimento e riflessione.

cod. 248.8

Giovanna Magnani, Tommaso Bertolotti, Antonella Zucchella

Cognitive aspects of car sharing in Millennials. Active sharers and reluctant users

MERCATI & COMPETITIVITÀ

Fascicolo: 1 / 2018

In this paper, we analyze how car sharing is experienced by both active sharers and reluctant users. We integrate the consumer culture theory perspective with a cognitive approach to gain knowledge as to the cognitive aspects involved in the decision to use car sharing services. Through a phenomenographic design, we explore the different understandings of car sharing on a sample of Italian Millennials, interviewed either with a dedicated Focus Group or through in-depth individual interviews. Within our design, we employ what we call a "cognitive approach" to Focus Groups. We find three emerging understandings of car sharing and hypothesize that Millennials’ attitude towards the sharing economy may be affected by a mild extent of cognitive dissonance.