Measuring the Unmeasured: Cultural Heritage Studies in Honor of Prof. Francesco Forte

This paper presents the contributions of Francesco Forte to the measurement of art and cultural goods and services, as I worked with him as his co-author. These contributions range from the valuation of art goods by the art matrix we conceived, to the valuation of the cultural welfare of nations, regions and local communities. Our work also assessed the provision of cultural welfare at the national, regional and local level for the public and non-profit sectors and measured the efficiency and effectiveness of museum bureaucracies. We also studied the profitability of investments in the arts by considering product life cycles, artistic movements and economies. More recently, with Michele Caputo, we focused on the long-run life cycle and success of the movie industry for select countries competing with foreign movie industries and TV entertainment by adopting Caputo’s fractional derivatives theory, which captures the role of past history. Professor Forte and I also developed the Differential Touristic Development Index to measure the effects of art and cultural enterprises as tourist attractions. The most innovative contributions of Francesco Forte to the measurement of the economic value of cultural goods and services demonstrate that it is possible to “measure the unmeasured,” and therein improve public collection of statistical data with the goal of increasing the preservation and valuation of cultural goods and services and highlighting their potential as economic multipliers.     

Cross-Cultural Consumer Behavior: Use of Local Language for Market Communication—A Study in Region Friuli Venetia Giulia (Italy)

Cross-cultural consumer behavior is of market interest due to globalization of marketplaces, migration, multicultural marketplaces, and diffusion in the EU of many languages. The objective of this study is to check whether the local language used in a marketing communication could affect the consumers’ preferences for food products. The theoretical foundation is the consumer motivational approach that goes deeper into motivations interfering with the consumers’ preference order. The multivariate conjoint analysis is used to evaluate the preferences for attributes described in different languages. A number of students from the University of Udine (located in the northeastern part of Italy) have been submitted to interviews to examine their preferences for a simulated sandwich package reporting information in different languages, distributed by vendor machine. The results suggest that the consumer’s reaction to local language depends on sociodemographic profile, cultural background, language knowledge, and family education, and the local language could actually be used as a market tool for market segmentation. These results are of interest to many EU countries with bilingual communities such as Spain, Belgium, the UK, Switzerland, and most of the Italian regions where local languages are still alive.     

Nutrition and growth in Italy, 1861-1911: What macroeconomic data hide

We investigate how nutritional status responded to economic growth in Italy during 1861-1911. By combining household-level data on food consumption with population censuses, we estimate that the incidence of undernutrition decreased by at least 15% between 1881 and 1901. Income elasticity of calories in 1901 was in the range of 0.3-0.6, varying inversely with the level income. Overall, our findings do not support the pessimists’ view, ubiquitous in the Italian literature. On the contrary, the early phase of Italian industrialization was beneficial to the bulk of the population, and even more so for the poorest among the poor.     

Ad scepticism and retouch-free disclaimers: Are they worth it?

Abstract

The present study analyses the impact of ad scepticism on the way consumers perceive advertising and process its effects, and considers the influence of ad disclaimers. We conduct an experiment that explores three different contexts, namely (1) the total absence of ad disclaimers, (2) the presence of a retouch-free disclaimer and (3) the presence of a retouched disclaimer. By showing how ad scepticism fits in the advertising attitudinal approach, and how new digital developments affect consumers’ processing of advertisements, the results of this experiment can contribute to the marketing literature and clarify relevant topics for practitioners. This paper shows the significant influence played by ad believability and attitude towards the ad on behavioural intentions. This underlines, particularly for marketing practitioners, the importance of an ad’s believability and the credibility of its claims in the sales outcome. Most importantly, the framework offered by this paper shifts the attention towards the believability of advertising disclaimers aimed at clarifying the use of digitally enhanced images.