dr. L. Alvino (Letizia)

Assistant Professor

About Me

Letizia is Assistant Professor of Marketing at the Faculty of Behavioural Management and Social Sciences (Entrepreneurship & Technology Management). 

She has been visiting scholar at various universities and research institutes including Delft University of Technology (The Netherlands), IULM University (Italy), SRK University Bhopal (India), Chaudhary Charan Singh University of Meeerut (India), International Institute of Knowledge Management (Sri Lanka), and Global Alliance of Marketing & Management Association (Japan).


Business & Economics
Consumer Behaviour
Individual Preferences
Marginal Utility
Social Sciences
Medicine & Life Sciences


My research lies in the field of Marketing and Neuromarketing. My research aims at investigating the neuronal and cognitive mechanisms that identify and define the decision-making process in the organizations. I also analyse and study the biological basis underlying the buying decision process (B2B and B2C). Specifically, I investigate how consumers evaluate products' quality. Finally, I study how the product features (e.g., price, brand and label) influence consumers' brain activity and behaviors.

My objective: contribute to develop knowledge about consumer behaviour interesting for both academia and companies.


Other Contributions
  • Alvino L., Constantinides E. and van Der Lubbe R., Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity. Frontiers in Psychology, 2021, [Link]. 
  • Alvino L., Pavone L. Abhishta A. and Robben, H., Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research. Frontiers in Neuroscience, 2020, [Link]. 
  • Alvino, L., van Der Lubbe R. and Constantinides E., Which wine do you prefer? Analysing consumer behaviour and brain activity in a wine tasting experience. Asia Pacific Journal of Marketing & Logistics, Vol. 32, Issue 5, pp. 1149-1170, 2019, [Link]. 
  • Alvino L., Constantinides E. and Franco M., Towards Better Understanding of Consumer Behavior: Marginal Utility as a Parameter in Neuromarketing Research. International Journal of Marketing Studies (IJMS), Volume 10, Issue 1, 2018. 
  • Alvino L. and Franco M.,The Decision-making Process Between Rationality and Emotions. Inter- national Journal of Scientific Research and Management (IJSRM), Volume 5, Issue 9, 7074-7092, 2017. 
  • Franco M., d’Alfonso L., De Icco F., Mancini R., Tursunbayeva A. and Alvino L., Research Paths of Ph.D. in Innovation and Management of Public Resources . Editoriale Sientifica, Napoli. ISBN: 978-88-6342-908-4, 2016. 

Google Scholar Link


Letizia has designed and is currently teaching several courses to bachelor and master students on topics such aadvanced marketing, consumer behaviour, organizational behaviour and research. Her tasks also include supervising students during their thesis research, contributing to marketing research, participating in internal and external reviews of subjects and programs.

Affiliated Study Programmes


News on utwente.nl

  • Podcast-Bazenradio (2022)-"Writing and disseminating textbooks" [also on Spotify]. 
  • Schoenvisie (2021)-"Mensen willen ruiken, voelen, proeven".
  • Textilia (2021)-"Schone Kleren Campagne".
  • Nyenrode (2021)- "Mensen willen ruiken, voelen, proeven". 
  • Textilia (2021)-"De fysieke winkel is terug, en nu vasthouden!".
  • Neuromed News (2021)-"Cos’è’il Neuromarketing" [also on Youtube]

Contact Details

Visiting Address

University of Twente
Drienerlolaan 5
7522 NB Enschede
The Netherlands

Navigate to location

Mailing Address

University of Twente
P.O. Box 217
7500 AE Enschede
The Netherlands