dr. L. Alvino (Letizia)

Letizia is an Assistant Professor of Marketing at the Faculty of Behavioural Management and Social Sciences (Entrepreneurship & Technology Management). She is also Associate Professor at Nyenrode University. 

Letizia has been visiting scholar at various universities, research institutes or company associations including Delft University (The Netherlands), University of Twente (The Netherlands), IULM University (Italy), Thapar University (India), The Private Label Manufacturers Association (The Netherlands) and Chaudhary Charan Singh University of Meeerut (India).

Expertise

• Social Sciences

  • Neurobiology
  • Neurology
  • Italian
  • Decision-Making Process
  • Marketing Research
  • Willingness-to-Pay

• Psychology

  • Electroencephalography
  • Visual Attention

Organisations

My research lies in the field of consumer neuroscience, also known as neuromarketing. To this end, I use physiological and neurophysiological tools to study buying decisions in both B2B and B2C contexts. 

I aim to understand decision-making processes and dynamics within organizations, particularly in relation to trustworthy and responsible marketing practices. Hence, my research explores consumer behavior and the use of responsible marketing strategies to address and reduce harmful, misleading, or deceptive practices. By examining how consumers perceive, evaluate, and respond to marketing stimuli, my work seeks to contribute to more ethical, transparent, and sustainable forms of marketing. 

My research is frequently carried out in collaboration with international colleagues from institutions in the Netherlands, like University of Twente, Delft University and broad, for example: University University of Rome La Sapienza (Italy), Zaragoza University (Spain), University of Naples Parthenope (Italy), University of Florence (Italy).

I am a Review Editor for Frontiers in Neuroscience in the Decision Neuroscience section. I also serve as a regular reviewer for several academic journals.

Publications

Other contributions

Book

• van Straten, B. Alvino, L. and Tim Horeman (2023) Creating a circular healthcare Sustainable strategies for a circular healthcare, TU Delft OPEN Publishing. Download here: [Link]
• 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. 

Academic Articles

• Schiaroli, V., Alvino, L., Verdonk, E., Dangelico, R. M., & Fraccascia, L. (2025). Sustainability across Borders: which factors influence sustainable footwear Choices? An empirical study on Italian and Dutch consumers. Journal of Cleaner Production, 521, 146133.
• Barbierato, E., & Alvino, L. (2025). Neurowine insights: exploring the impact of neuroscience on wine cue assessment. International Journal of Wine Business Research. Vol. ahead-of-print No. ahead-of-print. [Link] 
• Alvino, L., Herrando, C., & Constantinides, E. (2024). Discovering the art of advertising using neuromarketing: a literature review on physiological and neurophysiological measures of ads. International Journal of Internet Marketing and Advertising, 21(3-4), 297-330.
• Boccia, F., Alvino, L. and Covino, D. (2024), This is not my jam: an Italian choice experiment on the influence of typical product attributes on consumers’ willingness to pay, Nutrition & Food Science, Vol. 54 No. 1, pp. 13-32 [Link]
• Horeman-Franse, T., Postema, R., Fischer, T, Calleja-Agius, J., Camenzuli, C., Alvino, L , Hardon, S. and Bonjer, H. (2023), The relevance of reducing Veress needle overshooting, ScientificReports-Nature. [Link]
• Dangelico, R. M., Alvino, L., and Fraccascia, L. (2022). Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers. Technological Forecasting and Social Change, 185, 122010. [Link]
• 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]. 

Conferences

• Alvino, L. , Hartung, L., Leszkiewicz, A. Mind Meets Tech: A Review of Consumer Neuroscience and Immersive Technologies. NeuroPsychoEconomics Conference, 6-7 June, Milan, Italy, 2024
• Alvino, L., Herrando C. Leszkiewicz, A. and Robben, H., Investigating the adoption of neuroscience technology among marketing professionals: A survey on the intention to use neuromarketing tools, EMAC Conference, Odense, Denmark, May 23 – 26, 2023.
• Dangelico, R.M., Alvino, L. and Fraccascia, L, Green consumer behaviour in the clothing industry: evidence from a large survey among Italian consumers , IFKAD 2021 - International Forum on Knowledge Asset Dynamics: Rome, Italy, 1-3 September 2021.
• Alvino, L. , Pavone L. and Robben H., New frontiers in neuromarketing research: Benefit and potential applications of GRAIL . EMAC Conference: Budapest, Hungary, May 27-29 2020.
• Alvino, L. , van Der Lubbe R. and Constantinides E., Brain Responses to external cues: studying consumers’ visual attention processes with PCN. NeuroPsychoEconomics Conference: Amsterdam, The Netherlands, 11-12 June 2020.
• Alvino, L. , Bakkers A. The Impact of Brand Recognition on Perceived Quality and Willingness to Buy for Dairy Product . 34 th IBIMA Conference: Madrid, Spain, 13-14 November 2019.
• Alvino, L. , Marino S., Ahmad U., Alvino A., Investigating the global socio-economic benefits of satellite industry and remote sensing applications . 33 rd IBIMA Conference: Granada, Spain, 10-11 April 2019.
• Alvino, L., How can we improve consumer behaviour research? A critical literature review on the contributions and the limitations of Consumer Neuroscience. 33rd IBIMA Conference: Granada, Spain, 10-11 April 2019.
• Alvino L., van Der Lubbe R. and Constantinides E., Investigating Individual Preferences and Brain Activity During Product Experiences: A Wine Tasting Study. Global Marketing Conference(GAMMA), Tokyo, Japan, 2018.
• Alvino L., Constantinides E. and Franco M., Towards Better Understanding of Consumer Behavior: Marginal Utility as a Parameter in Neuromarketing Research. International Conference on Marketing, Colomba, Sri Lanka, May 25-26, 2017.

Research profiles

Letizia has designed and is currently teaching several courses to bachelor and master students on topics such as introduction to marketing, consumer behaviour and neuromarketing. Her tasks also include supervising students during their BSc and MSc thesis.

Letizia has designed and delivered courses such as Principles of Marketing, Digital Marketing, Consumer Behavior, Neuroscience for Business and Society, and Marketing for the Circular Economy. At Nyenrode, she teaches both BSc and MSc courses and is also involved in supervising MBA and EMBA students.

Between 2022 and 2025, Letizia was the coordinator of the Double Degree ind Digital Marketing.

Affiliated study programs

Courses academic year 2026/2027

Courses in the current academic year are added at the moment they are finalised in the Osiris system. Therefore it is possible that the list is not yet complete for the whole academic year.

Courses academic year 2025/2026

Courses academic year 2024/2025

External Funding

• NWO SSH XS, 2025 (to be implemented 2026/2027)

Internal Funding

• Climate Centre–Circular Economy Platform Twente (CEP), University of Twente, 2023
• WSV funding for developing a minor in Neuroscience, 2023

In the press

• Neuromarketing Science and Business Association (NMSBA)- "How to choose the right neuromarketing tools for your research question"
• I Grandi Vini (2023)- "Il neuromarketing in un sorso"
• 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]. 

Organisations