dr. L. Alvino (Letizia)

Assistant Professor

About Me

Letizia is an Assistant Professor of Marketing at the Faculty of Behavioural Management and Social Sciences (Entrepreneurship & Technology Management). I coordinate and teach BSc and MSc courses on marketing-related topics (digital marketing, consumer behaviour and research methodology).

I has been a 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 Meerut (India), International Institute of Knowledge Management (Sri Lanka), and Global Alliance of Marketing & Management Association (Japan).

My objective is to contribute to developing knowledge about consumer behaviour that interests academia and companies.


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


My research lies in the field of Consumer Neuroscience (or Neuromarketing).
My aim is to understand the decision-making process and dynamics in an organizations. To do so, I study the physiological and neurophysiological mechanisms that underlying the buying decision process in both B2B and B2C. Specifically, I investigate the neuronal and cognitive processes involved in product assessment (e.g., price, brand and label) and sustainability issues. 

I am a Review Editor for Frontiers in Neuroscience (Decision in Neuroscience).



Other Contributions


  • 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]

Academic Articles

  • 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]
  • Boccia, F., Alvino, L. and Covino, D. (2023), 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. ahead-of-print No. ahead-of-print. [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 consumersTechnological Forecasting and Social Change185, 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]. 
  • 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. 
  • 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. 


  • 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.

UT Research Information System

Google Scholar Link


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

Letizia is also the coordinator of the Double Degree ind Digital Marketing.

Affiliated Study Programmes



Courses Academic Year  2023/2024

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  2022/2023


Climate Centre- Circular Economy Platform Twente (CEP), University of Twente, 2023

In the press

  • 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

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Mailing Address

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