Biography
“Marketing is not harmful, but its misuse is. If companies truly embraced the real purpose of marketing, they would see that genuine customer trust consistently leads to meaningful action. The failure lies not in marketing, but in the moments, organizations choose to break that trust. We need to find ways to overcome this urge.”
Letizia Alvino is an Associate Professor of Marketing at the Center for Marketing and Supply Chain Management. Her research explores consumer behavior and the use of responsible marketing strategies to address and reduce harmful or deceptive practices.
She 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.
Alvino graduated cum laude in Management and Business Control from Parthenope University of Naples. In 2018, she earned her Ph.D. from the University of Molise in collaboration with the University of Twente.
Her research began by examining how Consumer Neuroscience can enrich the study of consumer behavior and deepen insights into decision-making processes in marketing. Currently, the focus lies on advancing truthful and responsible marketing practices in business. This involves designing and encouraging trustworthiness and sustainability using both traditional tools (such as surveys) and emerging technologies (such as neuroscience tools).
She 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).
Alvino’s 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).
Other intrests
Alvino’s many hobbies includes horse riding, badminton, petting animals (precisely cats), baking and drinking coffee all day long.
Relevant publications
- Schiaroli, V. Alvino, L. , Verdonk, E., Dangelico, R.M., Fraccascia, L., Sustainability across Borders: which factors influence consumers towards Sustainable Footwear Choices? An empirical study on Italian and Dutch consumers, Journal of Cleaner Production, Vol. 521, 2025, https://doi.org/10.1016/j.jclepro.2025.146133
- Barbierato, E. and Alvino, L. , Neurowine insights: Exploring the impact of neuroscience on wine cue assessment. International Journal of Wine Business Research, Vol 37, N. 3, 2025, https://doi.org/10.1108/IJWBR-06-2024-0033
- Horeman-Franse, T., Postema, R., Fischer, T, Calleja-Agius, J., Camenzuli, C., Alvino, L , Hardon, S. and Bonjer, H., The relevance of reducing Veress needle overshooting, Scientific Reports-Nature, 2023, https://doi.org/10.1038/s41598-023-44890-1
- Dangelico, R.M., Alvino, L. and Fraccascia, L, Investigating the antecedents of consumer behavioural intention for sustainable fashion products: Evidence from a large survey of Italian consumers, Technological Forecasting & Social Change, 2022, https://doi.org/10.1016/j.techfore.2022.122010
- 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, https://doi: 10.3389/fnins.2020.577666