Baccelloni, Angelo

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Angelo Baccelloni is Assistant Professor of Marketing in the Department of Business Administration at John Cabot University. He has always studied Marketing and completed his Bachelor’s in Marketing and Business Communication at LUMSA University and his Master of Science in Marketing at Luiss University. He obtained his doctoral degree in Marketing from the University of Rome “La Sapienza” with a dissertation entitled “Unveiling the Effects of Recommendation Agents on Online Behaviour: An Inquiry Into the Users’ Decision-Making Process, Implicit Social Networks and Algorithms Specialization”. He is a Research Fellow at X.ITE Research Centre on New Technologies and Behaviours where he regularly collaborates with organizations and works on applied research projects in different industries. He is also a member of the Italian Marketing Society and Italian Management Society. Professor Baccelloni has studied research methodology at the University of Michigan, Cambridge University, Erasmus University of Rotterdam and University of St. Gallen.

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    Overcoming the Blockchain Technology Credibility Gap
    (2023) Mazzù, Marco Francesco; Pozharliev, Rumen; Andria, Alberto; Baccelloni, Angelo
    Blockchain technology has been designed to improve the transmission of transparent information across a variety of industries and products. Yet, consumers tend to perceive product information provided by blockchain technology (vs. humans) as less credible. As this may not apply to all consumers, it becomes critical for companies to understand how to improve blockchain perceived credibility. This work investigates how individual differences and marketing actions shape consumer responses to product information provided by blockchain technology (vs. humans). Four controlled experiments demonstrate that consumers perceive the information provided by blockchain technology (vs. humans) as having less credibility, which in turn decreases word-of-mouth and intention to share information about the product on social media (Study 1). This effect is stronger for consumers with lower need for cognition (Study 2a), which in turn affects willingness to buy and actual behavior (Study 2b). Providing social proof—that is, the number of satisfied customers who recommend blockchain technology—increases blockchain perceived credibility (Study 3). These insights deepen the understanding of how individual differences shape consumer's responses to product information provided by blockchain technology and offer actionable insights on how to boost technology credibility.
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    A 20-Country Comparative Assessment of the Effectiveness of Nutri-Score vs. NutrInform Battery Front-of-Pack Nutritional Labels on Consumer Subjective Understanding and Liking
    (2023) He, Jun; Mazzù, Marco Francesco; Baccelloni, Angelo
    The incidence of overweight and obesity has generated significant concerns among European consumers and institutions. As part of a set of measures undertaken, the European Union (EU) called for one harmonized mandatory front-of-pack nutritional label (FOPL) to improve consumer food nutritional knowledge and encourage healthier and more informed food choices. Different types of FOPLs, ranging from nutrient-specific labels—such as the NutrInform Battery—to summary labels—such as the Nutri-Score—have been developed and introduced in different markets, reporting different degrees of effectiveness in terms of understanding. The aim of this study is to provide actionable insights by analyzing a specific part of the complex consumers’ decision-making process in food when aided by FOPLs. Adopting a between-subject experiment on a sample of 4560 respondents in 20 EU member countries, the study compares the consumer subjective understanding and liking of two labels currently under examination by the EU bodies, the NutrInform Battery and the Nutri-Score. At an aggregated level, the results show that NutrInform Battery is more effective than Nutri-Score in improving consumer subjective understanding and leads to a higher liking towards the label. A detailed by-country analysis highlights either a superiority or a parity of NutrInform Battery for subjective understanding and liking. Theoretically, this study, through a large panel of respondents, adds the fundamental perspective on subjective understanding, complementing the findings of extant research on objective understanding, and further clarifies the role of liking as a complementary element in the food decision-making process toward heathier and more informed food choices. This might be of significant relevance in providing additional evidence that can be used by policymakers in their attempt toward the selection of a uniform FOPL at EU level.
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    The effects of combining front-of-pack nutritional labels on consumers' subjective understanding, trust, and preferences
    (2023) Mazzù, Marco Francesco; Marozzo, Veronica; Baccelloni, Angelo; Giambarresi, Andrea
    The decision to adopt a unique mandatory front-of-pack nutritional label (FOPL) has currently been delayed by the European Union (EU) as contrasting evidence exists on which one might consistently better encourage customers toward healthier diets. In this context, little attention has been dedicated to investigating the potential effects of having more than one front-of-pack nutritional label on food products. This study aims to verify if a combination of front-of-pack nutritional labels (i.e., a “bundle”) performs better for consumer understanding, trust, and preferences (such as liking) toward the label by helping consumers make healthier and more informed food choices. With this in mind, the study focused on three front-of-pack nutritional labels developed by public institutions that are central to the research and the recent EU policy-making debate. In three controlled experiments, building upon the “directiveness” front-of-pack nutritional label schemes, we find that the combination of a nondirective (i.e., NutrInform Battery) and a directive (i.e., Keyhole) label outperforms both the combination of two directive labels (i.e., Nutri-Score and Keyhole) and a single-directive front-of-pack nutritional label (i.e., Keyhole) on subjective understanding, trust in the label and liking. Results cast light on the bundling of front-of-pack nutritional labels as a potentially different approach that might be further analyzed by researchers and provide a substantive contribution to managers and policy-makers in their decision toward a unified front-of-pack nutritional label within the European Community.
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    Unveiling the impact of front-of-pack nutritional labels in conflicting nutrition information – A congruity perspective on olive oil
    (2024) Mazzù, Marco Francesco; He, Jun; Baccelloni, Angelo
    An increasing awareness of the importance of healthy eating prompted consumers to gather nutritional cues from various sources, often resulting in conflicting nutrition information for the same food. This can lead to unintended consequences, such as decreased consumer interest in dietary information and behaviors contrary to healthy advice, particularly when the sources are deemed highly credible by consumers. In a series of three experiments, we aim to uncover the underlying cognitive mechanisms connected to complementary information provided by Front-of-Pack Nutritional Labels (FOPLs), exploring if conflicting nutrition information is generated when consumers integrate the labels’ information with other sources. Using olive oil as a case of products associated with conflicting nutrition information (CNI), Study 1 shows that directive labels (e.g., Nutri-Score) generate CNI when combined with either internal (i.e., pre-existing health knowledge) or external entities (i.e., knowledge from scientific information). In contrast, non-directive labels (e.g., NutrInform Battery) do not, in either condition. Study 2 explains that consumers establish a lower level of congruence between information provided by the internal entity and FOPL when the label is directive. Study 3 confirms a lower level of congruence between the information available from the external entities and FOPLs when the label type is directive, compared to non-directive. Furthermore, this diminished congruence has a negative impact on consumer attitudes and their intentions to adopt Nutritional Labels. Overall, this research delves into the interactions among various information sources from a congruence perspective, offering actionable insights for managers and policymakers to avoid becoming entangled by conflicting information.
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    Counteracting Noncommunicable Diseases with Front-of-Pack Nutritional Labels’ Informativeness: An Inquiry into the Effects on Food Acceptance and Portions Selection
    (2023) Mazzù, Marco Francesco; Baccelloni, Angelo; Romani, Simona
    Purpose Front-of-pack nutritional labels have been extensively studied to support consumers in making healthier and more informed food choices. However, existing research has gathered conflicting evidence about which category of label, nutrient-specific or summary labels, is more effective. As a result, the European Union has postponed its decision on selecting a unified label to collect additional information. This study specifically focusses on individuals with noncommunicable diseases, an overlooked yet relevant segment of consumers who can significantly benefit from the proper use of nutritional labels in their self-care. Design/methodology/approach In a sequence of three studies grounded in the front-of-pack acceptance model and focussing on customers with specific noncommunicable diseases, the authors examined the different effects of the NutrInform Battery and Nutri-Score on food acceptance and portion selection. This research involved the use of structural equation modelling and ANOVA and was conducted with a cumulative sample of 2,942 EU adults, residing in countries with or without previous exposure to nutritional labels. Findings The results suggest that among individuals with noncommunicable diseases, nutrient-specific labels are perceived as more useful and easier to use. They also generate a better attitude towards the usage of nutritional labels and are more effective in nudging those consumers towards a proper selection of portions. Social implications The results provide valuable insights into how front-of-pack nutritional labels can impact the food choices of individuals with noncommunicable diseases and have implications for public health policies. Originality/value Investigation of the effects of NutrInform Battery and Nutri-Score on consumers with noncommunicable diseases, an area currently under-researched.