Ludovica Cesareo

Professor Cesareo’s research focuses primarily on the psychological processes that influence consumer behavior toward authentic and counterfeit luxury products, as well as the integral role emotions play in consumer decision-making and marketing related outcomes. Her work has appeared in many journals, such as the Journal of the Association for Consumer Research, Business Horizons, and the Journal of Consumer Marketing. 

Education

• Sapienza, University of Rome, B.S.
• Sapienza, University of Rome, M.S.
• Sapienza, University of Rome, Ph.D.
• The Wharton School, University of Pennsylvania, Post-doctoral Research Fellowship

Research Interests

• Luxury goods: status consumption and signaling 
• Luxury counterfeit goods: antecedents, attitudes, and marketing implications 
• Emotions 
• Aesthetics 
• Moral and ethical decision-making

• Cesareo, Ludovica (2016), “Counterfeiting and Piracy. A Comprehensive Literature Review,” Springer Briefs in Business, Springer.
• Chaudhry, Peggy E., Cesareo, Ludovica, & Pastore, Alberto (2019), “Resolving the Jeopardies of Consumer Demand: Revisiting Demarketing Concepts,” Forthcoming at Business Horizons.
• Williams, Patti, Verrochi-Coleman, Nicole, Morales, Andrea C., & Cesareo, Ludovica (2018), “Connections to Brands that Help Others vs. Help the Self: The Impact of Awe and Pride on Consumer Relationships with Social Benefit and Luxury Brands,” Journal of the Association of Consumer Research – Special Issue on Brand Relationships, Emotions and the Self, 3(2), 202-215.
• Robertson, Thomas S., Gatignon, Hubert, & Cesareo, Ludovica (2018), “Pop-Ups, Ephemerality and Consumer Experience: The Centrality of Buzz,” Forthcoming at the Journal of the Association of Consumer Research – Special Issue on Consumer Responses to the Evolving Retailing Landscape, 3(3), 425-439.
• Cesareo, Ludovica, Pastore, Alberto, & Williams, Patti (2017), “Counterfeiting Luxury Goods,” in Chaudhry, Peggy E. (Ed.) Handbook of Research in Counterfeiting and Illicit Trade, 193-222, Edward-Edgar Publishing.
• Stöttinger, Barbara, Penz, Elfriede & Cesareo, Ludovica (2017), “Analysis of Anti-counterfeiting Tactics to Diffuse Consumer Demand,” in Chaudhry, Peggy E. (Ed.) Handbook of Research in Counterfeiting and Illicit Trade, 387-403, Edward-Edgar Publishing.
• Cesareo, Ludovica, & Stöttinger, Barbara (2015), “United We Stand, Divided We Fall: How Firms can Engage Consumers in their Fight against Counterfeits,” Business Horizons, 58, 527-537.
• Shaanan–Satchi, Rinat, Hornik, Jacob, Cesareo, Ludovica, & Pastore, Alberto (2015), “Information Dissemination via Electronic Word-of-mouth: Good News Travels Fast, Bad News Travels Faster!,” Computers in Human Behavior, 45, 273-280.
• Cesareo, Ludovica, & Pastore, Alberto (2014), “Consumers’ Attitude and Behavior towards Online Music Piracy and Subscription-based Services,” Journal of Consumer Marketing, 31(6/7), 515-525.