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LUCIO LAMBERTI

Full Professor

Politecnico di Milano

Italy

Research Interests

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Professors in Italy

About

Lucio Lamberti is a Full Professor at Politecnico di Milano in Italy. His research areas include immersive technologies, metaverse business transformation, and consumer behavior, as evidenced by his recent articles exploring virtual experiences and their impact on brand image. He investigates the role of emotions and physiological responses in marketing contexts, particularly within virtual environments. His work contributes to the understanding of consumer interactions in digital spaces.

Articles (13)

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2025

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2025

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2025

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2025

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2024

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2022

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2022

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2022

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2021

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2020

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2020

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2020

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2020

Collaborators (2)

Debora Bettiga

Assistant Professor in Marketing

Politecnico di Milano

ITALY

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Marco Mandolfo

Assistant Professor

Politecnico di Milano

ITALY

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LUCIO LAMBERTI

Research Interests

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Articles (13)

Can immersive technologies sustain green brand image? An empirical investigation on the role of virtual nature experiences

Beyond exposure: The influence of user tasks and induced presence on product placement effectiveness in virtual environments

Metaverse business transformation: four companies’ virtual experiences

Leveraging social capital for destination promotion in the metaverse: The Enoverse case

How immersive technologies impact behavioral responses in destination marketing: the role of physiological arousal, presence, and age

How did you feel during the navigation? Influence of emotions on browsing time and interaction frequency in immersive virtual environments

Influence of Sales Promotion on Impulse Buying: A Dual Process Approach

Now you see me. Evaluating visual and auditory brand placement disclosures in music videos

Past, Present, and Future of Impulse Buying Research Methods: A Systematic Literature Review

Consumers Emotional Responses to Functional and Hedonic Products: A Neuroscience Research

Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products

Individuals’ adoption of smart technologies for preventive health care: a structural equation modeling approach

Technology adoption news and corporate reputation: sentiment analysis about the introduction of Bitcoin

Collaborators (2)

Debora Bettiga

Marco Mandolfo

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