Italian Food? Sounds Good! Made in Italy and Italian Sounding Effects on Food Products' Assessment by Consumers.

Italian Sounding-i. e., the Italian appearance of a product or service brand irrespective of its country of origin-represents a global market phenomenon affecting a wide range of economic sectors, particularly the agro-food sector. Although its economic impact has been repeatedly stressed from different points of view (policy, economy, culture, etc.), systematic scientific knowledge regarding its social-psychological bases is lacking. Three studies carried out in three different countries (Italy, China, and USA) address this literature gap. Different consumer groups (both native and/or non-native) are targeted regarding major product categories pre-selected categories, which are the major Italian food goods within the specific country according to piloting (oil and/or pasta). In each study, the main independent variable (product version) has been manipulated by presenting real product images (previously pre-selected within the tested food category in each country market), whose "Italianness" degree is effectively manipulated by the main study variable (product version) across three or four levels (Protected Designation of Origin Made in Italy, Made in Italy, Italian Sounding, and Generic Foreign). Main hypotheses are tested via a survey with the specific product images administered to samples in Italy (N = 204, 148 Italians and 56 non-Italians), China (N = 191, 100 Chinese and 91 non-Italian expatriates in China), and the USA (N = 237 US citizens). Across the three studies, results show that Made in Italy products, compared to the other ones, are advantaged in terms of the main dependent variables: reputation profile, general reputation, attitude, and willingness to pay (WTP). Moreover, Italian Sounding products are endowed with corresponding significant advantages when compared to the Generic Foreign by non-Italian samples (although to a different degree according to the different sub-samples). Results reveal the specific social-psychological profile of Italian Sounding products in terms of either weaknesses or strengths when compared to both Made in Italy products and Generic Foreign ones, differently in the eyes of Italian and non-Italian consumers across different countries. Finally, consistently across the three studies, the extent to which a food product is perceived to be Italian increases consumers' WTP for that product, and this effect is consistently mediated by the product's reputation.

Food Reputation and Food Preferences: Application of the Food Reputation Map (FRM) in Italy, USA, and China.

Given the food challenges that society is facing, we draw upon recent developments in the study of how food reputation affects food preferences and food choices, providing here a starting standard point for measuring every aspect of food reputation in different cultural contexts across the world. Specifically, while previous attempts focused either on specific aspects of food or on measures of food features validated in one language only, the present research validates the Food Reputation Map (FRM) in Italian, English and Chinese over 2,250 participants worldwide. Here we successfully measure food reputation across 23 specific indicators, further grouped into six synthetic indicators of food reputation. Critically, results show that: (a) the specific measurement tool of food reputation can vary across cultural contexts, and that (b) people's reputation of food products or categories changes significantly across different cultural contexts. Therefore, in order to understand people's food preferences and consumption, it is important to take into account the repertoire of cultural differences that underlies the contexts of analysis: the three context-specific versions of the FRM presented here effectively deal with this issue and provide reliable context-specific insights on stakeholders' interests, perspectives, attitudes and behaviors related to food perceptions, assessment, and consumption, which can be effectively leveraged to foster food sustainability.

Optimal Experience and Personal Growth: Flow and the Consolidation of Place Identity.

This study examined the relationship between flow experience and place identity, based on eudaimonistic identity theory (EIT) which prioritizes self-defining activities as important for an individual's identification of his/her goals, values, beliefs, and interests corresponding to one's own identity development or enhancement. This study focuses on place identity, the identity's features relating to a person's relation with her/his place. The study is also based on flow theory, according to which some salient features of an activity experience are important for happiness and well-being. Questionnaire surveys on Italian and Greek residents focused on their perceived flow and place identity in relation to their own specific local place experiences. The overall findings revealed that flow experience occurring in one's own preferred place is widely reported as resulting from a range of self-defining activities, irrespective of gender or age, and it is positively and significantly associated with one's own place identity. Such findings provide the first quantitative evidence about the link between flow experienced during meaningfully located self-defining activities and identity experienced at the place level, similarly to the corresponding personal and social levels that had been previously already empirically tested. Results are also discussed in terms of their implications for EIT's understanding and enrichment, especially by its generalization from the traditional, personal identity level up to that of place identity. More generally, this study has implications for maintaining or enhancing one's own place identity, and therefore people-place relations, by means of facilitating a person's flow experience within psychologically meaningful places.