Valentina Pitardi

Valentina Pitardi is Lecturer in Marketing at Surrey Business School, University of Surrey, specialising in the areas of digital marketing and consumer behaviour. Prior to joining Surrey Business School, she held an academic position at the University of Portsmouth and KEDGE Business School.

Valentina's research interests include the consumer psychology of technology usage, digital consumer engagement, and the role of negative emotions in consumer behavior. Her works have been published in several international outlets such as the Journal of Business Research, Psychology and Marketing, Journal of Service Management, with her most recent research focusing on the psychological implications of AI agents usage (robots, chatbots, and voice-assistant). Valentina also serves as Associate Editor of the International Journal of Market Research.

She holds a PhD and M.Phil. in Marketing and a B.A. in Communication Study from Sapienza University of Rome.

Research interests

• Psychological implications of Artificial Intelligence and technology usage
• Emotions
• Consumer Advertising Engagement
• Misinformation sharing and fake news

Publications

• Valentina Pitardi, Boris Bartikowski, Victoria-Sophie Osburg, Vignesh Yoganathan (2022)Effects of gender congruity in human-robot service interactions: The moderating role of masculinity, In: International Journal of Information Management102489 Elsevier

• VALENTINA PITARDI, Jochen Wirtz, Stefanie Paluch, Werner Kunz (2021)Service robots, agency and embarrassing service encounters, In: Journal of service management Emerald

• G Di Domenico, Daniel Nunan, J Sit, Valentina Pitardi (2021)Free but fake speech: When giving primacy to the source decreases misinformation sharing on social media, In: Psychology & Marketing38(10)pp. 1700-1711 Wiley

• VALENTINA PITARDI, Hannah R Marriott (2021)Alexa, she's not human but… Unveiling the drivers of consumers' trust in voice‐based artificial intelligence, In: Psychology & Marketing38(4)pp. 626-642 Wiley

• Graeme McLean, Kofi Osei-Frimpong, Alan Wilson, VALENTINA PITARDI (2020)How live chat assistants drive travel consumers' attitudes, trust and purchase intentions The role of human touch, In: International journal of contemporary hospitality management32(5)pp. 1795-1812 Emerald

• Diego Rinallo, Valentina Pitardi (2019)Open conflict as differentiation strategy in geographical indications: the Bitto Rebels case, In: British Food Journal121(12)pp. 3102-3118 Emerald

• Laurence Dessart, VALENTINA PITARDI (2019)How stories generate consumer engagement: An exploratory study, In: Journal of business research104pp. 183-195 Elsevier Inc

• Luca Carrubbo, Francesca Iandolo, VALENTINA PITARDI, Mario Calabrese (2017)The viable decision maker for CAS survival: how to change and adapt through fitting process, In: Journal of service theory and practice27(5)pp. 1006-1023 Emerald