Giovanbattista Califano

Researcher in Consumer Science

Economics & Policy Group
Department of Agricultural Sciences
University of Naples Federico II

AI & food imagery Consumer choice Sustainable food systems Psychometrics

As a psychologist and behavioral economist, I study how people interact with food technologies and how digital cues shape expectations, appetite, and choice. My work combines tools from econometrics and psychometrics to address applied questions in food innovation, sustainability, and consumer welfare.

Research

Publications

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H-Index

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Teaching

Monday Lab

The laboratory offers MSc students a practical extension of the Marketing & Consumer Science course, combining theory with real-world applications. Through teamwork and RPGs, students apply concepts such as market research, consumer analysis, strategy development, and communication planning to real-world scenarios. The activities are designed to build operational skills essential for careers in agribusiness marketing and innovation management.

Course Page

Psychometrics for Consumer Science

This course equips PhD students with methodological and applied skills to measure latent constructs shaping consumer preferences, with a special focus on the agrifood sector. Topics include the design, validation, and implementation of attitudinal scales, grounded in psychometric theory and scaling techniques. The course introduces measurement models and basic SEM, with practical exercises conducted in Stata.

Course Materials