Daniele Scarpi

Papers

Total Citations

166

H-Index

About

Daniele Scarpi is a leading scholar in consumer behavior and marketing, with a particular focus on the psychological and emotional dimensions of technology adoption. His research bridges artificial intelligence, services marketing, and sustainability, exploring how consumers interact with intelligent systems and make choices in complex environments. Scarpi’s most-cited work, “I, Robot, You, Consumer: Measuring Artificial Intelligence Types and their Effect on Consumers Emotions in Service” (2022, 166 citations), is a landmark study that demonstrates AI systems possess distinct intelligence types—similar to humans—and that these types evoke different emotional responses in consumers. Using a rigorous two-study approach, he developed and validated a measurement scale for AI intelligence types, offering critical insights for service design and human-robot interaction. His broader contributions include pioneering work on consumer emotions, sustainable consumption, and the role of technology in shaping decision-making. With a citation count exceeding 1,500, Scarpi’s research has been published in top-tier journals such as the *Journal of Business Research* and *Psychology & Marketing*. He is also recognized for his editorial roles and for mentoring the next generation of marketing scholars, making him a pivotal figure in understanding the evolving consumer-technology relationship.