Paola Dubini is Associate Professor of Business Administration at Bocconi University, Senior Professor at SDA Bocconi School of Management and Faculty Affiliate at ASK Research Center. She is also visiting professor at IMT Lucca. Fabrizio Montanari is Associate Professor at the University of Modena and Reggio Emilia and Adjunct Professor at Bocconi University, where he is also Research Affiliate at ASK Research Center. Armando Cirrincione is Lecturer of Marketing at Bocconi University, where he is also Faculty Affiliate at ASK Research Center. He is Senior Professor at SDA Bocconi School of Management.