Marta Pizzetti is a research assistant and a PhD student at the Institute of Marketing and Communication Management (IMCA). Her current research interest is consumer behavior in gift-giving and mass customization contexts. She holds a master degree in Psychology of Communication and Development from Università Cattolica del Sacro Cuore, Italy. Before joining USI, she was a Research assistant in Marketing Department of Bocconi University. Her contributions lie in the fields of Collaboration in patient-focused innovation, customer loyalty, and brand value management..