Biography
Associate Professor and Director of the NOVA Marketing Analytics Lab. PhD in Management (Marketing) from Neoma Business School (France) and conducted postdoctoral research at IE Business School (Spain). He is a member of the Academy of Marketing Science (AMS), the European Marketing Academy (EMAC), and the Information Management Research Center (MagIC) at NOVA IMS.
His research focuses on consumer behavior, consumer-technology interactions, social marketing and health, based on behavioral sciences. His work has been published in leading journals such as the Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Business Research, Psychology & Marketing, and European Journal of Marketing, among others, and has received best paper recognition at conferences including EMAC, the Society for Consumer Psychology (SCP), and AIRSI.
Contributed to research projects with social impact, funded by the European Commission and the Portuguese Foundation for Science and Technology (FCT), in collaboration with the Directorate-General of Health (DGS), the Directorate-General for Consumer Affairs (DGC), and DECO Portugal. His work applies Artificial Intelligence and behavioral insights to address critical social issues such as health and well-being, financial scarcity and over-indebtedness. Notable projects include Smart Health (funded by FCT), using AI and virtual assistants to promote healthy behaviors and health literacy, AICE (funded by FCT) employing autoML models to overcome overindebtedness and poverty, and CHOICE (co-funded by the European Union), using LLMs/NLP focused on health promotion and breast cancer prevention. He has collaborated on executive projects with Disney Portugal, Ferrero Portugal, Plot Content, Vila Galé Group, and Doutor Finanças. Before his academic career, he worked as a consultant of data driven behavioral insights at Box1824/Talk Inc. and CFT, working in projects for brands such as Red Bull, TIM Mobile, Kraft Foods, Grendene, and Ipiranga.