I am a Portuguese economist, with a Ph.D. in Management from Erasmus University Rotterdam in The Netherlands (graduated cum laude). In 2009 and 2010, I was a visiting doctoral student at IESE Business School in Barcelona. I am passionate about behavioral economics and decision sciences and about understanding how consumers make decisions.I am particularly interested in studying the drivers of consumers' adoption of innovations and consumer behavior in life sciences and high-tech industries. In the last years I have devoted considerable time analyzing relevant managerial questions using data from companies such as IMS Health, AstraZeneca, GlaxoSmithKline, Danone and Sonae Retail. Nowadays, I teach strategic marketing at Erasmus School of Economics.

Before joining academia, I worked as an entrepreneur and, between 2002 and 2004, I worked in the retail industry. Besides work, I love to play guitar, attend music concerts, watch good movies and water sports.