Rita Coelho do Vale is Associate Professor of Marketing (with Habilitation) at CATÓLICA-LISBON, where she is the Dean for Undergraduate Programs. She is also the Director of the Behavioral Insights Unit, which comprises the Laboratory of Experimental Research iN Economics and Management (LERNE), the Online Research Panel (PEO), and the Observatory of the Portuguese Society (OSP).
She holds a Ph.D. in Marketing from Tilburg University (the Netherlands), an MBA from Faculdade de Economia-UNL, and a ‘Licenciatura’ in Economics- specialization in Business Administration from Faculdade de Economia- Universidade Nova de Lisboa.
Her main research interests are on decision-making processes, self-regulation and its impact on choice and consumption decisions, impulsive buying behavior, and sustainability issued related with consumption. Rita has for long been teaching marketing courses both at undergraduate, master level, and executive education, participating in several customized programs for companies. She teaches courses in Consumer Behavior, Services Marketing, and Research Methodologies.