Wilson Bastos is an Assistant Professor of Marketing at CATÓLICA-LISBON. He earned his Ph.D. in Marketing at the University of Arizona. Before that, he received a BA and an MBA degree from the University of Texas at San Antonio and worked in different industries in the United States (e.g., Monaco International Wood Sales, Black & Decker). At CATÓLICA-LISBON, he teaches in the Undergraduate, Masters, and Executive programs. His research focuses on experiential versus material purchases, happiness, consumer-to-consumer verbal sharing (word-of-mouth), and branding.