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. 

Paper

Consumers Gain Equivalent Levels of Happiness from Sharing about an Experience and an Object

CATÓLICA-LISBON Researcher(s): Wilson Bastos
Paper

Now or Never: Perceptions of Uniqueness Induce Acceptance of Price Increases for Experiences More Than for Objects

CATÓLICA-LISBON Researcher(s): Wilson Bastos
Wilson Bastos, Journal of Consumer Psycholog…, 2019
Paper

‘Speaking of Purchases’: How Conversational Potential Determines Consumers’ Willingness to Exert Effort for Experiential versus Material Purchases

CATÓLICA-LISBON Researcher(s): Wilson Bastos
Paper

How and why conversational value leads to happiness for experiential and material purchases

CATÓLICA-LISBON Researcher(s): Wilson Bastos
Bastos, W., Journal of Consumer Researc…, 2017
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A history of the concept of branding: Practice and theory

CATÓLICA-LISBON Researcher(s): Wilson Bastos
Bastos, W., Journal of Historical Research in Marketin…, 2012
Paper

Beyond brands: Happy adolescents see the good in people

CATÓLICA-LISBON Researcher(s): Wilson Bastos
Chaplin, L.N., Journal of Positive Psycholog…, 2010