Fernando Machado

Fernando Machado is a Full Professor of Marketing at the Católica Lisbon School of Business and Economics, Universidade Católica Portuguesa. His career spans academic leadership roles including Director of the Católica-Lisbon Research Unit (CUBE), Deputy Director of the faculty, and Director of the Center for Applied Studies (CEA). He has also contributed to executive training programs and academic governance.

• PhD in Agricultural Economics, University of Reading (UK)
• Degree in Economics and Business Administration, Universidade Católica Portuguesa (UCP)

His research focuses on Marketing and Consumer Behavior, particularly in digital and environmental contexts. Key areas include innovative pricing mechanisms, digital piracy, and consumer preference analysis in sectors such as music, pharmaceuticals, and environmental policy. His work bridges behavioral economics with practical applications in pricing strategy and public health.

Fernando Machado's publications over three decades span Marketing, Environmental Economics, and Public Health. Notable trends include the psychology of pay-what-you-want pricing, software/music piracy, and environmental risk valuation. His early work on agricultural efficiency and land prices laid groundwork for later explorations into consumer behavior.