João Guerreiro

João Guerreiro is a Visiting Assistant Professor at ISCTE-IUL (Instituto Universitário de Lisboa) with a PhD in Marketing from the same institution. He is affiliated with the Iscte Business School, where he teaches undergraduate and master's degree courses in marketing and decision support systems, applying data mining techniques to analyze large information sets.

His research expertise spans three interconnected domains:

• Decision Support Systems - particularly in banking and insurance sectors where he has held executive positions
• Neuroscience Applied to Marketing - utilizing eye-tracking and studying autonomic emotional responses to consumer stimuli
• Corporate Social Responsibility - examining cause-related marketing and pro-environmental behavior in tourism

Dr. Guerreiro's recent publications (2020-2023) reveal a strong emphasis on immersive technologies, with multiple studies on virtual reality applications in consumer behavior, augmented reality's impact on purchasing decisions, and cross-cultural differences in digital marketing effectiveness. His methodological approach frequently incorporates text mining, sentiment analysis, and neuromarketing techniques to uncover deeper consumer insights.

His industry experience in decision support systems provides practical grounding for his academic work, creating a valuable bridge between theoretical marketing concepts and real-world business applications in financial sectors.