Diego Costa Pinto

Universidade NOVA de Lisboa | NOVA · Centre for Research on ISEGI-NOVA

Purpose This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic...

Drawing from AI classification experience and identity-based motivation frameworks, this research explores the impact of AI classification failures on consumers' self-identification and examines how self-expression plays a crucial role in shaping these effects. Across five studies, this research reveals that AI classification failures can diminish...

Although prior research indicates that crowdsourcing is primarily beneficial for companies, this work reveals, across three studies, that quality perceptions of crowd‐sourced (vs. company‐generated) products are shaped by relationship norms: communal norms (vs. exchange norms). Study 1 indicates that developing a communal (vs. exchange) relationshi...

Tourist engagement (TE) has gained prominence in academia and industry. While previous studies have focused on exploring TE in tourism and hospitality, no consolidated empirical study has been conducted. We conducted a comprehensive meta-analysis using data from 73 independent studies retrieved from 72 papers, with a total sample size of 41,757. Ou...

Purpose This paper aims to bridge the extended reality framework and the luxury hospitality literature by providing insights into how immersive technologies using artificial intelligence (AI) can shape luxury value and consumer differentiation. Design/methodology/approach The authors conducted three experimental studies comparing immersive AI vers...

Despite Artificial Intelligence (AI)'s emerging trend in luxury services, recent research shows mixed findings regarding its impact. This paper builds upon the optimum distinctiveness theory and the need for uniqueness to examine AI's effects on consumers’ willingness to accept luxury suggestions. Four studies reveal that using AI recommendations i...

Recent technological advances have allowed businesses to adopt emojis when interacting with consumers. To gain in-depth theoretical and managerial insight into this trend, five pre-registered studies (1 field observation and four controlled experiments) indicate that emojis in digital communication work as heuristic cues that might have a different...

While prior research suggests that facial expression influences consumer behavior, it remains unclear under which conditions specific emotional expressions on social media drive sales performance and customer engagement. Drawing on the facial feedback hypothesis and the emotional congruence framework, two pre-registered experimental studies (N = 99...

While previous research suggests that nostalgia can stimulate future-oriented motivation and goal pursuit, the presence of conflicting findings complicate our understanding of the psychological and behavioral consequences of nostalgia. This study introduces and empirically validates a theoretical framework for nostalgia through a meta-analysis of 9...

Despite the growing relevance of influencer marketing, recent research suggests that consumers have negative reactions to social media ads. Our research investigates how different types of disclosure (paid partnership vs. in-text disclosure) and post content (experiential vs. material) mitigate consumers' negative reactions to social media advertis...

Purpose The digital revolution has changed consumer–service provider interaction, spawning a new generation of FinTech. This paper analyzes consumers' reactions to artificial intelligence (AI) (vs human) decisions. Design/methodology/approach The authors tested their predictions by conducting two experimental studies with FinTech consumers (n = 50...

Purpose-This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues. Design/methodology/approach-Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on br...

Purpose This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues. Design/methodology/approach Four studies ( N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on...

Despite the recent developments in AI, ethical questions arise when consumers contemplate how their data is being treated. This paper develops a conceptual model building on the theory of acceptance, risk, trust, and attitudes towards AI to understand the drivers that lead consumers to accept AI, considering consumers' ethical concerns. The model w...

Purpose This research examines how construal level shapes the effectiveness of rational (vs emotional) messages for inducing cessation behaviors. Concrete mindsets foster self-improvement goals, whereas abstract mindsets boost self-relevance goals. Design/methodology/approach In four studies, this research examines the moderating role of construal...

The manuscript presents a tool to estimate and predict data accuracy in hospitality by means of automated machine learning (AutoML). It uses a tree-based pipeline optimization tool (TPOT) as a methodological framework. The TPOT is an AutoML framework based on genetic programming, and it is particularly useful to generate classification models, for...

Prior research indicates that transparency of Corporate Social Responsibility (CSR) claims increases consumers' positive reactions to the firm. However, this article suggests that this effect depends on the interplay between transparency cues (presence vs. absence) and brand strength (small vs. large). Our set of experimental studies examine the ef...

Prior research indicates that transparency of Corporate Social Responsibility (CSR) claims increases consumers' positive reactions to the firm. However, this article suggests that this effect depends on the interplay between transparency cues (presence vs. absence) and brand strength (small vs. large). Our set of experimental studies examine the ef...

The current research aims to examine how turning bias can affect the attention-capturing of bottom-up factors in endcap displays. In three experimental studies using eye-tracking, this paper contributes to the literature by proposing moderators that shape turning bias effects on retail endcap displays. Studies 1 and 2 demonstrate that consumers' co...

While prior research indicates that establishing interpersonal interaction with customers is mostly beneficial, this work reveals that the impact of social ties depends on relationship norms (communal vs. exchange). In three studies, including a real-world field dataset (N = 87,615 customers), the current investigation demonstrates the conditions u...

Purpose Earlier research indicates that brand choices may display different identity signals, such as altruism and benevolence for green brands or high status and exclusiveness for premium brands. This research adds to the literature by exploring how opting for green (vs premium) brands leads consumers to feel authentic (vs hubristic) pride. Desig...

Despite the documented benefits of Artificial Intelligence (AI) to the service industry, the service employees’ fear of being replaced by AI continues to be a major concern as we transition to the Feeling Economy. This paper builds upon the Feeling Economy framework and the social comparison theory to examine how different service-related tasks (th...

Purpose This study aims to investigate the effects of brand familiarity on attitude formation across different advertising channels, product types and brand settings. Design/methodology/approach A meta-analysis containing 107 empirical studies with 183 effects sizes tests a theoretical model according to situational moderators and methodological f...

Visual attention is a key variable when consumers choose a product (in the store or online) and might be able to demonstrate consumers’ engagement in the buying process using eye-tracking. It is possible that the negative effects of co-creation may derive from a common factor: consumers—after exposed to co-creation activities—may reduce their engag...

Consumers collaboration in companies’ daily innovations has become a new path for business. Crowdsourcing refers to the phenomenon of company’s outsourcing tasks using collective intelligence (Howe 2006). Crowdsourcing initiatives are usually efficient because the resulting ideas meet consumers expectations (Fuchs et al. 2013). However, Thompson an...

This research focuses attention on over-indebtedness (i.e., recurrent incapability to repaying credits) and its risk factors, among Portuguese households in the context of the recent European sovereign debt crisis. Different theoretical accounts of consumers decision behavior and risk of becoming over-indebted vary (among other aspects) on the emph...

There has been a noteworthy rise in sustainability awareness in the fashion industry. However, the motivation to adopt such behaviors is unclear, making it relevant to consider which identity self-signals influences consumers’ perceptions toward slow fashion. Findings from two experimental studies suggest that consumers hold a higher word of mouth...

Pay-what-you-want (PWYW) and name-your-own-price (NYOP) participative pricing mechanisms are becoming more popular among firms. In response, researchers have examined separate outcomes for each mechanism. However, questions remain, especially regarding which mechanism is most beneficial for consumers and companies. Therefore, our main objective is...

This study sheds light on consumer demand for air travel in the pandemic context by proposing and evaluating a model that combines the personal and third-party beliefs on travel intentions (Theory of Planned Behaviour), as well as the perceived level of threat and familiarity (Protection Motivation Theory). The model is evaluated with a sample of 3...

Purpose Although academics and retail managers share a common belief that crowded stores generate more sales, there is a growing concern about the negative impact of retail crowding on customer relationship management (CRM). This research aims to understand the underlying processes driving the effect, and it explores potential moderators that may m...

Consumers use aesthetics bias to judge the risk of their food intake, having an important impact on food waste of less appealing food (i.e., aesthetically imperfect foods). In six studies, this research adds to past work by revealing that when the aesthetics bias is applied to food targets, consumers make risk inferences for imperfect (vs. perfect)...

The focus of the peer-to-peer in tourism (Airbnb) has shifted recently from personal peer providers (i.e., individuals that rent a room) to commercial peer providers (i.e., companies that manage several Airbnb lodgings). While prior research encourages peer service providers (Airbnb hosts) to focus on social interactions, there is scant research on...

The emergence of peer-to-peer accommodations has revolutionized the hospitality industry. Yet, research on peer-to-peer service failures and consumer forgiveness remains scant. This paper shows that relationship type—whether communal ("Airbnb host") or exchange ("hotel")—influences consumer forgiveness in a post-recovery context. Across five studie...

Prior research provides inconsistent results for the effectiveness of emotions to foster healthful behaviors. Seeking to add clarity to the findings in this area, the current research examines the effects of specific emotions (sadness vs. embarrassment) on healthy behavioral intentions and the moderating role of construal level. Across four experim...

This paper aims to explore the association between over-indebtedness and two facets of well-being – life satisfaction and emotional well-being. Although prior research has associated over-indebtedness with lower life satisfaction, this study contributes to the extant literature by revealing its effects on emotional well-being, which is a crucial co...

The Circular Economy (CE) is posited as a solution to the rise of environmental impact with economic prosperity by introducing alternative systems of production, consumption, and disposal. Although circular economy has received recent attention, CE engagement is still underdeveloped, suggesting the need for data-driven information supporting its dr...

Concerning food products that have a direct relationship with health, the instinct to search for the perfect appearance is dominant. Consumers use food aesthetics bias to judge the risk of their food intake, having an important impact on food waste of less appealing food. In six studies, we explore consumers’ food waste decisions by analyzing and r...

This research examines how artificial intelligence may contribute to better understanding and to overcome over-indebtedness in contexts of high poverty risk. This research uses Automated Machine Learning (AutoML) in a field database of 1654 over-indebted households to identify distinguishable clusters and to predict its risk factors. First, unsuper...

This research aims to extend the model of goal-directed behavior, by deepening its emotional path and including new variables to predict tourist behavioral intention: hedonism, destination experience, and tourism innovativeness. Based on a final sample of 457 European tourist nationals, the findings showed the significant influence of hedonism and...

This research examines customer engagement in social media (CESM) using a meta-analytic model of 814 effect sizes across 97 studies involving 161,059 respondents. Findings reveal that customer engagement is driven by satisfaction, positive emotions, and trust, but not by commitment. Satisfaction is a stronger predictor of customer engagement in hig...

Gamification is being considered as a promising device for brands, as it refers to the use of game design elements in virtual environments to develop consumer motivation and brand outcomes. Although previous research has provided abundant evidence that gamification can foster intrinsic motivation, the literature has remained fairly silent about whe...

Purpose This research aims to develop and test the traditionscapes framework in which consumers appropriate local traditions as a resource to foster cultural identity in emerging markets. Design/methodology/approach A multi-level research approach with qualitative ( n = 38) and quantitative data ( n = 600) was employed in the context of gaucho tra...

By analyzing three experimental studies, this research tests how and when sophisticated service environment designs (compared to modest service designs) can minimize consumers' negative emotions and increase repurchase intentions after a failure. Drawing on part‐list cueing literature, this research proposes that when a service failure occurs in a...

The symbiosis of Social Media and viral campaigns has recently become ubiquitous. In many recent phenomena (e.g., the Cambridge Analytica scandal), rumours in viral marketing programs are present without being even noticed by consumers. Yet, the study of population dynamics and its complex patterns of interaction remains largely elusive. Here, we p...

Business ethics research has long been interested in understanding the conditions under which ethical consumption is consistent versus context-dependent. Extant research suggests that many consumers fail to make consistent ethical consumption decisions and tend to engage in ethical decisions associated with ingroup (vs. outgroup) identity cues. To...

Extant research suggests that co-creation is an important strategy used by companies to improve consumer outcomes. In two experimental studies using eye-tracking, this paper extends prior research by revealing a co-creation paradox: negative impact on consumers’ visual attention and positive effect on buying intentions. The findings also indicate t...

The effects of economic crisis on consumer behavior affect from unplanned to planned purchases (Quelch and Jocz, 2009). Previous research analyzed how consumers are coping with crisis considering aspects such as low-income consumers (Kumar et al., 2017), household consumption and their financial management (Albert and Escardibul, 2017), and the inc...

Corporate social responsibility (CSR) has been a growing strategic trend among companies, in the hopes to improve their brand outcomes and performance. However, despite the growing investment in such strategies, relatively little is known about how consumers respond to corporate social responsibility activities. Recently consumers started questioni...

Tradition has been described in consumer studies as a powerful instrument for consumer identity construction even in a globalized consumer culture (Izberk-Bilgin 2012; Varman and Belk 2009; Türe and Ger 2016). In these terms, tradition can perform significant role in contemporary multicultural marketplaces (Cruz et al. 20017), cultural acceptabilit...

Purpose This paper aims to analyze how judgment bias (optimism vs pessimism) and temporal distance influence self-control decisions. This research also analyzes the mediating role of perceived control on judgment bias and temporal distance. Design/methodology/approach Three studies (one laboratory and two online experiments) analyze how judgment...

This research provides a comprehensive overview of the brand experience effects and proposes an extension to the brand experience model by testing novel direct, moderating, and mediating relationships. The authors conducted a meta-analysis of 256 quantitative studies in 73 papers published between 2009 and 2015. The findings reveal new empirical ge...

Previous retailing studies have linked consumer satisfaction to perceived hedonic or utilitarian product value. This research extends previous studies by examining how the context in which the product is purchased (store attributes) and product value influence consumer satisfaction. We conducted a field study with 213 consumers attending two major...

This research aims to fill the gap in green consumption literature from the perspective of values as types of intentions and identity-based motivation. In two studies, we examine how the salience of personal and social identities can change the relationship between types of intentions and green consumption. The results demonstrate that when persona...

Sustainability actions, such as ecolabels, are increasingly prevalent among companies. However, relatively little is known about consumer response to these actions for brands. The authors propose that the degree to which ecolabels enhance consumers’ perceptions of brand sustainability depends on brand strength (i.e., the differential effect of bran...

Understanding what drives preference for global brands in emerging markets is a major concern for marketing researchers and practitioners. This study contributes to understanding of the cultural elements that influence consumers' preference for global brands. This study analyses the cultural antecedents of global brand preference in an emerging mar...

This research aims to understand how gamers redefine their identity by extending, aggregating, and assembling the different dimensions of the self in experiential online communities. The authors conducted a series of filmed in-depth and in game individual interviews, group interviews, informal conversations, and observation of online game sessions....

This paper explores the interactional effect of self-construal and openness to change on global and local brands identification in Brazil. Global brands are constantly expanding in most of the Latin American countries (Alden et al., 1999; Cornel and Drennan, 2004; Strizhakova, et al., 2008). However, consumer values in these countries can have an i...

The present research examines how personal and social identities moderate the impact of values on green consumption decisions. Prior consumer research has demonstrated that self-transcendence (self-enhancement) values have a greater influence green consumption decisions, so called values-behavior congruence. The authors divert from the conventional...

Previous studies in retailing have suggested that gender influences the way people shop. Women are more affected by store environment elements and more likely to enjoy shopping than men. However, is it possible to reduce these gender effects and to enhance men’s shopping outcomes? Drawing on gender and emotions literature, the authors suggest that...

Purpose – Research suggests that women demonstrate higher levels of shopping satisfaction, recommendation, return intentions, and hedonic shopping than men. However, is it possible to reduce the effects of gender on shopping behaviour? The purpose of this paper is to explore how the interaction between gender and emotions affects consumers’ shoppin...

The aim of this study is to explore the effects of gender and salient identity on sustainable consumption. In particular, this research investigates how gender effects on sustainable consumption may be contingent to the identity that is salient to the consumer during the evaluation process (personal vs. social). According to identity-based motivati...

Resumo: Pesquisas anteriores mostram que o autocontrole é influenciado pela distância temporal. Esta pesquisa estende esses achados e propõe que a distância temporal projetada em uma ação de autocontrole é influenciada através de vieses otimistas ou pessimistas. Os resultados de três experimentos indicam que vieses de otimismo (vs. pessimismo) infl...

This research examines the fit between stereotypes and hedonic and utilitarian products. We suggest that the product-stereotype fit and gender influence consumers’ willingness to pay for a product. Stereotypes were activated by showing participants two versions of advertising (hedonic and utilitarian) with a blonde (vs. brunette) spokesperson. Resu...

Persuasive messages are central to interpersonal influence in online communities, where consumers interact mainly through text. We employed a combination of netnography and computer-mediated discourse analysis to investigate how consumers exchange information related to products and brands in an online community. We identified a set of rhetorical s...

The present research analyses how personal values influence environmentally responsible water consumption in Brazil. This research reports a four-part study that is focused on both the influence of demographics (1a and 1b) and the influence of personal values (2 and 3). In general, environmental awareness has an effect on wasteful habits. Regarding...

A questão da utilidade e utilitarismo em marketing tem sido suscitada em alguns debates acadêmicos. No presente ensaio, buscamos aprofundar esta discussão, tendo como questão central a inseparabilidade de ciência e técnica na modernidade. A utilidade da ciência, que tem sido apontada como responsável pelo seu sucesso, deve ser interpretada como um...