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Summary
Thales Teixeira is an assistant professor in the Marketing Unit. He holds a Ph.D. in marketing from the University of Michigan. He earned a bachelor’s degree in business administration and master’s degree in statistics at the University of São Paulo, Brazil. Before joining HBS, Professor Teixeira was an independent quantitative marketing consultant to technology and financial services companies, among them Microsoft, HP, and Prudential.
His research domain comprises advertising and the economics of attention, particularly within TV and Internet videos. With developments in information technology and telecom, videos – both commercial and noncommercial – will become pervasive in many activities of daily life. Discovering how to communicate effectively through videos will therefore become increasingly important over time.
Professor Teixeira is also a proponent of using eye- and “facial expressions”-tracking technologies to engineer the design of video communications moment-to-moment in order to attract and retain viewer attention. Among his most recent findings, forthcoming in Marketing Science, is the optimality of what he terms brand pulsing (brief and frequent insertions of the brand logo on-screen) in TV commercials as a means to minimize ad skipping.
| Current Institution | Harvard University |
| Current School | Harvard Business School |
| Department | Business Administration |
| Disciplines | |
| Address | Harvard Business School Boston Massachusetts United States Phone: (617) 495-6125 |
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Education
University of Michigan
Ph.D,
Marketing
University of São Paulo
Master’s degree,
Statistics
Work Experience
Assistant professor
Harvard Business School
Achievements
General
Publication Summary
Published Papers
- Teixeira, Thales S., Michel Wedel, and Rik Pieters. "To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance." Marketing Intelligence Review (forthcoming).
- Teixeira, Thales S., Michel Wedel, and Rik Pieters. "Emotion-induced Engagement in Internet Video Ads." Journal of Marketing Research (April 2012).
- Teixeira, Thales. "The New Science of Viral Ads." Harvard Business Review 90, no. 3 (March 2012): 25-27.
- Teixeira, Thales S., Michel Wedel, and Rik Pieters. "Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing." Marketing Science 29 (September - October 2010): 783-804. (Lead Article. Featured in HBS Working Knowledge, Financial Times, and in a TV interview by Globo News (in Portuguese).)
Books
Other Publications
