Skip to main content

Paulo Albuquerque

Professor of Marketing


Paulo Albuquerque is Professor of Marketing at INSEAD. He holds a PhD in Management from the UCLA Anderson School of Management. Before joining the PhD programme, Paulo worked for 3 years at Warner Lambert Portugal, as the product manager and trade marketing manager, involved in management of brands such as Listerine, Trident, and Halls. He was an Associate Professor of Marketing and the Faculty Director of the MBA programme at the Simon Business School, University of Rochester, where for 8 years he lectured the marketing core course and the elective class on distribution channels. He was in the teaching honour roll multiple times and won the best teaching award twice, in 2012 and 2013.

Paulo’s research interests focus on several marketing areas including firm decisions to introduce new products, how products are adopted and sales spread across different markets, and consumer decisions to search and buy products online. This diverse research has appeared in several top marketing academic journals such as Marketing Science, Journal of Marketing Research, and Management Science. His recent projects used data collected from some of the most known firms and products, such as and Hewlett-Packard. Currently, he studies the role of social media in political races, and how much and for how long consumers use products, using data from the online games industry and the popular game World of Warcraft, as an example.

Latest posts

Sort by


How Negative Reviews Affect Online Consumers

P. Albuquerque, M. Varga

Negative reviews influence consumer decisions depending on the type of product, as well as the nature and placement of these reviews.


What’s Up Front? The True Influence of Nutrition Labels in Real Life

Paulo Albuquerque & Pierre Chandon

A major randomized controlled trial finds that nutrition labels help healthier foods but do not hurt junk foods, leading to a much smaller boost than in lab studies.


How Many Bad Customer Reviews Is Too Many? One

Paulo Albuquerque & Marton Varga

Sellers should focus less on cultivating a forest of positive reviews, and more on the state of each tree.


Making the Online World Less Addictive – and More Popular

Paulo Albuquerque & Yulia Nevskaya

How companies can use five levers to regulate online user engagement over time.


Selling Kids on Healthy Eating

Marketers and parents both have a role to play in combating the global childhood obesity crisis.


Inject Novelty into Your Innovations

Making sure customers are familiar with your products is essential, but so is a strong dose of occasional novelty.