Academic Background

  • Ph.D. in Economics, Finance and Management
    Doctoral degree

    Universitat Pompeu Fabra: Graduate Programme in Economics, Finance and Management, Barcelona, Spain. 2007

  • DEA (Diplomma of Advanced Studies)
    Universitat Pompeu Fabra: Graduate Programme in Economics, Finance and Management. 2003

  • Master of Science (M.Sc.) in Economics and Management

    Master degree

    Universitat Pompeu Fabra. Graduate Programme in Economics, Finance and Management, Barcelona, Spain. 2002

  • B.A. In Business

    Bachelor degree

    Colegio de Estudios Superiores de Administración CESA. Bogota, Colombia. 1999


  • Marketing


Research Group

  • Markets and decisions

 down Curriculum Vitae  



Associate professor at the School of Management. He has a Ph.D. and Master’s degree in economics and management from the Universitat Pompeu Fabra, Barcelona and is the director of a research group on individual decision-making and marketing. His academic education has focused principally on economic psychology, behavioural economics, and experimental economics. He teaches the following courses: an undergraduate course in Consumer Behaviour and Marketing Research; Marketing Management, with emphasis on the social and sustainable market as part of the MA in Environmental Management (MGA); and a Science of Behaviour course, which is part of the Business Administration Master’s and Doctoral programmes. His objective is to help to build links between the market and areas of sustainability.


Research Interests

In recent years, he has become involved in the subfield of consumer behaviour known as Transformative Consumer Research, which focuses on developing an understanding of the behaviour that positively affects the consumer’s wellbeing. Particular attention is paid to the decision-making processes of consumers who will exit poverty in the next few years. As such, he is interested in projects that study the phenomenon of decision-making in relation to the sustainable and socially responsible behaviours of these emerging consumers. He is currently involved in writing articles that examine: (i) decision-making in consumerism and sustainability (sustainable consumption), (ii) the different effects that poverty has on consumer psychology, (iii) consumption and the legalization of drugs, (iv) insecurity and pro-social preferences and decisions, and (v) improved public policy through behavioural science.



            Course Code

Comportamiento del consumidor

ADMI 2206




Transformative Consumer Research


Subsistence Marketplaces


Bounded Rationality RESEARCH AREAS
Cognition and Emotion in Judgment and Decision Making. RESEARCH AREAS
Behavioral Decision Theory in Consumer Behavior RESEARCH AREAS
Experimental and Behavioral Economics RESEARCH AREAS
Hope, grounded cognition and creativity among subsistence consumers, with Jose A. Rosa (In process) RESEARCH PROJECTS
Grounded Cognition and decision heuristics among subsistence consumers. With Jose A. Rosa (In process) RESEARCH PROJECTS
Color and Scent: Sensory congruency in product evaluation and choice. With Catalina Estrada (In process) RESEARCH PROJECTS
Subjective violence, associative forms and pro-social preferences. With Maria A. Velez and Clemente Forero (In process) (2010) RESEARCH PROJECTS
Ego depletion and the use of integral affect in choice (In process) RESEARCH PROJECTS
Loss aversion and brand loyalty (In process) RESEARCH PROJECTS
Alcohol advertising and problematic behavior among young adults. With Angela Trujillo (In process) RESEARCH PROJECTS

“Sustainable consumption and individual decision behavior”. (2013)


“The role of subjective time on decision processes”, (with Daniella Laureiro) (2012)


“In advance of drug legalization, legal reasoning and the drug consumption”, (with Angela Trujillo) (2012)


Hope, emotion and creativity among subsistence consumers, with Jose A. Rosa (In process) (2011) RESEARCH PROJECTS

“The influence of poverty on consumer behavior from a transformative perspective”, (with several colleagues around the globe) (2010)


Integral affect and boundedly rational choice heuristics. (in preparation) (2009)


Featurization of attributes: How Consumers Understand Quantitative Information? (in preparation) (2008)


“The categorization uncertainty model: How consumers understand quantitative information?” (2007) RESEARCH PROJECTS
“Perceived seriousness of a stressor caused by a substance use situation, and the differential use of the coping strategies in adolescents”. (2006) RESEARCH PROJECTS
“Análisis experimental de decisiones y mercados” (Experimental analysis of decisions and markets). Research Assistant. Director: Antoni Bosch Ph.D, Rosemarie Nagel Ph.D, Universidat Pompeu Fabra, Barcelona, Spain. (2003-2007) RESEARCH PROJECTS
“Sampling decision behavior in the real world: study contrasting students and business executives”, Research Assistant. Director: Robin M. Hogarth Ph.D: Universidat Pompeu Fabra, Barcelona, Spain. (2002) RESEARCH PROJECTS
“Las empresas multinacionales latinoamericanas” (The multinational enterprises in Latin America) Research Assistant. Director: Andrés Franco PhD, Colegio de Estudios Superiores de Administración, Bogota, Colombia. (1996-1997) RESEARCH PROJECTS