Consumer decisions - INSEAD


Consumer decisions to search and purchase products online

Professor Paulo Albuquerque - Professor of Marketing at INSEAD

There has been considerable research and applications in Marketing on consumer’s purchase decisions. In part because of lack of data, pre-purchase decisions (e.g., when the consumer’s search for information about products) and post-purchase decisions (e.g., how much usage a product gets after it was bought).

This day is going to be divided into two distinct parts.

  • In the morning session, we will go over multiple approaches to understand how consumers obtain information before purchase, and discuss the design and introduction of a product based on online search patterns by consumers.
  • In the afternoon session, we will the cover a second important set of consumer decisions: product usage and implicit consumer satisfaction. We will discuss and elaborate on how managers can create customer satisfaction indices based on the actions done by consumers.


Professor Paulo Albuquerque

Paulo Albuquerque is an Associate 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 Amazon.com 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.


Other days

21/04/2017 - New pricing strategies: e-commerce versus classic wholesale/retail, by Professor Oded Koenigsberg – LONDON BUSINESS SCHOOL

19/05/2017 - Master Class - Negotiation techniques, by Professor Tim Cullen – Director of the OXFORD NEGOCIATION SCHOOL


A unique opportunity for Marketing Managers and Marketing Directors to come in contact with captivating experts, renown in the world.

Limited number of participants. Deadline for registration: 30 March 2017.

Participants are awarded a certificate, signed by each of the professors for the session they attended.


Special combi price for 3 days

Non members : € 2.850 (excl.VAT)

Members STIMA, IAB & BDMA: € 2.570 (excl.VAT)



GLOBAL is a unique collaboration regarding a free publication with the world’s best business schools. www.globalbusmag.com


  • DAY 1 - New pricing strategies - 21/04/2017
  • Day 2 - Consumer decisions to search and purchase products online - 12/05/2017
  • Day 3 - Advanced negotiation techniques - 19/05/2017

12-05-2017 09:00 tot 12-05-2017 17:30

Hotel Pullman Brussels
Victor Hortaplein 1
1060 - Bruxelles (Belgique)
Pascale Cambie
Directeur STIMA Education pascale.cambie@stima.be 02-234 54 03
€ 1.290,00 + BTW 21% (Non members)
€ 1.165,00 + BTW 21% (Members STIMA, IAB & BDMA)