PhD in Marketing from Tilburg University (the Netherlands); MBA; and BSc in Economics (FEUNL). Professor of Marketing at CLSBE, Rita teaches the MSc programme, the Executive Master’s programme, and in Executive Education, where she participates in several customised programmes for companies. She currently works as co-coordinator of the Advanced Executive Programme in Marketing (PAME) and co-director of the Executive Master in Management – Strategic Marketing at Católica-Lisbon. She also coordinates the LERNE – Laboratory of Experimental Research iN Economics and Management, the PEO – Online Research Panel, and the OSP – Observatory of Portuguese Society. Her main research interests are decision making, self-regulation – impact on choice and consumption decisions, goal striving, impulsive buying behaviour, and package formats.