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- ManagementPublication . Pinto, João
- Trust at the tap: unlocking contactless payment adoptionPublication . Pauseiro, M. de Carvalho; Silva, S. C.; Meneses, R.Contactless payment technologies have gained significant traction in retail due to their efficiency, speed, and convenience. Data security and privacy concerns remain key obstacles to widespread adoption despite these advantages. This study explores the impact of perceived risk on consumer trust and adoption of contactless payment technologies, drawing upon the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). The research employs a quantitative methodology, utilizing a structured online survey to collect data from 259 respondents, of whom 239 are active users of contactless payment systems. The study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) to test security, privacy, risk perception, trust, and adoption hypotheses. Results indicate that consumer trust is significantly influenced by perceived security and privacy, while perceived risk negatively affects trust. Additionally, perceived usefulness and ease of use are crucial in shaping adoption behavior. Interestingly, social influence was found to have a limited effect on adoption decisions.
- Dark patterns: reclaiming autonomy in online shopping in the age of AIPublication . Silva, Susana C.; Gasulla-Tortajada, Elena; Sousa, Nuno deConsumer autonomy in online shopping has become an increasingly urgent concern as e-commerce platforms deploy manipulative designs to impair free and informed decision-making, known as dark patterns. While such practices are not new, their scale, subtlety, and effectiveness have been fundamentally transformed by artificial intelligence (AI). This chapter examines how AI-driven marketing systems embed dark patterns within adaptive, data-driven optimization processes, enabling personalized, automated, and continuously refined manipulation in online shopping environments. We first develop a comprehensive typology of AI-driven dark patterns, including interface interference, nagging, forced action, obstruction, sneaking, social proof, and urgency, illustrating how each is amplified through AI-enabled personalization. We then analyze the AI models that operationalize these practices, such as reinforcement learning, clustering algorithms, natural language processing, computer vision, and generative AI, and show how granular behavioral data feeds into systems that dynamically optimize manipulation interventions at scale. To synthesize these mechanisms, the chapter introduces the AI-driven dark pattern pipeline, which clarifies how platform-level value creation is achieved alongside opaque and unintended harms to consumers, including reduced deliberation, unplanned spending, and diminished perceived choice. Finally, the chapter advances a multi-layered framework for reclaiming consumer autonomy, arguing that awareness and education alone are insufficient. Instead, effective responses require the combined deployment of structural regulation, cognitive support, and technological countermeasures that operate at the same speed and granularity as algorithmic manipulation. The chapter contributes to marketing theory by connecting AI, dark patterns, and autonomy and offers implications for research, regulation, and responsible e-commerce practice.
- Analyzing consumer responses to warwashing amidst the Russia–Ukraine conflict: a comparative study of Portuguese and Danish perspectivesPublication . Silva, Susana C.; Duarte, Paulo; Kanne, Benjamin LeonThe ongoing Russia–Ukraine conflict has had significant repercussions for businesses, with many scaling back operations in Russia due to international sanctions. However, some companies continue operating there while making superficial gestures to appear supportive of the oppressed side (a practice known as ‘warwashing’). These actions conflict with profit motives and contribute to consumer skepticism and potential boycotts. This study examines how Portuguese and Danish consumers respond to warwashing, aiming to assess if cultural differences influence reactions. A quantitative survey, including nine questions based on literature and key differences between the two countries, was conducted using a deductive approach. Results were analyzed via JMP statistical software, with paired t-tests applied. Findings reveal a significant difference in reactions between Portuguese and Danish consumers, with Danish consumers showing a heightened response, engaging more frequently in impactful actions. This aligns with Hofstede’s cultural model, which portrays Danes as more open to change and expecting transparency. Boycott theory is also supported, suggesting that Danes are more inclined to boycott products and services, while Portuguese consumers show less faith in the effectiveness of such actions. This cross-country comparison reaffirms Hofstede’s Cultural Value Dimensions, providing insight into real-world cultural differences. Additionally, the study highlights the concept of collective action, where individuals avoid certain products or services as a form of protest, revealing variations in the prevalence of this behaviour across different societies.
- Making a difference: why Portuguese consumers boycott Russian companiesPublication . Silva, Susana C.; Duarte, Paulo; Costa, Inês M.; Meneses, Raquel C.This article investigates whether Portuguese consumers have engaged in boycotting Russian products in response to the ongoing conflict in Ukraine, which began in February 2022, and explores the motivations behind such boycotts. Consumer boycotts have a long history as expressions of dissatisfaction with organizational tactics, government policies, or social issues. However, existing models of boycott motivation are incomplete, focussing solely on beliefs and attitudes. To address this gap, our study examines the impact of six different variables on Portuguese consumers’ intention to boycott (IB). The Ukrainian conflict serves as an ideal case study for this investigation, particularly since previous research has primarily focussed on financial market reactions rather than individual consumer perspectives. Based on a survey distributed in Portugal, we obtained 163 valid responses that were analyzed through Structural Equation Modelling. Our empirical study reveals that the primary trigger for Portuguese consumers to boycott is the desire to make a difference (DMD). Animosity (AN) towards Russia and social influence (SI) also play significant roles, while perceived effectiveness (PE), ethical idealism (EI), and counterarguments (CO) were not significant in the decision to boycott. This study enhances the understanding of consumer boycotts by providing a detailed analysis of the motivations behind Portuguese consumers’ boycotts of Russian products. Our research complements previous studies by focussing on individual consumer perspectives rather than financial market reactions, contributing to broader knowledge of consumer behaviour in response to geopolitical conflicts. These findings offer valuable insights for companies that may be affected by boycotts for navigating political tensions.
- Manual - rumo à transparência: prestação de contas nas organizações de economia social em PortugalPublication . Marcos, Vanessa; Pinto, FilipeOs temas da Transparência e da Prestação de Contas são cruciais para a credibilização e valorização crescentes do setor da Economia Social e Solidária. A afirmação deste setor como parceiro no desenvolvimento e coesão social, bem como na efetivação dos direitos sociais constitucionalmente reconhecidos, depende, cada vez mais, da sua capacidade de partilhar e divulgar informação - tanto quantitativa quanto qualitativa - junto das suas Partes Interessadas, quer sobre os resultados da sua gestão, quer sobre a sua ação e respetivas atividades, ao que se soma a medição do seu real impacto. Trata-se de uma matéria que radica na própria licença para operar e que estimula o autoconhecimento e a divulgação rigorosa do que fazem as entidades e os seus atores. Este Manual é o corolário de um processo de reflexão interdisciplinar que espelha a diversidade do setor e a necessidade de uma adaptação gradual das práticas.
- Manual - rumo à transparência: prestação de contas nas organizações de economia social em PortugalPublication . Marcos, Vanessa; Pinto, FilipeOs temas da Transparência e da Prestação de Contas são cruciais para a credibilização e valorização crescentes do setor da Economia Social e Solidária. A afirmação deste setor como parceiro no desenvolvimento e coesão social, bem como na efetivação dos direitos sociais constitucionalmente reconhecidos, depende, cada vez mais, da sua capacidade de partilhar e divulgar informação - tanto quantitativa quanto qualitativa - junto das suas Partes Interessadas, quer sobre os resultados da sua gestão, quer sobre a sua ação e respetivas atividades, ao que se soma a medição do seu real impacto. Trata-se de uma matéria que radica na própria licença para operar e que estimula o autoconhecimento e a divulgação rigorosa do que fazem as entidades e os seus atores. Este Manual é o corolário de um processo de reflexão interdisciplinar que espelha a diversidade do setor e a necessidade de uma adaptação gradual das práticas.
- Critical realism and economicsPublication . Martins, Nuno OrnelasThis chapter explores the contributions of critical realism to the development of heterodox economics. These contributions include a critique of the methodology of modern mainstream economics, identification of the main characteristics of various heterodox traditions, and an analysis of their complementarity within an ontologically grounded conception of heterodox economics. Possibilities of further interaction of critical realism and heterodox economics are also explored, taking into account the Cambridge Social Ontology project as it emerged from critical realism, including its more recent developments, such as social positioning theory and critical ethical naturalism. The chapter also explores how those developments can be combined with Frederic S. Lee’s contribution to the study of the social provisioning process, so as to further advance an integrated and coherent framework for heterodox economics.
- The social surplus approach: historical origins and present statePublication . Martins, Nuno OrnelasThis chapter traces the historical development of the social surplus approach, starting with the classical political economists, while distinguishing between Marshall’s development of a neoclassical social surplus approach and the Cambridge Keynesians, who developed the social surplus approach with an explicit reference to Marx’s elaboration of the circular reproduction schemes of classical political economy. The chapter tries to explain how the social surplus approach provides a promising route for the development of heterodox economic theory in a direction that addresses the current socio-economic and ecological challenges. The emphasis of this chapter is on the traditions that attempt to establish an explicit connection to the classical-Marxian surplus approach, but without neglecting other heterodox perspectives, including Veblen’s, who provided the most influential non-Marxian perspective that draws upon (or at least presupposes) a social surplus approach (in which the surplus is appropriated by a leisure class).
- Evidence of a glocal marketing strategy: a case study in the Brazilian telecommunication marketPublication . Yamasaki, Viviane; Rocha, Thelma Valéria; Duarte, Paulo; Silva, Susana Costa eAdaptation versus standardization dilemma has been coined as a major issue within the international marketing literature for the past fifty years, and academic research has showed that the extreme positions were unbearable and that the virtue lied in a middle position between these two positions. This opened space for another stream of research devoted to analyze and discuss the level of control and autonomy that Multinational Enterprises (MNEs) should grant to their subsidiaries. In this paper, we analyze the impact of subsidiaries’ capacity to innovate in marketing in an emerging economy. Thus, the main purpose of this study is to explore marketing autonomy in Multinational Enterprises’ subsidiaries to innovate and develop new products and services to the Brazilian telecommunications market. Using the grid proposed by Lasserre, several interviews to senior managers of Telefónica were conducted in order to evaluate the level of autonomy of Telefonica’s Brazilian subsidiary. The results show that Telefónica uses a glocal approach, since its subsidiary has autonomy to create and adapt its products when the headquarters recognize that global decisions might not meet local demands. Despite being a single case study, Telefóncia is a giant in the telecommunication sector, operating in numerous countries, thus the current insights on the way the company runs global operations may be helpful not only for researchers but also for other companies.