Mafalda Teles Roxo is a researcher at LIAAD/INESC TEC in Portugal. She received her BSc. in Languages and International Relations from the University of Porto in 2012 and her MSc. in Marketing from Católica Porto Business School in 2014. She is currently a Ph.D. candidate at FEP, University of Porto - Doctoral program in Business and Management Studies. Her research focuses consumer behavior, digital media, neuromarketing.