Cookies Policy
We use cookies to improve our site and your experience. By continuing to browse our site you accept our cookie policy. Find out More
Close
  • Menu
About

About

Assistant Professor with habilitation at University of Porto, School of Economics.

Ph.D. at UMIST, United Kingdom (2003); M.A., University of Porto

My research focus is on consumer psychology applied to tourism, retailing and digital technologies.

I have investigated the pre-adolescents integration of digital instruments in the context of their social network management. I am author, co-author and editor of several books and chapters as well as articles published in journals devoted to marketing, consumer psychology and communication.I am director of several executive master and post-graduation programs in business management. I have been responsible for more than 50 market research projects to several countries, multinational companies and public institutions both in EU, Africa and Brazil.

Interest
Topics
Details

Details

  • Name

    Pedro Brito
  • Cluster

    Computer Science
  • Role

    Senior Researcher
  • Since

    01st January 2010
001
Publications

2018

Augmented reality versus conventional interface: Is there any difference in effectiveness?

Authors
Brito, PQ; Stoyanova, J; Coelho, A;

Publication
Multimedia Tools and Applications

Abstract
The moment immediately before the “add to cart” decision is very critical in online shopping. Drawing on theories of transfer, spreading activation and human-computer interaction, the superiority of markerless Augmented Reality (AR) and Marker-based augmented reality (M) over Conventional Interactive (CI) is hypothesized. Although those multimedia tools are not part of the product/brand motivating the consumer interest they interfere in the interactive performance of the ecommerce. 150 consumers in a lab experiment showed higher emotional response, interactive response and brand evaluation in M and AR than CI. Contrary to what was expected the usability results were the inverse. That is, usability of CI outperforms M and AR. Considering only AR and M interfaces their effect on psychological variables was not statistically significant. A sophisticated or a simple interface had no impact on intention to buy the target brand, but the brand recommendation improved from M to AR. The differing effect of those three interface systems was mediated by brand familiarity, perceived risk, opinion leadership and positive emotional traits. © 2017 Springer Science+Business Media New York

2018

Marker versus Markerless Augmented Reality. Which Has More Impact on Users?

Authors
Brito, PQ; Stoyanova, J;

Publication
International Journal of Human-Computer Interaction

Abstract
Augmented Reality (AR) platforms are being used for an extensive array of applications. One of the critical moments of online shopping is the choice of product. Ideally, consumers should be able to try the product before pressing on “add to cart” button. The experimental design discussed in the article compares two different optical tracking systems of AR—a marker-based AR (MB) and a markerless AR (ML) for two types of interfaces: tangible and multimodal based on gesture recognition, respectively. Both AR technologies allow the consumer to virtually visualize sport shoes’ features. Although the interface systems affect the facial/body expression of participants, the self-reported arousal does not change. In contrast with the literature, the usability of the MB (tangible) AR is considered better than the ML (gesture-based recognition) AR option. The probability of recommending the displayed brand is higher under ML (gesture-based recognition) AR than the MB (tangible) AR. Some covariates and factors such as positive/negative emotional traits, tendency to adopt innovation, and familiarity with the brand interfere with the impact of both AR technologies on the dependent variables. © 2017 Taylor & Francis Group, LLC

2018

Profiles identification on hierarchical tree structure data sets

Authors
Rocha, C; Brito, PQ;

Publication
JOURNAL OF APPLIED STATISTICS

Abstract
In this work we study a way to explore and extract more information from data sets with a hierarchical tree structure. We propose that any statistical study on this type of data should be made by group, after clustering. In this sense, the most adequate approach is to use the Mahalanobis-Wasserstein distance as a measure of similarity between the cases, to carry out clustering or unsupervised classification. This methodology allows for the clustering of cases, as well as the identification of their profiles, based on the distribution of all the variables that characterises each subject associated with each case. An application to a set of teenagers' interviews regarding their habits of communication is described. The interviewees answered several questions about the kind of contacts they had on their phone, Facebook, email or messenger as well as the frequency of communication between them. The results indicate that the methodology is adequate to cluster this kind of data sets, since it allows us to identify and characterise different profiles from the data. We compare the results obtained with this methodology with the ones obtained using the entire database, and we conclude that they may lead to different findings.

2018

Tourists' Precautions in an Unsafe Destination: The Case of Agadir, Morocco

Authors
Cherkani, N; Brito, PQ;

Publication
INNOVATIVE APPROACHES TO TOURISM AND LEISURE

Abstract
Tourist behavior has always been a central issue in the tourism discourse. Research in this area has long focused on destination choices, especially those destinations which still attract visitors despite of their security circumstances. Most of the tourists who choose traveling to a less safe destination are looking for new adventures, thus unique holidays. However, with that need of experiencing new sensations, and having a non-standard experiences, tourists cannot deny the fact of being attentive and taking precautions while traveling to an unsafe destination. The purpose of this research relies on defining what kind of precautions the tourists take while traveling to a destination which can threaten their safety, and in which way those precautions contribute to increase the tourist satisfaction.

2018

Toward an integrated model of visitor's food Nostalgia and gender difference: A festival context

Authors
Brito, PQ; Vale, VT;

Publication
Event Management

Abstract
This study aims to build and test a theoretical model of tourist nostalgia (nostalgia proneness and food nostalgia) and seeks to explore the gender differences regarding how tourists feel their nostalgia towards food, and if it impacts in the global experience of the event. Survey data were collected in a gastronomic event, from 400 visitors. Two research models grounded on gender-female and male-highlighted the predictive role of food. Surprisingly, the all-purpose nostalgic proneness construct had a very limited impact. The newly developed construct (food nostalgia) was able to capture complex multidimensional visitor's experiences in both male and female models, whereas the broadspectrum measure of nostalgia expressed a higher propensity of nostalgia feeling among men. The managerial implications comprise market segmentation strategy, the definition of specific nostalgia triggers associated with traditional food as attributes to promote the event, and a festivalscape environment designed to express those triggers. © 2018 Cognizant, LLC.

Supervised
thesis

2018

Hierarchical Classification using hierarchical clustering: an application to Human Activity Recognition

Author
Joel Alexandre Ezequiel Dinis

Institution
UP-FEUP

2017

APP Consumer Response: A.I. Modelling Towards Optimal Managerial Decisions in Mobile Marketing.

Author
Fabiane Valéria de Oliveira Bastos Valente

Institution
UP-FCUP

2017

Marca Territorial: A visão dos residentes sobre a sua cidade (Cidade da Guarda)

Author
Inês Patrícia Afonso Pais

Institution
UP-FEP

2017

Bridging Consumer Psychology with Augmented Reality: A Psychophysiological Approach.

Author
Mafalda Teles de Moura e Roxo Espírito Santo

Institution
UP-FEP

2017

O Turismo Sustentável dos Açores

Author
Nuno Miguel Lemos Valadão

Institution
UP-FEP