Cátia Alves

Cátia Alves is an Assistant Professor of Marketing at IE University. She completed her PhD in Management at Nova SBE and was a visiting PhD at the Rotterdam School of Management.

She investigates how people perceive and respond to uncomfortable, undesired, or stigmatized elements. Her current projects span creative domains (e.g., producing content for disliked brands), media contexts (e.g., exposure to unpleasant emotions), and social settings (e.g., engaging with outcasts and their practices). 

She is particularly committed to interdisciplinary research that addresses real-world problems and actively involves companies, policymakers, and communities.

Prior to joining IE University, she taught at the University of Vienna, Nova SBE, and IADE, covering various undergraduate and graduate courses, including New Product Development, Responsible Marketing, Consumer Behavior and Marketing Management.

Academic Experience

• Assistant Professor of Marketing, IE University, Spain, 2025 - Present 

• Assistant Professor of Marketing, University of Vienna, Austria, 2022 - 2025 

Academic Background

• Ph.D. in Management, Nova School of Business and Economics, Portugal, 2021

• M.S. in Neurosciences, University of Lisbon, Portugal, 2017

• B.S. in Biotechnology, University of Aveiro, Portugal, 2014

SUSTAINABLE DEVELOPMENT GOALS (SDGs)

3- Good Health and Well-Being

9- Industry, Innovation and Infrastructure

16- Peace, Justice and Strong Institutions