Thales S. Teixeira
Assistant Professor of Business Administration
Thales Teixeira is an assistant professor in the Marketing Unit. He holds a Ph.D. in marketing from the University of Michigan. He earned a bachelor’s degree in business administration and master’s degree in statistics at the University of São Paulo, Brazil. Before joining HBS, Professor Teixeira was an independent quantitative marketing consultant to technology and financial services companies, among them Microsoft, HP, and Prudential. He researches the Economics of Attention.
His research domain comprises advertising and the Economics of Attention, particularly within TV and Internet videos. With developments in information technology and telecom, videos – both commercial and noncommercial – will become pervasive in many activities of daily life. Discovering how to communicate effectively through videos will therefore become increasingly important over time.
Professor Teixeira is also a proponent of using eye-tracking and facial-tracking technologies to engineer the design of video communications moment-to-moment in order to attract and retain viewer attention. Among his most recent findings, published in Marketing Science, is the optimality of what he terms brand pulsing (brief and frequent insertions of the brand logo on-screen) in TV commercials as a means to minimize ad skipping.
Advertising and the Economics of Attention
Using novel technologies, such as eye- and face-tracking, to gauge attentional and emotional (facial) reactions to advertising, Professor Teixeira studies how advertising effectiveness can be optimized. Through complex statistical models of consumer response, he relates ad content, branding features, and viewer characteristics to viewing behavior. He attempts to answer questions that include:
- When and why do consumers avoid watching TV and Internet video commercials?
- How can advertisers reduce “advertising avoidance” by applying attention-grabbing or emotion-generating mechanisms?
- What branding works best in Internet ads?
Professor Teixeira is also developing a conceptual framework for studying the rules that govern the transaction of commercial attention (i.e., toward advertising), a scarce cognitive resource, among firms in a market. Some examples of macro-effects questions that he attempts to answer are:
- What is the societal utility of advertisements? Why has it changed over time?
- How can consumer attention be measured, efficiently priced, and transacted?
- How is successful brand building accomplished?