Thales S. Teixeira

Lumry Family Associate Professor of Business Administration

Thales Teixeira is a faculty 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, digital marketing and The Economics of Attention – i.e., the market principles of how to buy, sell, capture and use consumer attention effectively to acquire, and engage consumers in order to build brands cheaply. Recent cases, keynotes and media mention on these topics follow:

Recent HBS Cases: Best Buy, Dropbox, Coca-Cola, YouTube. 
Recent keynotes: Unilever, National Retail Federation Week, Cannes Lions.
Recent Media Mentions: New Yorker, The Economist, Forbes, McKinsey & Co.
Recent in-company engagements: Facebook, Disney, Paramount Pictures.


  1. Advertising and the Economics of Attention

    by Thales S. Teixeira

    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?