• Full Attention Slide
  • Partial Attention Slide
  • Minimal Attention Slide
  • Lack of Attention Slide
Thales S. Teixeira

Thales S. Teixeira

is an Associate Professor at Harvard Business School, advisor to large companies and tech startups. Full Bio...

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Research

This area of knowledge comprises advertising, digital marketing and attentional economics...
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News

This area contains a selection of trade press and non-academic articles...
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Videos

This area contains a selection of research-related videos, speeches and presentations...
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Recent Publications


How to Profit From “Lean Advertising"

Online video offers a way to achieve higher engagement with consumers for far less money. Because viewers actively choose online videos, they watch them more attentively than they watch TV ads....  Read More


Television Advertising and Online Shopping

Media multitasking competes with television advertising for consumers’ attention, but may also facilitate immediate and measurable response to some advertisements. This paper explores whether and...  Read More


Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study

The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downside of...  Read More


The Evolution of Modern Digital Pricing Models

Associate Professor Thales Teixeira and Assistant Professor Donald Ngwe on the impact of e-commerce on pricing—and why firms should make online discounts harder to find....  Read More


Latest News


My research on "The Rising Cost of Attention" being used in court documents to support Class Action Lawsuits

Page six, footnote 14: The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It, Thales S. Teixeira, HARVARD BUSINESS REVIEW, working paper 14-055, Jan. 17, 2014....  Read More


The Evolution of Modern Digital Pricing Models

Associate Professor Thales Teixeira and Assistant Professor Donald Ngwe on the impact of e-commerce on pricing—and why firms should make online discounts harder to find....  Read More


Case Study: Can Retailers Win Back Shoppers Who Browse then Buy Online?

This case study discusses the options that brick-and-mortar retailers can use to combat the negative consequences of 'showrooming. The past couple of decades have demonstrated that the macro trend...  Read More