Luis F. Martinez é Professor Associado de Marketing e Ciências do Comportamento, com Agregação em Gestão, na Nova School of Business and Economics (Nova SBE), Universidade Nova de Lisboa, onde foi Co-Diretor Académico do Mestrado em Gestão (2019-2023). Obteve o seu doutoramento em Comportamento Organizacional na Universidade de Tilburg. Ocupou cargos de professor visitante no MIT Sloan, VSE Prague, EM Strasbourg, e LUISS Guido Carli Rome. Antes de se juntar à Nova SBE, foi Professor Auxiliar na Business School do ISCTE – Instituto Universitário de Lisboa e Investigador Integrado na BRU-ISCTE. Exerce funções de Editor Sénior nas revistas Electronic Commerce Research (Springer Nature) e Journal of Organizational Effectiveness: People and Performance (Emerald), bem como de Editor Sénior de Edições Especiais na Electronic Commerce Research and Applications (Elsevier). É também Editor Associado do Journal of Consumer Behaviour (Wiley) e do Sustainability Accounting, Management and Policy Journal (Emerald), integrando ainda os conselhos editoriais de vários outros periódicos prestigiados. O seu trabalho tem sido publicado num amplo conjunto de revistas académicas e tem também alcançado públicos profissionais através de plataformas de referência, como a Harvard Business Review e a The Conversation. Atualmente, integra o painel de avaliação de projetos na área das Ciências Económicas da Swiss National Science Foundation (SNSF). 

2021 - Agregação em Gestão - Nova SBE

2010 - Doutoramento em Ciências Sociais e Comportamentais - Tilburg University

2000 - Mestrado em Comportamento Organizacional - ISPA-IU

1997 - Licenciatura em Economia- Nova SBE

Comportamento do consumidor: emoções; tomada de decisões; consumo sustentável; confiança.

Comércio eletrónico: marketing digital; compras online; comportamento do comprador online.

OB/HRM: presenteísmo; comportamento de assiduidade; saúde no trabalho.

• Do, Ngoc Bich, Bui, Minh-Duyen, Hoang, Duc, Martinez, Luis F. (2026). AI personalization and psychological response: Examining the role of obsession and reactance. (Accepted/In press) Services Marketing Quarterly.
• Westland, J. Christopher, Martinez, Luis F., López-López, David, Torres-Pruñonosa, Jose (2026). Extreme value estimators for censored inventory demand. International Journal of Systems Science: Operations & Logistics, 13 (1).
• Martinez, Luisa M., Ramos, Filipe R., Amaro, Ana Cláudia, Cantú, William, Kumar, Satish, Martinez, Luis F. (2026). The color of things: A multi-method approach for new marketing and business strategies. Color Research and Application, 51 (1).
• Brüggemann, Philipp, Martinez, Luis F., Pauwels, Koen (2025). Theoretical perspectives and conceptual framework for online grocery shopping: Adapting to environmental circumstances and influencing internal factors. Electronic Commerce Research, 25 (3), 2271-2307.
• Carvalho, Marcelo, Lopes, Evandro Luiz, Martinez, Luis F., Herrero, Eliane (2025). When found, it is expensive! The influence of perceived justice and anger in out-of-stock followed by over-price scenarios. Journal of Retailing and Consumer Services, 87.
• Dao, Hoang Minh, Bui, Minh Le, Hoang, Duc, Martinez, Luis F. (2025). Doctor and celebrity credibility: Their dual impact on livestream viewers’ trust and service adoption intentions. Journal of Marketing Analytics, 13 (3), 668-696.
• Do, Ngoc Bich, Hoang, Duc, Do, Hai Ninh, Martinez, Luis F. (2025). Managing trust and fatigue in social media consumption: a strategic perspective on discontinuance intention. (Accepted/In press) Journal of Marketing Analytics.
• Figueiredo, Natália, Ferreira, Bruno M., Abrantes, José Luís, Martinez, Luis F. (2025). The role of digital marketing in online shopping: A bibliometric analysis for decoding consumer behavior. Journal of Theoretical and Applied Electronic Commerce Research, 20 (1).
• Gröschel, Andrea, Kirk, Colleen P., Martinez, Luis F., Brandão, Amélia, Torres-Pruñonosa, Jose (2025). Generational cohort differences in psychological ownership: How does Gen Z come to feel ownership in an intangible world?. (Accepted/In press) European Journal of Management and Business Economics, , 1-16.
• Hoang, Duc, Loureiro, Sandra Maria Correira, Kousi, Sofia, Martinez, Luis F. (2025). Luxury fashion apps: Functional and hedonic customer experiences. International Journal of Consumer Studies, 49 (3).
• Kotrba, Vojtěch, Menšík, Jakub, Martinez, Luis F. (2025). ESG consequences for companies in the digital environment: insights from sector-specific performance across the EU-27. Journal of Marketing Analytics, 13 (3), 574-586.
• Kotrba, Vojtěch, Strnadová, Mirka, Martinez, Luis f., Brinca, Pedro (2025). The most likeable soccer players and the least likeable hockey players are in greater demand. The Journal of Economic Inequality, 23 (2), 529–548.
• Lopez-Lopez, David, Plaza-Navas, Miquel Angel, Torres-Pruñonosa, Jose, Martinez, Luis F. (2025). Navigating the landscape of e-commerce: Thematic clusters, intellectual turning points, and burst patterns in online reputation management. Electronic Commerce Research, 25 (1), 1-38.
• Ramos, Filipe R., Martinez, Luisa M., Martinez, Luis F., Abreu, Ricardo, Rubio, Lihki (2025). Mapping e-commerce trends in the USA: A time series and deep learning approach. Journal of Marketing Analytics, 13 (3), 606-634.
• Bifkovics, Bettina, Malota, Erzsébet, Faria, Luciana N., Martinez, Luis F. (2024). Customer-to-customer communication: Referral of high and low involvement products through stimulated word-of-mouth. Journal of Promotion Management, 30 (2), 204-226.
• Lages, Luís Filipe, Silva, Graça Miranda, Canhoto, Ana Isabel, Martinez, Luis F., Jahanmir, Sara (2024). Balancing people, planet and profit: Export strategies for sustainable value creation. Sustainability Accounting, Management and Policy Journal, 15 (4), 961-986.
• Gilal, Faheem Gul, Gilal, Naeem Gul, Martinez, Luis F., Gilal, Rukhsana Gul (2023). Do all brand CSR initiatives make consumers happy? The role of CSR-brand (mis)fit and sense of relatedness. Journal of Product and Brand Management, 32 (6), 942-957.
• Hoang, Duc, Kousi, Sofia, Martinez, Luis F. (2023). Online customer engagement in the post-pandemic scenario: A hybrid thematic analysis of the luxury fashion industry. Electronic Commerce Research, 23 (3), 1401–1428.
• Hoang, Duc, Kousi, Sofia, Martinez, Luis F., Kumar, Satish (2023). Revisiting a model of customer engagement cycle: A systematic review. Service Industries Journal, 43 (9-10), 579-617.
• Klein, Katharina, Martinez, Luis F. (2023). The impact of anthropomorphism on customer satisfaction in chatbot commerce: An experimental study in the food sector. Electronic Commerce Research, 23 (4), 2789-2825.
• Westerberg, Catrin, Martinez, Luis F. (2023). Young german consumers’ perspectives of rental fashion platforms. Young Consumers, 24 (3), 309-330.
• Antunes, Inês, Martinez, Luisa M., Martinez, Luis F. (2022). The effectiveness of sales promotion techniques on the millennial consumers’ buying behavior. ReMark - Revista Brasileira de Marketing, 21 (3), 784-836.
• Ferreira, Aristides I, Mach, Merce, Martinez, Luis F, Miraglia, Mariella (2022). Sickness presenteeism in the aftermath of COVID-19: Is presenteeism remote-work behavior the new (ab)normal?. Frontiers in Psychology, 12, 748053.
• Gruntkowski, Lisa M., Martinez, Luis F. (2022). Online grocery shopping in Germany: Assessing the impact of COVID-19. Journal of Theoretical and Applied Electronic Commerce Research, 17 (3), 984-1002.
• Gonçalves, Diogo, Coelho, Pedro, Martinez, Luis F., Monteiro, Paulo (2021). Nudging consumers toward healthier food choices: a field study on the effect of social norms. Sustainability, 13 (4), 1-14.
• Neumann, Hannah L., Martinez, Luisa M., Martinez, Luis F. (2021). Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention. Sustainability Accounting, Management and Policy Journal, 12 (3), 571-590.
• White, Allison R., Martinez, Luisa M., Martinez, Luis F., Rando, Belén (2021). Color in web banner advertising: The influence of analogous and complementary colors on attitude and purchase intention. Electronic Commerce Research and Applications, 50.
• Martinez, Luisa M., Gameiro, Diana, Martinez, Luis F., Agante, Luísa, Abreu, Ana Maria (2020). The influence of colour in anthropomorphic packaging: Purchase intention and product attractiveness. Revista Portuguesa de Marketing, 19 (37), 71-86.
• Offergeld, Tobias, Martinez, Luis F., Ferreira, Aristides I. (2020). A train of thought in product experientiality: working memory, distraction, and inconsistencies in cue order effects. Journal of Retailing and Consumer Services, 53.
• Rodrigues, Dalvia, Martinez, Luis F. (2020). The influence of digital marketing on recruitment effectiveness: a qualitative study. European Journal of Management Studies, 25 (1), 23-44.
• Ruhle, S. A., Breitsohl, H., Aboagye, E., Baba, V., Biron, C., Correia Leal, C., Dietz, C., Ferreira, A. I., Gerich, J., Johns, G., Karanika-Murray, M., Lohaus, D., Løkke, A., Lopes, Sara L., Martinez, Luis F., Miraglia, M., Muschalla, B., Poethke, U., Sarwat, N., Schade, H., Steidelmüller, C., Vinberg, S., Whysall, Z., Yang, T. (2020). “To work, or not to work, that is the question” Recent trends and avenues for research on presenteeism. European Journal Of Work And Organizational Psychology, 29 (3), 344-363.
• Santos, Flavio Andrew Do Nascimento, Vavdinos, Nikolaos, Martinez, Luis F. (2020). Avances y perspectivas para la investigación del turismo del vino en Portugal. Pasos : Revista De Turismo Y Patrimonio Cultural, 18 (1), 159-170.
• Santos, Flavio Andrew Do Nascimento, Vavdinos, Nikolaos, Martinez, Luis F. (2020). Progress and prospects for research of Wine Tourism in Portugal. Pasos : Revista De Turismo Y Patrimonio Cultural, 18 (1), 159-170.
• Tarţa, Corina P., Plăiaş, Ioan, Martinez, Luis F., Martinez, Luisa M. (2020). The role of car aesthetics on consumers' decisions: an example from Romania. Scientific Annals of Economics and Business, 67 (1), 33-43.
• Cardoso, Sofia, Martinez, Luis F. (2019). Online payments strategy: how third-party internet seals of approval and payment provider reputation influence the Millennials’ online transactions. Electronic Commerce Research, 19 (1), 189-209.
• Ferreira, Aristides I., Mach, Merce, Martinez, Luis F., Brewster, Chris, Dagher, Grace, Perez-Nebra, Amalia, Lisovskaya, Antonina (2019). Working sick and out of sorts: A cross-cultural approach on presenteeism climate, organizational justice and work–family conflict^*. International Journal Of Human Resource Management, 30 (19), 2754-2776.
• Hurter, Raphaela C., Martinez, Luis F. (2019). Cross-national differences in eWOM engagement: social capital, trust and tie strength in a sample of German and Portuguese Millennials. Ciências e Políticas Públicas , 5 (2), 55-80.
• Bento, Marisa, Martinez, Luisa M., Martinez, Luis F. (2018). Brand engagement and search for brands on social media: comparing generations X and Y in Portugal. Journal of Retailing and Consumer Services, 43, 234-241.
• Dickenbrok, Corinna, Martinez, Luis F. (2018). Communicating green fashion across different cultures and geographical regions. International Review on Public and Nonprofit Marketing, 15 (2), 127-141.
• Mach, Merce, Ferreira, Aristides I., Martinez, Luis F., Lisowskaia, Antonina, Dagher, Grace K., Perez-Nebra, Amalia R. (2018). Working conditions in hospitals revisited: A moderated-mediated model of job context and presenteeism. PLoS ONE, 13 (10).
• Wiederhold, Marie, Martinez, Luis F. (2018). Ethical consumer behaviour in Germany: the attitude-behaviour gap in the green apparel industry. International Journal of Consumer Studies, 42 (4), 419-429.
• Ferreira, Aristides I., Martinez, Luis F., Lamelas, José Pereira, Rodrigues, Rosa I. (2017). Mediation of job embeddedness and satisfaction in the relationship between task characteristics and turnover: A multilevel study in Portuguese hotels. International Journal of Contemporary Hospitality Management, 29 (1), 248-267.
• Ferreira, Aristides I., Martinez, Luis F., Rodrigues, Rosa I., Ilhéu, Carla (2017). The impact of human resources practices on consumers’ investment intentions: a study in the financial sector. Employee Relations, 39 (4), 475-486.
• Martinez, Luis F. (2017). Online and offline: Uma reflexão sobre as tendências de consumo. Psychology Now - Revista Psicologia na Actualidade, 34 (Jan - Fev), 53-62.
• Neto, Mariana , Ferreira, Aristides I., Martinez, Luis F., Ferreira, Paula C. (2017). Workplace bullying and presenteeism: The path through emotional exhaustion and psychological wellbeing. Annals of Work Exposures and Health, 61 (5), 528-538.
• Papé, Luisa, Martinez, Luis F. (2017). Past and future regret and missed opportunities: An experimental approach on separate evaluation and different time frames. Psicologia: Reflexão e Crítica, 30 (1).
• Sacavém, António, Martinez, Luis F., da Cunha, João Vieira, Abreu, Ana Maria, Johnson, Stefanie K. (2017). Charismatic leadership: A study on delivery styles, mood, and performance. Journal of Leadership Studies, 11 (3), 21-38.
• Martinez, Luis F., Ferreira, Aristides I., Can, Amina B. (2016). Consultant-client relationship and knowledge transfer in small-and medium-sized enterprises change processes. Psychological Reports, 118 (2), 608-625.
• Martinez, Luis F., Jaeger, Dorothea S. (2016). Ethical decision making in counterfeit purchase situations: The influence of moral awareness and moral emotions on moral judgment and purchase intentions. Journal of Consumer Marketing, 33 (3), 213-223.
• Zhou, Qin, Martinez, Luis F., Ferreira, Aristides I., Rodrigues, Piedade (2016). Supervisor support, role ambiguity and productivity associated with presenteeism: a longitudinal study. Journal of Business Research, 69 (9), 3380-3387.
• Ferreira, Aristides I., Martinez, Luis F., Cooper, Cary, Gui, Diana M. (2015). LMX as a negative predictor of presenteeism climate: a cross-cultural study in the financial and health sectors. Journal of Organizational Effectiveness, 2 (3), 282-302.
• Martinez, Luis F., Zeelenberg, Marcel (2015). Trust me (or not) regret and disappointment in experimental economic games. Decision, 2 (2), 118-126.
• Rito, Catarina, Martinez, Luis F., Rego, Paulo J. R., Pereira Lopes, Miguel (2015). Um estudo sobre a gestão de talento em empresas de tecnologias de informação e comunicação. Ciências e Políticas Públicas , 1 (1), 135-173.
• Tarta, Corina P., Plăiaş, Ioan, Martinez, Luis F. (2015). Conceptualization of an aesthetic model for the automotive industry. Revista Română de Marketing, 10 (4), 25-38.
• Martinez, Luis F, Kwiatkowski, Lukasz (2014). The use of heuristics in consumer and investment settings: An application for memory-based and stimulus-based decisions. International Journal of Marketing and Financial Management, 2 (9), 21-32.
• Campos, Isabel S., Almeida, Leandro S., Ferreira, Aristides I., Martinez, Luís F., Ramalho, Gloria (2013). Cognitive processes and math performance: A study with children at third grade of basic education. European Journal Of Psychology Of Education, 28 (2), 421-436.
• Campos, Isabel S., Almeida, Leandro S., Ferreira, Aristides I., Martinez, Luís F. (2013). Working memory as separable subsystems: A study with Portuguese primary school children. The Spanish Journal of Psychology, 16 (E14).
• Ferreira, Aristides I., Martinez, Luis F. (2012). Presenteeism and burnout among teachers in public and private Portuguese elementary schools. International Journal Of Human Resource Management, 23 (20), 4380-4390.
• Martinez, Luis F., Ferreira, Aristides I. (2012). Sick at work: Presenteeism among nurses in a Portuguese public hospital. Stress and Health, 28 (4), 297-304.
• Martinez, Luis F., Zeelenberg, Marcel, Rijsman, John B. (2011). Behavioural consequences of regret and disappointment in social bargaining games. Cognition and Emotion, 25 (2), 351-359.
• Martinez, Luis F., Zeelenberg, Marcel, Rijsman, John B. (2011). Regret, disappointment and the endowment effect. Journal Of Economic Psychology, 32 (6), 962-968.

• Martínez-López, Francisco J., Martinez, Luis F., Brüggemann, Philipp (2024). Advances in digital marketing and ecommerce: Fifth international conference. Springer.
• Ferreira, Aristides Isidoro, Martinez, Luis F. (2023). Manual de diagnóstico e mudança organizacional. 2 ed. RH Editores.
• Ferreira, Aristides I., Martinez, Luis F., Mach, Merce, Miraglia, Mariella (2022). Presenteeism in the aftermath of COVID-19: new trends and contributions regarding sickness presence at work. Frontiers Media.
• Martínez-López, Francisco J., Martinez, Luis F. (2022). Advances in digital marketing and eCommerce. Springer, Cham.
• Ferreira, Aristides I., Martinez, Luís F., Nunes, Francisco Guilherme, Duarte, Henrique (2015). Gestão de recursos humanos para gestores. Editora RH.
• Martinez, Luis F., Ferreira, Aristides I., Pereira Lopes, Miguel (2013). Gerir pessoas: 14 exemplos de boas práticas em Portugal. Sílabo.
• Martinez, Luis F., Ferreira, Artistides Isidoro (2010). Análise de dados com SPSS: primeiros passos. 3 ed. Escolar Editora.
• Martinez, Luis F., Ferreira, Aristides Isidoro (2008). Manual de diagnóstico e mudança organizacional. RH Editores.
• Martinez, Luis F. (2005). Estatística I: Textos de apoio. Universidade Lusíada Editora.
• Martinez, Luis F. (2005). Estatística II: Textos de apoio. Universidade Lusíada Editora.
• Martinez, Luis F. (2005). Informática e análise de dados: Textos de apoio. Universidade Lusíada Editora.
• Brinca, Pedro, Costa Filho, João Ricardo, Martinez, Luis F. (2025). The economics of price personalization: Theory and evidence. The Cambridge Handbook of Algorithmic Price Personalization and the Law. Esposito, Fabrizio, Grochowski, Mateusz (Eds.), European Psychiatric Association | Cambridge University Press, 2. 50-64.
• Hoang, Duc, Dao, Hoang Minh, Martinez, Luis F. (2024). ‘Ditch the dull, embrace the fun’ Unleashing trust in health clinics through livestream emotional enhancers. Advances in digital marketing and ecommerce. : Fifth International Conference. Martínez-López, F. J., Martinez, L. F., Brüggemann, P. (Eds.), Springer, 179–185.
• Kotrba, Vojtěch, Menšík, Jakub, Martinez, Luis F. (2024). Is ESG an essential topic for companies operating primarily in the digital environment?. Advances in digital marketing and ecommerce. : Fifth International Conference. Martínez-López, F. J., Martinez, L. F., Brüggemann, P. (Eds.), Springer, 236-247.
• Ramos, Filipe R., Martinez, Luis F., Martinez, Luisa M. (2024). Trends and forecasts for sales and employment: An overview of the e-commerce sector. Advances in digital marketing and ecommerce. Martínez-López, F. J., Martinez, L. F., Brüggemann, P. (Eds.), Springer, 31–40.
• Schmidt, Anneka M. , Martinez, Luis F., Martinez, Luisa M. (2024). The rise of premium private label brands in grocery retailing: Qualitative insights from young german consumers. Advances in Digital Marketing and eCommerce. Martínez-López, F. J., Martinez, L. F., Brüggemann, P. (Eds.), Springer, 271–293.
• Sepac, Jessica , Martinez, Luis F., Martinez, Luisa M. (2024). The influence of online reviews and electronic word-of-mouth on purchase intention: A literature review and research agenda. Advances in digital marketing and ecommerce. Martínez-López, F. J., Martinez, L. F., Brüggemann, P. (Eds.), Springer, 75–99.
• Plötz, Susanne , Martinez, Luisa M., Martinez, Luis F., Ramos, Filipe R. (2023). The influence of TikTok videos on German gen Z consumers’ attitude and purchase intention towards sustainable brands. Advances in Digital Marketing and eCommerce. Martínez-López, F. J. (Eds.), Springer, 270–289.
• Asgari, Omid, Weise, Alexander, Dubard Barbosa, Saulo, Martinez, Luis F. (2022). The effect of electronic word-of-mouth (eWOM) on consumer ratings in the digital era. Advances in Digital Marketing and eCommerce. : Third International Conference, 2022. Martínez-López, Francisco J., Martinez, Luis F. (Eds.), Springer, Cham, 267-273.
• Hoang, Duc, Kousi, Sofia, Martinez, Luis F. (2022). Online customer engagement in the aftermath of COVID-19: Opportunities for the luxury industry. Advances in Digital Marketing and eCommerce. Martínez-López, Francisco J., Martinez, Luis F. (Eds.), Springer, Cham, 259-266.
• Martinez, Luis F., Ferreira, Aristides I., Nunes, Tânia A. M. (2018). Presenteeism and work–family/family–work conflict: A cross-cultural approach with two latin countries. Presenteeism at Work. Cooper, Carry L., Lu, Luo (Eds.), Cambridge University Press, 257-285.
• Martinez, Luis F. (2015). Breve introdução à gestão de recursos humanos. Gestão de Recursos Humanos para Gestores. Ferreira, Aristides Isidoro, Martinez, Luís Fructuoso, Nunes, Francisco Guilherme, Duarte, Henrique (Eds.), Editora RH, 29-36.
• Martinez, Luis F. (2012). Organizações aprendentes. Gestão de Recursos Humanos de A a Z. Neves, Augusto Lobato, Costa, Ricardo Fontes da (Eds.), RH Editores, 469-472.