Cayolla, Ricardo

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Ricardo Roseira Cayolla


Currently, Ricardo Roseira Cayolla is an Associate Professor at Portucalense University. Ricardo is the scientific coordinator of the Consumer Neuroscience Lab, from the investigation unit REMIT (research in economics, management and information technologies). His main research area is marketing/sport management focusing on consumer neuroscience, consumer brand relationships, and sustainability. Ph.D. in Marketing and Strategy, Ricardo Cayolla has also a course in Design Thinking for Business Innovation in ESADE. He is a Sports Specialist, presenting and advocating a thesis about his training system in tennis, applied for over twenty years. Beyond the academic field, former professional tennis player, Ricardo is also a tennis coach, writer, sports manager, and with a presence in the media. He owns a Tennis Academy and has written seven books. He’s also a commentator in Eurosport Portugal in tennis. Afiliação: REMIT | Consumer Neuroscience Research Lab

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REMIT – Research on Economics, Management and Information Technologies
Centro de investigação que que tem como objetivo principal produzir e disseminar conhecimento teórico e aplicado que possibilite uma maior compreensão das dinâmicas e tendências económicas, empresariais, territoriais e tecnológicas do mundo contemporâneo e dos seus efeitos socioeconómicos. O REMIT adota uma perspetiva multidisciplinar que integra vários domínios científicos: Economia e Gestão; Ciências e Tecnologia; Turismo, Património e Cultura. Founded in 2017, REMIT – Research on Economics, Management and Information Technologies is a research unit of Portucalense University. Based on a multidisciplinary and interdisciplinary perspective it aims at responding to social challenges through a holistic approach involving a wide range of scientific fields such as Economics, Management, Science, Technology, Tourism, Heritage and Culture. Grounded on the production of advanced scientific knowledge, REMIT has a special focus on its application to the resolution of real issues and challenges, having as strategic orientations: - the understanding of local, national and international environment; - the development of activities oriented to professional practice, namely in the business world.

Resultados da pesquisa

A mostrar 1 - 10 de 10
  • PublicaçãoAcesso Aberto
    A Era dos Super-Humanos
    2018 - Marques, Paula; Cayolla, Ricardo
    Vivemos a Era mais fascinante de toda a história da humanidade, que simultaneamente nos deslumbra e atemoriza. À nossa volta, tudo avança a uma velocidade vertiginosa e começamos a perceber que o futuro será bem diferente daquele que imaginámos quando éramos crianças. Como nos podemos preparar para trabalhar lado a lado com as máquinas? O que devemos fazer, numa altura em que as velhas fórmulas deixaram de funcionar e em que a única receita é não podermos acreditar em receitas?
  • PublicaçãoAcesso Aberto
    The role of Prefrontal Cortex in a Battle of the Sexes Dilemma involving a Conflict between Tribal and Romantic love
    2018 - Duarte, Isabel C.; Brito-Costa, Sónia; Castelo-Branco, Miguel; Cayolla, Ricardo
    The neural basis of dilemmas involving decisions with profound affective impact, such as in romantic life, remains to be understood. The “Battle of the Sexes” is a paradigm from Game Theory that can be used to experimentally address such dilemmas. A form of in-group love, tribal love in football fans, provides the opportunity to study strong affective dilemmas when tribal and romantic love compete for hedonic decision-making. Here, we used for the first time a “Battle of the Sexes” dilemma using fMRI. We investigated, in 44 male football fans, the neural correlates of cooperative behaviour under conflicting choices in the context of romantic versus tribal love. We identified a critical functional segregation of prefrontal regions in affective decision-making. The orbitofrontal cortex signalled emotional appraisal of the dilemma. The medial anterolateral and the ventromedial prefrontal cortices reflected reciprocal cooperation instead of selfish engagement in football-related activities. The lateral portion of anterolateral prefrontal cortex was recruited during ultimate deliberation. In sum, emotional appraisal and rational choice reflected a contiguous functional parcellation in anterolateral prefrontal cortex: appraisal (medial) vs. choice (lateral region).
  • PublicaçãoAcesso Aberto
    Fans club brand relationship: Football passion
    2014 - Loureiro, Sandra; Cayolla, Ricardo
    Football fans are consumers with a special behaviour with their football club brand. Football is the most popular sport in the world. Demographically, organisations worldwide are becoming increasingly homogeneous. The main aim of this study is to explore why football fans are willing to do some kind of sacrifices in order to continue their relationship with their preferred club brand. Therefore, 97 telephone interviews (from a list of 123 potential respondents) were conducted with entrepreneurs, managers, students, lawyers, retired, employees (public and private), professors, athletes, coach. Participants were contacted in accordance with the procedures of snowball sampling type starting with finding the perpetrators of personal contacts that fit the profile request for the study: the main criterion of the integral elements of this first study is to be people who really like football, people who have the willingness to make sacrifices for the sake of their relationship with the football club brand and team. The findings of the first study reveal four major facets: passion/soul, be different, leave all behind, personal risk. The study contributes to knowledge in marketing field, as well as provides insights to brand managers.
  • PublicaçãoAcesso Aberto
    2015 - Cayolla, Ricardo
    In 2007 I presented my fourth book on tennis - the others were published in 2001, 2002 and 2004. After publishing the last I felt empty. Eight years have passed before now presenting the fifth. Over these years I experienced a wide range of situations, both in tennis and out of it, in several domais and from diferent perspectives. The book does not aim to be more than it appears to be: a flip book with simple and concise presentation of facts I consider important in the world of tennis, at both the highest level and in the amateur sphere. The reader has the chance to have "two books in one". Firstly, the tennis strokes considered classic; and secondly, modern strokes. Controversy aside, the evolution of tennis strokes depends greatly on the material and the practice component.
  • PublicaçãoAcesso Aberto
    Consumer brand relationships
    2016 - Fetscherin, Marc; Guzmán, Francisco; Veloutsou, Cleopatra; Cayolla, Ricardo
    Welcome to Vol 25, Issue 6 of the Journal ofProduct and Brand Management. This issue has in total eight contributions. Continuing the 25th year celebration of the journal, this issue starts with a contribution from Don Schultz, member of the journal’s Senior Advisory Board, and the rest of the papers stem from the call for papers for the special issue on consumer brand relationships. The 19 authors who have authored the papers in this issue are based in universities from eight different countries.
  • PublicaçãoAcesso Aberto
    Latest research on brand relationships: introduction to the special issue
    2019 - Fetscherin, Marc; Guzmán, Francisco; Veloutsou, Cleopatra; Cayolla, Ricardo
    Purpose – This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships. Design/methodology/approach – This paper is an editorial based mainly on a literature review on consumer–brand relationships. It uses the sentiment range and passion intensity to position various brand relationship constructs. This work follows the same bibliometric-analysis approach used by Fetscherin and Heinrich (2014) and looked for publications in the Web of Science on brand relationships, with reference to Fournier’s (1998) seminal work and data collected for the period between January 2010 and November 2018. Findings – First, this work presents the key consumer–brand relationship terms and positions the work on brand love, brand like, brand hate, brand dislike and brand indifference. In addition, the bibliometric analysis offers a number of insights into the current state of the academic research in the area of consumer–brand relationships, including a clear indication that the research on consumer–brand relationships is increasing. Originality/value – This work and the whole special issue together help in the understanding of brands as relationship builders, clearly explaining the continuum from strong positive or negative relationships with brands to no relationship with brands and the current state of research in the area.
  • PublicaçãoAcesso Aberto
    Consumption, anti-consumption, and consumption communities: The football clubs and its fans
    2014 - Loureiro, Sandra; Pires, A. R.; Cayolla, Ricardo
    Broadly, consumerism can be considered as a set of beliefs and values integrated into, but not exclusive to, the global market system, intended to make people believe that happiness is best achieved through pos- sessions. In literature there are several other definitions of consumerism, consumption, anti-consumption and consumption communities. Therefore, the purpose of this chapter is to (i) present an overview of the research concepts, models and main theories of this topic, based on a systematic literature review and using the following databases to search information: Elsevier, Emerald, Science Direct, EBSCO, Springer, and ISI web knowledge; (ii) formulate a framework of consumption waves and anti-consumption motivations and types (iii) discuss consumption and anti-consumerism in football (soccer) context. The current study also carried out semi-structured interviews with 15 football fans with an average dura- tion of 60 minutes each. Findings revealed four main types of anti-consumption: Global impact consum- ers or anti-consumption society; Selective consumption or anti-loyalists market activists; Conservative or Simplifiers; and Rejection of brand hegemony. Football fans are avid consumers of many products, such as information, knowledge, travels, tickets to matches, and diverse merchandizing from brands that sponsor the team and the club. Nevertheless, they are also selective consumers, rejecting everything connected to the rival clubs. Finally, the chapter provides insights for further research and managerial implications. In this vein, this chapter contributes to the existing literature giving insights for a better understanding of football clubs and fans as consumers and anti-consumers.
  • PublicaçãoAcesso Aberto
    Neural aspects of brand love
    2016-05 - Fetscherin, Marc; Duarte, Isabel C.; Castelo-Branco, Miguel; Cayolla, Ricardo
    Brand love has been identified as a key driver for behavioral outcomes such as brand loyalty, positive WOM or price premium. While we know a great deal about the psychological aspects of brand love, we know very little about the neural ones. The purpose of this paper is to explore this. We used a 3 (positive, negative, neutral video stimuli) x 2 (strong vs. weak brand) experimental design. To assess the neural aspects, 53 participants underwent fMRI scans while watching short video clips and rated them on a 7-point bipolar scale (-3 = very negative; +3 = very positive). Our results suggest a ‘negativity bias paradox’ in contradiction findings from psychology literature (based on attitudinal data) that negative events exert greater impact on consumer behavior than positive ones. We also find evidence for a ‘strong brand paradox’ with fans of the weaker brand showing greater neural activities than fans of the stronger brand which contradicts findings from consumer behavior research.
  • PublicaçãoAcesso Aberto
    Consequences of Being Deeply in Love: the Fan-football Club Relationship
    2013-12 - Loureiro, Sandra; Cayolla, Ricardo
    The aim of this research is to explore the consequences of being in love and committed to a football (soccer) club and a team for the fans. Data was collected through 28 in-depth interviews. In the qualitative data collection for this work first we realize 97 telephone interviews and then we made 28 in-depth interviews. In this paper we present the findings of the 28 in-depth interviews concerning the consequences of being deeply in love with the football club. Respondents were between 22 and 70 years of age and engaged in a range of different jobs and functions. The interviews were recorded and transcribed and the NVIVO software was employed to help in content data analysis. The findings reveal six major themes: personal, financial, family, life planning, job and friends.
  • PublicaçãoAcesso Aberto
    Tribal love: The neural correlates of passionate engagement in football fans
    2017 - Duarte, Isabel C.; Afonso, Sónia; Jorge, Helena; Ferreira, Carlos; Castelo-Branco, Miguel; Cayolla, Ricardo
    The tribal character of the affective link between football fans and their teams is a well-recognized phenomenon. Other forms of love such as romantic or maternal attachment have previously been studied from a neuroimaging point of view. Here we aimed to investigate the neural basis of this tribal form of love, which implies both the feeling of belongingness and rivalry against opposing teams. A pool of 56 participants was submitted to an fMRI experimental design involving the presentation of winning and losing football moments of their loved, rival or neutral teams. We found recruitment of amygdala and reward regions, including the ventral tegmental area (VTA) and substantia nigra (SN), as well as other limbic regions involved in emotional cognition, for ‘positive vs neutral’ and ‘positive vs negative’ conditions. The latter contrast was correlated with neuropsychological scores of fanaticism in the amygdala and regions within the reward system, as the VTA and SN. The observation of increased response patterns in critical components of the reward system, in particular for positive content related to the loved team, suggests that this kind of non-romantic love reflects a specific arousal and motivational state, which is biased for emotional learning of positive outcomes.