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 26
  • PublicaçãoAcesso Restrito
    Marketing and smart technologies: Proceedings of ICMarkTech 2021
    2022-03-15 - Reis, José Luís; Peter, Marc K.; Bogdanivic, Zorica; Cayolla, Ricardo
    This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, Tenerife, Spain, during December 2–4, 2021. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
  • PublicaçãoAcesso Aberto
    Ventral Caudate and Anterior Insula Recruitment During the Value Estimation of Passionate Rewarding Cues
    2020-07 - Duarte, Isabel C.; Coelho, Gonçalo; Costa, Sonia B.; Afonso, Sónia; Castelo-Branco, Miguel; Cayolla, Ricardo
    “Wanting”, a component of reward processing, is a motivational property that guides decision making in goal-oriented behavior. This includes behavior aiming at supporting relational bonds, even at the group level. Accordingly, group belongingness works as this motivational property, which is fundamentally different from romantic or maternal love. While primary rewards (or learned associations, such as money) have been largely used to study the conceptual framework associated with “wanting,” other cues triggering behavior, such as passionate motives, are less well-studied. We investigated the neural correlates of value estimation of a passion-driven incentive in neuropsychologically defined football fans. We asked the participants (n = 57) to compute the value of football tickets (the cues that trigger passionate behavior in this “tribal love” context). The trials were all different, comprising tickets for different matches. The participants had no restrictions on the amount to be introduced. This enabled a parametric functional magnetic resonance imaging design based on the explicit estimated value given by the participants in a trial-by-trial approach. Using a whole-brain approach (to prevent biased focus on value-related regions), only the activity in the ventral caudate and left anterior insula showed a critical relationship with the reported value. Higher normalized values led to more activity in the striatum and left insula. The parametric map shows that these regions encode the magnitude of incentive by indexing self-relevant value. Other regions were involved in value computation, such as the ventromedial prefrontal cortex, lateral orbitofrontal cortex, and dorsolateral prefrontal cortex, but did not exhibit parametric patterns. The involvement of the nucleus accumbens in value estimation was only found in region of interest -based analysis, which emphasizes the role of the ventral caudate for the presently studied social “reinforcer” cue.
  • PublicaçãoAcesso Aberto
    Marketing e Tecnologias
    2020-09 - Reis, José Luís; Peter, Marc K.; Loureiro, Sandra; Bogdanović, Zorica; Vitor, José Avelino; Cayolla, Ricardo
    Este número especial da RISTI é composto pelos trabalhos escritos em espanhol e em português aceites para apresentação e discussão na Conferência Internacional de Marketing e Tecnologias de 2020 (ICMarkTech’20), que contou com o apoio do ISCTE - Instituto Universitário de Lisboa e da AISTI (Associação Ibérica de Sistemas e Tecnologias de Informação) e que se realizou em Lisboa, Portugal, de 8 a 10 de outubro de 2020.
  • PublicaçãoAcesso Aberto
    Co-creating the pitch: An exploration of the role of traditions on co-creation in European soccer
    2024-01-03 - Hungenberg, Eric; Slavich, Mark; Cayolla, Ricardo
    As the sport of soccer continues to grow throughout the world – and particularly into North America – the current study assessed the causal effect fans’ sensory traditions have on co-creation. Data were collected by intercepting Portugese and Spanish soccer attendees outside of the stadium prior to the match’s start. A total of 282 useable surveys were retrieved from fans during the 2022-23 seasons. Path modeling results indicate that traditions relating to aesthetics, sound, and beverage provided the greatest means to co-create experiences for attendees. The study’s results align with previous research within retail and sport exhibiting the positive impact of the sensory experience on social, psychological, and behavioral outcomes (Clark et al., 2012; Hungenberg et al., 2020). Furthermore, the findings provide support that sensory experiences wielding heightened levels of co-creation for fans contribute positively to merchandise spending and arrival time. This is meaningful as sport organizations continue to seek marketing strategies that will overcome the widespread media platforms that have made consuming sport remotely so accessible.
  • PublicaçãoAcesso Restrito
    Fans' perceptions of pro-environmental sustainability initiatives in sport and triple bottom line benefits
    2023-01-24 - Escadas, Marco; Biscaia, Rui; Kellison, Timothy; Santos, Teresa; Cayolla, Ricardo; Quintela, Joana
    The purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects on a triple bottom line (TBL) approach (i.e. fans' socially, environmentally and economically favourable behaviours).
  • PublicaçãoAcesso Aberto
    Intra-observer reproducibility and inter-observer agreement of Fels skeletal age assessments among male tennis players 8-16 years
    2023-04-26 - Sousa-e-Silva, Paulo; Coelho-e-Silva, Manuel J.; Celis-Moreno, Jorge M.; Costa, Daniela C.; Martinho, Diogo V.; Ribeiro, Luís P.; Oliveira, Tomas; Gonçalves-Santos, João; Tavares, Oscar M.; Castanheira, Joaquim M.; Pereira, Telmo; Conde, Jorge; Duarte-Mendes, Pedro; Myburgh, Gillian K.; Cumming, Sean P.; Malina, Robert M.; Cayolla, Ricardo
    Skeletal age (SA) is an estimate of biological maturity status that is commonly used in sport-related medical examinations. This study considered intra-observer reproducibility and inter-observer agreement of SA assessments among male tennis players.
  • PublicaçãoAcesso Aberto
    Neural correlates of fanhood: The role of fan identity and team brand strength
    2024-01-08 - Biscaia, Rui; Baumeister, Roy F.; Chan, Hang-Yee; Duarte, Isabel C.; Castelo-Branco, Miguel; Cayolla, Ricardo
    Introduction: We analyzed the importance of fan identity and brand strength on fans’ neural reactions to different team-related stimuli. Methods: A total of 53 fMRI scans with fans of two professional sport teams were conducted. Following up on a previous study we focused on the differences between fandom levels as well as the contrast between two team “brand” strength. Neural responses were compared among individuals based on their levels of fan identity. In sum, group comparisons between relatively high and lower identity and between weak and strong teams were made based on the notion that the latter reflects team brand strength (strong brand and weak brand). Results: Findings indicate that brain activity in emotion regulation, memory, and cognitive control circuits is influenced by the relative level of fan identity. Discussion: Higher-level identified fans showed increased reactivity to positive stimuli and the under-recruitment of their cognitive appraisal circuits, suggesting more vulnerability to marketers’ messages. The strength of the team brand activates different neural mechanisms. Interestingly, the posterior cingulate showed larger recruitment both for weaker brands and lower fan identification, suggesting that visual memory processes are more active in these cases. Neurally processed content depends on the relative brand’s strength, highlighting the importance of brand-focused communications.
  • PublicaçãoAcesso Aberto
    "If you don’t know me by now": The importance of sustainability initiative awareness for stakeholders of professional sports organizations
    2022-04-19 - Santos, Teresa; Cayolla, Ricardo; Quintela, Joana
    This study explores the importance of sustainable initiatives (SI) in sport for the stakeholders of a professional sports organization (PSO) after three months of absence of the public at the stadiums due to the pandemic situation. Two topics—diversity and inclusion (DIVIN) and the attraction and retention of human capital (ARHC)—were considered and analyzed. A third factor—the distance of residence of the members and the PSO—was considered as an element of the possible relationship between the awareness of the SI and the assessment of the topics in question. A total of 5694 PSO members took an online survey. Through the description of the data, the results show that being aware of the SI performed is a crucial factor for the success of the SI. Distance positively influences SI awareness. The topics considered are rated most positively by members with awareness of the SI, with a higher rating for the topic with the highest external visibility.
  • PublicaçãoAcesso Restrito
    The Portuguese Football Federation's New Paradigm During COVID-19
    2021-07 - Coelho e Silva, Manuel; Seabra, André; Cayolla, Ricardo
    Sport is probably the main form of physical activity. Football (i.e., soccer) is often mentioned as the most popular sport. Not surprisingly, the Portuguese Football Federation (FPF) consistently registers the largest number of participants among 60 sport federations that are recognized by the Portuguese Government. To enhance quality, FPF created the Portugal Football School (PFS) aimed to promote education and applied research in parallel to knowledge transfer. The targets are players, managers, clinical professionals, nutritionists, and media. Until the emergence of the current pandemic, COVID-19, the educational model followed the traditional classroom setting for teaching and learning. This chapter's focus will be only on the PFS Education area and presenting results related to the PFS courses and participants in the pre-COVID-19 period and during COVID-19 pandemic time.
  • PublicaçãoAcesso Aberto
    Sustainable Initiatives in Sports Organizations: Analysis of a Group of Stakeholders in Pandemic Times
    2021-08-14 - Santos, Teresa; Cayolla, Ricardo; Quintela, Joana
    This study explores the importance of environmentally sustainable initiatives in sport (ESIS) for stakeholders in pandemic times. Three topics—climate changes and energy consumption, environmental impact of sports events, and health and well-being—were considered and analysed under three sustainability forms: organisational, community, and individual. A total of 5917 stake- holders (sponsors, employees, and members) of a sports organization realised one online survey. The data gathering process occurred during pandemic times, when every kind of collective sport event was suspended to the general public. The descriptive analysis of the results is provided, and the findings reveal that health and well-being is the most valorised topic by members and employees, in a sustainable individual form. On the other hand, sponsors manifest their interest mainly in a sustainability organisational and community forms.