My research topic is about advergames, consumer behaviour, cross-cultural studies, pervasive games, mobile devices, HCI and persuasive technologies. I’m investigating how to create an advergame that will influence and embed cross-cultural consumer behaviour, making a comparison between UK and Brazil. In essence, I will be developing a cultural framework to understand people’s attitudes and behaviour toward the game and the message behind it. For that I’m planning to build advergames to implement in both UK and Brazil.
In essence, my PhD involves the main areas from my background: Design and Marketing. I’m originally from the Design field and I have worked in lots of companies in Brazil as a designer. Also, I used to teach in Brazil, for undergraduates in both disciplines (Design and Digital Marketing). For this reason, my previous experiences helped me to conduct this study till now.