Rodrigo S. Dias

Rodrigo S. Dias

PhD Candidate

Duke University


I am a PhD candidate in marketing at the Fuqua School of Business at Duke University. I study questions at the intersection of marketing, monetary resources, and consumption. Within this umbrella, my research falls into two streams. In the first, I examine how monetary resources drive consumers’ judgments, decisions, and behaviors along their decision journey. In the second, I examine consumers’ inferences about monetary resources, and how these inferences subsequently shape their decision making and behavior. My findings inform various theoretical and substantive topics relevant to marketing theory and practice, such as financial constraints, planning, opportunity costs, spending, saving, subjective wealth, and consumer well-being. My work has appeared in several marketing journals such as the Journal of Consumer Research and the Journal of Consumer Psychology.

I am on the 2023-2024 marketing job market.

Download my CV.

  • Consumer Behavior
  • Monetary Resources
  • Consumer Finances
  • Research Methods
  • PhD in Behavioral Marketing, 2024 (expected)

    Duke University

  • MSc in Behavioral Sciences, 2017

    Fundacao Getulio Vargas (EBAPE)

  • BSc in Business Administration, 2015

    Fundacao Getulio Vargas (EBAPE)

Awards and Honors

2023 AMA CBSig Rising Star Award
2023 AMA DocSig Mathew Joseph Emerging Scholar Award
2023 SCP Conference Best Competitive Paper Finalist
2022 AMA Sheth Doctoral Consortium Fellow
2016 CNPQ MSc scholarship
2011 FGV Undergraduate scholarship

Selected Working Papers

Rodrigo S. Dias, Eesha Sharma, and Gavan J. Fitzsimons. “Quality-Quantity Tradeoffs in Consumption”, Revise & Resubmit, Journal of Consumer Research.

Rodrigo S. Dias, Eesha Sharma, and Gavan J. Fitzsimons. “Consumer Wealth and Price Expectations”, Under Review, Journal of Consumer Research.