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Darla Moore School of Business


Carlos Lourenço

Title: Assistant Professor
Department: Department of Marketing
Darla Moore School of Business
Phone: 803-777-3298
Office: Darla Moore School of Business, Room 470
Resources: Curriculum Vitae [pdf]


Carlos Lourenço is an assistant professor at the Darla Moore School of Business. Lourenço studied economics at Catholic University of Portugal in Lisbon and at Bocconi University in Italy. He received his Ph.D. in Marketing from Tilburg University in Netherlands. In his thesis, which won the EMAC McKinsey Marketing Dissertation Award 2011, Lourenço examined how consumers form price and quality perceptions of retail outlets and how these perceptions influence store choice and revenue on top of the effect of marketing instruments themselves. This work has been published in leading journals in the field such as the Journal of Marketing Research and the International Journal of Research in Marketing. Namely, Lourenço and his co-authors developed a promising new method to elicit and estimate consumers' risk preferences and that both scholars and marketers in financial firms can easily administer online. Prior to his appointment at USC, Lourenço was assistant professor at Erasmus University in Rotterdam, Netherlands, where he was also academic director of the Marketing Management M.Sc. program at the Rotterdam School of Management.


Carlos Lourenço's primary empirical research interest is in micro-econometrics, namely the development of individual choice models, applied to retailing and behavioral pricing, behavioral economics and consumer finance, and preferences for leisure and entertainment.


  • Ph.D. in Marketing, Tilburg University (2010)
  • M. Phil. in Marketing, Tilburg University (2005)
  • Postgraduate in Data Analysis, ISCTE-IUL, Lisbon (2003)
  • Licenciatura in Economics (5 year curriculum), Catholic University Lisbon & Bocconi Milan (2001)