Yan Vieites

I am an Assistant Professor of Marketing at FGV-EBAPE, Rio de Janeiro, Brazil. I earned my Ph.D. in Business Administration (Behavioral and Decision Sciences) from FGV-EBAPE with a visiting appointment at the Rotman School of Management, University of Toronto. I also hold an M.Sc. in Business Administration from FGV-EBAPE and a B.Sc. in Economics from Rio de Janeiro State University.

My primary research area is consumer psychology. Within this broad field, I investigate how social hierarchies and economic inequality shape consumer judgement and decision-making. My ongoing projects cover a broad range of topics such as charitable donations, financial decisions, and food-related choices.

Most of my work relies on field studies with economically contrasting samples in an effort to understand how contexts marked by scarcity and abundance differentially guide behavior, and how to help vulnerable populations make better decisions.