Wilson Bastos

Catholic University of Portugal

Wilson Bastos is Assistant Professor of Marketing at Catholic University of Portugal. His research focuses on consumer happiness. His investigations in the realm of happiness involve concepts such as purchase types (material vs. experiential purchases), verbal sharing, storytelling value of purchases, and social connection. He has studied, for example, 1) how the higher storytelling value of experiential (vs. material) purchases explains those purchases' superiority in advancing consumer happiness, and 2) how verbal sharing impacts the happiness of the recipient of the message (i.e., the listener).

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