He holds a degree in Agronomy Engineering from the Federal University of Lavras (1989), a Master's degree in Business Administration (FGV) from EAESP (1997), with an exchange from Wirtschaftsuniversität Wien (Austria) and a doctorate in Business Administration from FGV-EAESP (2003), with sandwich scholarship (CAPES) at the Marshall School of Business, University of Southern California (USA). He is an adjunct professor at FGV EAESP. He was a research fellow at the United Nations Conference on Trade and Development (UNCTAD, Switzerland). His research interests are: cognition and emotion in consumer behavior and pricing. He was a leader in the Marketing Strategies line of FGV EAESP's master's/doctoral program between 2014 and 2017, and is currently head of the Marketing Department of FGV EAESP.