Carlos Eduardo Caldas de Souza

My research primarily focuses on understanding how gender norms shape people's attitudes and decision-making. As part of this work stream, I investigate how people's misperceptions of norms affect different aspects of their lives. In another work stream, I focus on how conservatives and liberals differ in their gender ideals and how this affects their consumption patterns. My research draws on insights from psychology, sociology, economics, and the academic marketing discipline itself. Most of my work is experimental. In previous assignments, I have been involved in the innovation ecosystem in Norway, helping start-ups & scale-ups with cutting-edge technology to grow their presence in the domestic market and abroad. I also have extensive experience planning and driving strategic projects in the media industry in Brazil. I worked as a reporter for some of Brazil's largest media outlets, providing content on macroeconomics, technology and entrepreneurship.