Susana Costa e Silva, Professor at Católica Porto Business School, has been listed among the most read authors in the international scientific journal Psychology & Marketing, one of the leading publications in the field of business and management. 

The article “How gamifying AI shapes customer motivation, engagement, and purchase behaviour”, co-authored by her, was ranked among the top 10% most viewed in 2023, underlining the relevance and impact of the research undertaken. 

The study examines how companies have been “gamifying” conversational artificial intelligence agents, such as chatbots, to enhance purchasing outcomes. Through two experimental studies, it explores the ways in which consumers engage with this type of technology across cognitive, emotional and behavioural dimensions. 

This work has already led to the publication of a Policy Brief by CEGE – Research Centre in Management and Economics, entitled “Revolutionising Customer Engagement via Gamified Chatbots: A Paradigm Shift”. The document explores utilitarian and hedonic motivations in engaging with chatbots and sets out strategic implications for managers, at a time when many consumers still show reluctance to use them for purchases. 

This recognition highlights Susana Costa e Silva’s contribution to advancing knowledge at the intersection of technology, marketing and consumer behaviour, further consolidating Católica Porto Business School’s impact on the international research landscape in management.