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Manuscript type: Research paperResearch aims: This study aims to shed light on the factors that facilitate online purchase of perfume. It specifically: 1) explores the antecedents of online purchase behaviour in the case of experience goods; 2) analyses the motivations, perceived benefits and perceived risks associated with online purchase of perfume; and 3) identifiesperfume e-shoppers’ profiles.Design/Methodology/Approach: A qualitative research approach involving interviewing 27 perfume e-shoppers from Brazil, Iran and Portugal was adopted.Research findings: The findings of this study reveal that there are three types of perfume e-shoppers: 1) experienced e-shoppers, 2) bargain e-seekers, and 3) expert e-shoppers. Competitive prices, enjoyable online experiences and greater varieties of perfumes are among the perceived benefits that motivate the online shoppers. The inability to test the perfumes, particularly those that are never tried before, appears to be the major drawback.Theoretical contribution/Originality: This study provides interesting cues on a topic that has so far been disregarded by the literature despite its growing importance as a business sector—online purchaseof perfumes. It offers the categorisation of three e-shopper profiles, based on consumers’ narratives, and highlighted the importance of further addressing the dynamic nature of consumer behaviours,particularly in the online context.Practitioner/Policy implications: The findings show that the main trigger of buying perfume online is the price discounts, which is particularly important to less experienced Web shoppers. This indicates that experience goods such as perfume should, at the initial stage, be sold in stores that offer an assortment of products. Online perfumestores should consider alternatives to provide perfume testing.Research limitation/Implications: Purposive sampling does not allow results’ generalisation; hence future research is needed to further validate the findings. Keywords: E-shoppers’ Motivations, Experience Goods, Online Shopping, Perceived Benefits, Perceived Risks, PerfumeJEL Classification: M10, M30, M31

In a world where everything involves data, an application of it became essential to the decision-making process. The Case Method approach is necessary for Data Science education to expose students to real scenarios that challenge them to develop the appropriate skills to deal with practical problems by providing solutions for different activities. Data science combines multiple fields like statistics, scientific methods, and data analysis to extract value from data, being an umbrella term used for multiple industries, such as data analytics, data mining, machine learning, big data, business intelligence, and predictive analytics. This paper gives an overview of success factors for using the Case Method in teaching Applied Data Science education. Showing that close analysis provides a deeper understanding of implications, connects theory to practice, and classes unfold without a detailed script when successful instructors simultaneously manage content and process. This synthesis of current research can be used by Applied Data Science educators to more effectively plan the use of the Case Method as one possible teaching method.

The world is headed towards a new normal, while pandemic is continuing with new waves hitting nations. However, this storm will pass, but the choices we make now could change our lives for years to come. It is crucial to use new research perspectives bringing scientists and practitioners together to support decisions that would shape our future. This paper gives an example of consumer neuroscience and predictive analytics helping to go beyond rational verbatims to investigate real deep nonconscious convictions that people may not even be fully aware of and which cannot be covered by traditional opinion surveys. For example, public confidence in the healthcare system is related to pro-social behaviour and compliance with non-pharmaceutical interventions during a crisis. The success in controlling pandemics depends on behaviour, and health officials need to persuade the population to make behaviour changes to ensure success. By providing comparative results from Portugal, this study highlights what changed in one year and what the population is not willing to admit by using the “COVID-19 Fever” project data collected and analysed with the iCode Smart Test in 2020 and 2021 and offers valuable data to support an effective communication strategy.

Information and Communication Technologies (ICTs) are powerful tools in an extremely unstable and turbulent world, being a vital weapon in an era of electronic communication, full of unpredictability and entropy. Portugal is Europe's leader in consumption of fish and ranks third in the world. It is with this historical, economic and food galaxy interpretation of the world that we have decided to study the fish consumption supply chain in Portugal, distributing and analyzing 2 different surveys on purchase and consumption behaviors. 1393 respondents participated in surveys, one survey being for the general of the population and another one specifically for generations Y and Z. Being ICTs so vital to young people and being generation Y and Z the future in consumption, we have focused our study on how to build a support for the coming generations. To do that we have design communication strategies for fishing sector, including point-of-sale communication, underlining the issue of shopping experience, which in the case of young consumers is, very closely linked to ICT, based on creating sustained value for society underpinned by a relation of cooperation and proximity. Following Toffler's permanent adaptation survival rule, it is vital to the food supply chain (in our case, fish) to rapidly understand that the future of consumption is in the hands of the "Z/Post-Millennials" generation, meaning that product, place, price and promotion have been replaced by Ettenson's Solutions, Access, Value and Education.

Literature has highlighted the challenges of selling experience (vs. search) products online. In addition, the role of celebrity endorsers in purchase intention and attitudes towards brands has been emphasized by scholars. This article argues that celebrities provide cues on products’ sensorial characteristics that have been so far disregarded by extant literature. By choosing perfume as a complex experience product, twenty-seven participants from three countries were interviewed in order to find how endorsers could assist e-shoppers to identify fragrant characteristics in the absence of the real scent. The results of the qualitative content analysis reveal that endorsers’ personality traits and lifestyle could act as predictor of the type of scent. Scent categorization based on such traits are presented. This article provides valuable contributions to both researchers and practitioners interested in online sales of experience goods. Limitations and avenues for future search are also provided.

The maritime supply chain is growing in complexity. Ports are at the crossroads of many activities, modes, and stakeholders, and are actively becoming digital hubs. Today, digital and physical connectivity go hand in hand. The port could benefit from taping the opportunities arising from digitalization and data integration since it helps to leverage external knowledge, engage stakeholders, create new decision-making anchors, lower the risk of certain investments, boost productivity and cut costs, and accelerate greening and digital transition, generating possibilities for just-in-time operations and optimizations. The chapter aims to apprehend the use of data science in the port sector. The state of the art in Brazil and Portugal are different. Even inside Brazil, there is no homogeneity of ports in the usage of digital infrastructure, cloud computing, or artificial intelligence. The existing inequalities hinder general cooperation between nations but, at the same time, reveal opportunities to approach specific nodes in the international supply chain.

This chapter identifies the critical issues that must be addressed to accelerate the digital transition in the chartering market. The maritime industry is one of the pillars of global trade, where change is a constant. Again, shipping is at the cusp of a new era—one driven by data. The authors review the state-of-the-art technology that is useful to automate chartering processes. · The Fourth Industrial Revolution (or Industry 4.0) starts to change the bulk shipping markets leveraging the data flow between industrial processes in the physical and virtual world. · The internet of things accelerates data flow from things in the real world to the virtual world and enables us to control processes in real-time. Machine-to-machine communication, together with artificial intelligence, creates autonomous systems in many areas of production and logistics. Based on the gathered elements, eShip's case study was analyzed, and future steps have been defined for the data analysis in the shipping industry.

The diverse challenges that are faced during the COVID-19 pandemic demand a range of responses and require an innovative approach. However, the key success factor in any pandemic policy relies on behavior. Declarations and actions do not always overlap, and thus, predicting future behavior solely on the basis of self-reported measures seem to be ineffective (Ohme et al. in Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior. IGI Global, Hershey, pp. 427–448, 2020). This paper intends to highlight what do Portuguese really feel about the pandemic by using the “COVID-19 Fever” project data collected and analyzed with the iCode Smart Test in Portugal. Thanks to Consumer Neuroscience and Advanced Analytics, a new perspective goes beyond rational verbatims to investigate real deep non-conscious convictions that people may not even be fully aware of, which cannot be covered by traditional opinion surveys. By providing evidence from Portugal during the lockdown, this study offers unique data to analyze the influence of culture on attitudes and valuable insights into both practitioners and researchers.

Consumption patterns have always been an important indicator of a generation's identity, but in a world where globalization tends to standardize everything and digital technology tends to accelerate the globalization process, some might predict that identities are dissolving faster than ever. This chapter aims to help understand how new Portuguese generations perceive fish products. Throughout this research, it became very evident that young consumers are very aware of the ultimate emergency of sustainability. This chapter uses the example of Docapesca's pioneer initiative to prove that it is worth investing in consumer education and that, when we adopt a generation focused approach to implement a national marketing campaign, it is possible to obtain valuable advances in consumption for a sustainable future.

Decoding the ever-evolving consumer behavior is one of the biggest challenges faced by marketers around the world. The future of consumer behavior research is put into question by the advances in data science. Today, when consumers are all the time exposed to new technologies, trends such as facial recognition, artificial intelligence, and voice technology did not advance as rapidly as predicted, marketing intelligence gained a significant share of the spotlight. This paper gives an overview of possible ways to anticipate consumer data intelligence development from the perspectives of a robust data set and deep artificial intelligence expertise for better understanding, modeling, and predicting consumer behavior. Showing that marketing cannot happen in isolation in the era of digital overexposure, it requires a deeper understanding of consumer behavior. Data scientists, analysts, and marketers around the world have to work together to increase consumer loyalty, grow revenue, and improve the predictiveness of their models and effectiveness of their marketing spend. Efficiently integrating consumer behavior data into marketing strategies can help companies improve their approach towards attracting and winning the diverse and dynamic consumer segments and retaining them. This synthesis of current research will be helpful to both researchers and practitioners that work on the use of data science to understand and predict consumer behavior, as well as those making long-range planning marketing decisions.

The internet of things (IoT) is transforming the way consumers shop at stores, how shoppers collect information, and how they take purchasing decisions. The way manufacturers and retailers respond to the digital enabled shopper is key to ensure positive implications for revenues and profits, ensuring that the collaborative relationship focus on providing shoppers with a better customer experience. Category management is at the center of the manufacturer-retailer relationship, urging for a transformational turmoil that enables a prompt response to the digital enabled shopper. This chapter discusses the implications of the new digital empowered shopper for the traditional category management demand-side aspects underlying the need to enhance business results by focusing on higher collaboration and automation.

Portuguese consumers are an example to the world when it comes to eating fish. It is a fact that Portugal is EU’s top nation consuming fish, and that the country ranks 3rd in the world in that category. It is something to be proud of. Especially when so many countries are investing millions on/and implementing fish campaigns, in the attempt to increase the consumption of fish. Therefore, this article attempt to highlight some major aspects of fish consumption in Portugal, explaining how, where, and when fish is consumed. To be able to characterize the Portuguese fish consumer, this article had exclusive access to data from Docapesca Portos e Lotas S.A’s data (a government owned company, under the Ministry of Finance and the Ministry of the Sea). Two surveys were conducted (each with 1000 respondents - representative of general of the Portuguese population), one in 2017 and the other one in 2018, using plenty of variables that turned out to be extremely valuable data to market analyses and allowed a very strong comparative analysis. Results include the big impact of Information in the different channels of fish consumption, perceived value of fish, consumers' evaluation of the advantages of fish, expectation when consuming fish, and also the importance of consumer education (as a means to promote change in behavior, if wanted). By providing evidence from Portuguese fish consumption in two different years, this study offers valuable insights for both practitioners and researchers.