Rafael Wagner is an Assistant Professor of Marketing at ESCP Business School. His research focuses on consumer behavior, with an emphasis on consumer–technology interactions, mental accounting, resource scarcity, and decision-making. He is especially interested in how consumers manage, respond to, and make decisions under constraints in their available resources, including money, time, technology, and cognitive capacity. In particular, he examines how consumers mentally organize and allocate resources, and how emerging technologies, especially artificial intelligence, affect consumer behavior, self-regulation, and well-being, and how scarcity influences consumer judgment and choice. Rafael holds a Ph.D. in data-driven marketing from NOVA University of Lisbon. His work has been published in journals including the Journal of Business Research, Psychology & Marketing, International Journal of Information Management, and the Journal of Consumer Behaviour, and has received awards at multiple academic conferences.