Ph.D. in Marketing from Tilburg University (the Netherlands), MBA and Master in Business Administration (Faculdade de Economia-UNL), B.S. in Economics (Faculdade de Economia-UNL). Rita has for long been teaching marketing courses both at undergraduate, master level, and executive education, participating in several customized programs for companies. She teaches Consumer Behavior, Services Marketing, and Research Methodologies.

She's currently the Associate Dean for Undergraduate programs and coordinates LERNE- Laboratory for Experimental Research in Economics and Management and the executive Strategic Marketing Advanced Program. Her main research interests are on decision-making processes, self-regulation and its impact on choice and consumption decisions, Private Labels' phenomenon and more recently on Sustainable consumption and the impact of Corporate Social Responsibility initiatives on consumer’s behavior.