José Paulo Marques dos Santos completed his Doctorate in Management on March 29, 2011, at the Technical University of Lisbon, Portugal, with the thesis “Neuroscience in Marketing: An fMRI-based Perspective on Brands”. He earned his Bachelor’s degree in Chemical Engineering in 1989 from the University of Coimbra, Portugal. He completed his DEA in Marketing and Market Research on July 7, 2006, at the University of A Coruña, Spain. José Paulo has held several academic and research positions. He is a Vice-Rector at the University of Maia, Portugal, where he is also the Director of the Pedagogic Innovation Office. He is an Associate Professor at the Department of Business Administration. He is a Visiting Researcher at the Experimental Biology Unit, Faculty of Medicine, University of Porto, Integrated Researcher at the University of Porto’s LIACC, Laboratory for Artificial Intelligence and Computer Science, and at the LASI, Associated Laboratory for Intelligent Systems. He is also a Collaborative Researcher at the University of Beira Interior’s NECE, Research Center for Business Sciences. His academic contributions include publishing seven journal articles, authorship 11 book sections, and three books, including Frontiers in Neuroscience, Journal of Brand Management, Journal of Product and Brand Management, Lecture Notes in Computer Science, and Sage Open. He has organized seven events, including the International Conference MarkTech – Marketing and Technologies, and participated in 10 others. José has supervised three PhD theses and 16 Master’s dissertations and co-supervised one. He has received an award/honor for his work. In research projects, José Paulo has served as the Principal Investigator in one and a Researcher in three, one of them in Brazil. His research interests cover fMRI, EEG, tDCS, decision-making in neurosciences, machine learning and explainable artificial intelligence in artificial intelligence, consumer behavior and branding in marketing, and active learning and educator’s digital competencies in pedagogy. José has worked with 73 collaborators on co-authoring scientific papers throughout his career. His research themes in the last five years include neuromarketing, connectome and functional connectivity, brand community, search engine optimization, explainable artificial intelligence, and emergency remote teaching.