Lecturer and researcher in consumer culture theory, brands and interpersonal relationships, people's relationships with digital media, and qualitative methods. PhD in communication from the University of Navarra, with a university award in psychology after his doctoral studies, from the University of Staffordshire. His thesis and published works address the influence of advertising on memory and perceptions affecting purchase behavior, the use of brands and consumption practices to favor interpersonal relationships, as well as people's relationships with digital media. His work has been included in academic journals such as Young Consumers, Qualitative Market Research, Behaviour and Information Technology, Cuadernos Info, Revista de Comunicación, Arte Individuo y Sociedad, First Monday, among others. He is director of the Doctorate in Communication at the University of Lima, and associate editor of the magazine Contratexto.