Luisa Martinez is an Assistant Researcher at Business Research Unit (BRU-ISCTE), ISCTE – Instituto Universitário de Lisboa, and an Assistant Professor (Adjunct) at Católica Lisbon Business & Economics. She is also the co-founder of ‘Escola da Cor’/’School of Color’, the first Portuguese institution fully dedicated to teaching and consultancy on color. From 2022 to 2025, she served as President of the Portuguese Color Association. She was also an Assistant Professor at IPAM Lisboa from 2019 to 2025. She holds a PhD in Management (U. Europeia), a Post-graduation in Management (Nova SBE), a Master’s in Color in Architecture (U. Lisboa), and a Degree in Architecture (U. Lusíada). Her research interests include the influence of color and sensory sensitivity on organizational and consumer behavior. More specifically, she explores topics such as retail, packaging, digital marketing, well-being, and the Highly Sensitive Person (HSP) trait applied to marketing. Her research adopts an interdisciplinary approach, integrating diverse fields such as management, marketing, design, psychology, and education. Her work has been published in peer-reviewed, indexed academic journals such as the Journal of Retailing and Consumer Services, Electronic Commerce Research, Electronic Commerce Research and Applications, and Sustainability Accounting, Management and Policy Journal.