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Marcus Cunha · Study

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Marcus Cunha

17 works· latest 2021· 2 institutionscluster: provisionalORCID 0000-0003-2491-247X

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i1013

Citations928

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Most cited in this library

When do Chief Marketing Officers Affect Firm Value? A Customer Power Explanation2010 · 197 citations
The Influence of Price Discount Framing on the Evaluation of a Product Bundle2004 · 195 citations
Strategic Information Transmission in Peer-to-Peer Lending Markets2017 · 101 citations
Consumer Uncertainty and Purchase Decision Reversals: Theory and Evidence2015 · 97 citations
Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands2014 · 77 citations

Works

17 shown

Consumers’ response to weak unique selling propositions: Implications for optimal product recommendation strategy

International Journal of Research in Marketing·2021·2 authors

9citations

Decisions Following Distraction: How (Un)Conscious Processing And Decision Task Influence The Selection Of Hedonic And Utilitarian Alternatives

Behavioral Science Lab·2021·4 authors·other·Open access

0citations

Love Leads to Action: Short‐Term Mating Mindset Mitigates the Status‐Quo Bias by Enhancing Promotion Focus

Journal of Consumer Psychology·2020·2 authors

11citations

The influence of horizontal and vertical product attribute information on decision making under risk: The role of perceived competence

Journal of Business Research·2019·2 authors

14citations

Love Makes the Daredevil, Mating Mindset and Proactive Tendency: An Abstract

Developments in marketing science: proceedings of the Academy of Marketing Science·2017·2 authors·other

0citations

Strategic Information Transmission in Peer-to-Peer Lending Markets

Journal of Marketing·

2017

·4 authors

101citations

Unbearable Lightness of Shaky Inferences: When Misused Product Inference Is Detrimental to Verified Product Hypotheses

ACR North American Advances·2017·2 authors

0citations

Harmful Upward Line Extensions: Can the Launch of Premium Products Result in Competitive Disadvantages?

Journal of Marketing·2015·3 authors

40citations

Consumer Uncertainty and Purchase Decision Reversals: Theory and Evidence

Marketing Science·2015·3 authors

97citations

Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands

Journal of Consumer Research·2014·3 authors

77citations

When do Chief Marketing Officers Affect Firm Value? A Customer Power Explanation

Journal of Marketing Research·2010·3 authors

197citations

Assimilation and Contrast in Price Evaluations

Journal of Consumer Research·2010·2 authors

56citations

Asymmetries in the Sequential Learning of Brand Associations: Implications for the Early Entrant Advantage

Journal of Consumer Research·2008·2 authors

20citations

Context-Dependent Effects of Goal Primes

Journal of Consumer Research·2008·3 authors

55citations

Protection of Prior Learning in Complex Consumer Learning Environments

Journal of Consumer Research·2008·3 authors

20citations

Stimulus Context and the Formation of Consumer Ideals

Journal of Consumer Research·2004·5 authors

36citations

The Influence of Price Discount Framing on the Evaluation of a Product Bundle

Journal of Consumer Research·2004·2 authors

195citations