Marcus Cunha, Jr.

8 catalog papers. Name-matched publications do not establish a verified researcher identity.

Publications

• Rejoinder: “Consumer Uncertainty and Purchase Decision Reversals: Theory and Evidence” — Marketing Science 2025
• When Learning Negative Brand Associations Leads to Positive Evaluations of Effectiveness — Journal of Consumer Research 2024
• Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands — Journal of Consumer Research 2015
• Assimilation and Contrast in Price Evaluations — Journal of Consumer Research 2011
• Context-Dependent Effects of Goal Primes — Journal of Consumer Research 2008
• Protection of Prior Learning in Complex Consumer Learning Environments — Journal of Consumer Research 2008
• Stimulus Context and the Formation of Consumer Ideals — Journal of Consumer Research 2004
• The Influence of Price Discount Framing on the Evaluation of a Product Bundle — Journal of Consumer Research 2004