Marcelo Vinhal Nepomuceno

Associate Professor, Department of Marketing

Contact information

HEC Montréal
3000, chemin de la Côte-Sainte-Catherine
Montréal (Québec)
Canada H3T 2A7

Email: marcelo.nepomuceno@hec.ca
Phone: 514 340-3180
Secretary: 514 340-6412
Fax: 514 340-5631
Office: 4.756

Other title(s)

Forthcoming

Education

Ph.D. (Marketing), John Molson School of Business, Concordia University ·
M.Sc. (Psychology), University of Brasilia

Expertise

Anti-consumption Lifestyles
Consumer Resistance
Hormones and Consumer Behavior
Materialism
Cross-cultural Marketing
Social Media and Consumer Behavior

Current research

Forthcoming

This publication selection covers the last five years.

Journal articles (11)

BORAU, Sylvie, NEPOMUCENO, Marcelo Vinhal; « The Self-Deceived Consumer: Women’s Emotional and Attitudinal Reactions to the Airbrushed Thin Ideal in the Absence Versus Presence of Disclaimers », Journal of Business Ethics, vol. 154, no 2, 2019, p. 325-340.

DAVIDSON, Alexander, NEPOMUCENO, Marcelo Vinhal, LAROCHE, Michel; « Shame on You: When Materialism Leads to Purchase Intentions Toward Counterfeit Products », Journal of Business Ethics, vol. 155, no 2, 2019, p. 479-494.

KROPFELD, Maren Ingrid, NEPOMUCENO, Marcelo Vinhal, CORREA DANTAS, Danilo; « The Ecological Impact of Anticonsumption Lifestyles and Environmental Concern », Journal of Public Policy & Marketing, vol. 37, no 2, 2018, p. 245-259.

NEPOMUCENO, Marcelo Vinhal, LAROCHE, Michel; « When Materialists Intend to Resist Consumption: The Moderating Role of Self-Control and Long-Term Orientation », Journal of Business Ethics, vol. 143, no 3, 2017, p. 467-483.

« Patreon et le financement artistique », Revue internationale de cas en gestion, vol. 15, no 3, 2017, p. 1-12.

NEPOMUCENO, Marcelo Vinhal, SAAD, Gad, STENSTROM, Eric, MENDENHALL, Zack, IGLESIAS, Fabio; « Testosterone & gift-giving: Mating confidence moderates the association between digit ratios (2D:4D and rel2) and erotic gift-giving », Personality and Individual Differences, vol. 91, 2016, p. 27-30.

NEPOMUCENO, Marcelo Vinhal, LAROCHE, Michel; « Do I Fear Death? The Effects of Mortality Salience on Anti-Consumption Lifestyles », Journal of Consumer Affairs, vol. 50, no 1, 2016, p. 124-144.

NEPOMUCENO, Marcelo Vinhal, SAAD, Gad, STENSTROM, Eric, MENDENHALL, Zack, IGLESIAS, Fabio; « Testosterone at your fingertips: Digit ratios (2D:4D and rel2) as predictors of courtship-related consumption intended to acquire and retain mates », Journal of Consumer Psychology, vol. 26, no 2, 2016, p. 231-244.

NEPOMUCENO, Marcelo Vinhal, LAROCHE, Michel; « The Impact of Materialism and Anti-consumption Lifestyles on Personal Debt and Account Balances », Journal of Business Research, Vol. 68, no 3, 2015, p. 654-664.

NEPOMUCENO, Marcelo Vinhal, LAROCHE, Michel, RICHARD, Marie-Odile; « How to Reduce Perceived Risk When Buying Online: The Interactions between Intangibility, Product Knowledge, Brand Familiarity, Privacy and Security Concerns », Journal of Retailing and Consumer Services, Vol. 21, no 4, 2014, p. 619-629.

LAROCHE, Michel, NEPOMUCENO, Marcelo Vinhal, RICHARD, Marie-Odile; « Congruency of Humour and Cultural Values in Print Ads », International Journal of Advertising, Vol. 33, no 4, 2014, p. 681-705.

Book chapters (2)

NEPOMUCENO, Marcelo Vinhal, ROHANI, Mina, GRÉGOIRE, Yany; « Consumer Resistance: From Anti-Consumption to Revenge », Consumer Perception of Product Risks and Benefits, Springer, 2017, p. 345-364.

ALFINITO, Solange, NEPOMUCENO, Marcelo Vinhal, VAZ TORRES, Cláudio, ARAGAO, Bruno Saboya de; « A avaliação da decisão do consumidor sob a perspectiva do julgamento e significado do produto », Marketing de relacionamento & comportamento do consumidor: Estado da arte, produção nacional, novas medidas e estudos empíricos, Atlas, 2015, p. 301-323.

This award and honor selection covers the last five years.

NEPOMUCENO, Marcelo Vinhal
Concours Subventions d’infrastructure de recherche 2018-2019, HEC Montréal, 2019

This selection of supervision activities covers the last five years.

Master's thesis direction – MSc in Management (3)

L'effet du contenu vidéo sur le nombre de visionnages à travers l'utilisation de la plateforme de diffusion Twitch Tv , by Alexandre Dallo
May 2019

In codirection with : GRÉGOIRE, Yany
Une analyse textuelle des principaux types de plaignants en ligne, une comparaison entre les justiciers, les conciliateurs et les désabusés, by William Blais
March 2019

L'impact environnemental des modes de vie d'anti-consommation, du souci environnemental et du comportement de consommation éthique, by Laurie Touchette
January 2019

Supervised project supervision – MSc in Management (1)

L'effet du contenu généré par les entreprises et les spécialistes du marketing sur l'engagement et la performance commerciale d'une start-up d'hôtellerie à Montréal , by Pengfei Li
March 2019

Winter 2019

2-107-16A

Consumer Behavior

Fall 2018

2-107-16A

Consumer Behavior

Winter 2018

2-107-16A

Consumer Behavior

Fall 2017

2-107-16A

Consumer Behavior