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)

Chairholder Canada Research Chair in Consumer Decision-Making

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 (13)

NEPOMUCENO, Marcelo Vinhal, RAHEMI, Hooman, CENESIZOGLU, Tolga, CHARLIN, Laurent; « Should We Feed the Trolls? Using Marketer-Generated Content to Explain Average Toxicity and Product Usage », Journal of Interactive Marketing, 2024 (status : in press).

NEPOMUCENO, Marcelo Vinhal, STENSTROM, Eric; « The association between testosterone and unethical behaviours, and the moderating role of intrasexual competition », British Journal of Psychology, vol. 113, no 1, 2022, p. 208-225.

DE BARROS FIGUEIREDO CAVALCANTE, Fabiane, NEPOMUCENO, Marcelo Vinhal, DE OLIVEIRA ARRUDA, Danielle Miranda, FAÇANHA CÂMARA, Samuel; « Individual's Reproductive Strategies Moderates the Association Between Facial Width-to-Height and Risk-Taking Propensity », Evolutionary Psychology, vol. 20, no 3, 2022, p. 1-12.

NEPOMUCENO, Marcelo Vinhal, STENSTROM, Eric; « Consumption on steroids: The effect of testosterone on preferences for conspicuous consumption and the moderating role of intrasexual competition », Journal of Behavioral Decision Making, vol. 34, no 3, 2021, p. 457-475.

NEPOMUCENO, Marcelo Vinhal, DE AGUIAR PASTORE, Cristina M., STENSTROM, Eric; « Prenatal hormones (2D:4D), intrasexual competition, and materialism in women », Psychology & Marketing, vol. 38, no 2, 2021, p. 239-248.

NEPOMUCENO, Marcelo Vinhal, VISCONTI, Luca M., CENESIZOGLU, Tolga; « A model for investigating the impact of owned social media content on commercial performance and its application in large and mid-sized online communities », Journal of Marketing Management, vol. 36, no 17/18, 2020, p. 1762-1804.

PHILP, Matthew, NEPOMUCENO, Marcelo Vinhal; « When the frugal become wasteful: An examination into how impression management can initiate the end‐stages of consumption for frugal consumers », Psychology & Marketing, vol. 37, no 2, 2020, p. 326-339.

VILASANTI DA LUZ, Victoria, MANTOVANI, Danielle, NEPOMUCENO, Marcelo Vinhal; « Matching green messages with brand positioning to improve brand evaluation », Journal of Business Research, vol. 119, 2020, p. 25-40.

TOUCHETTE, Laurie, NEPOMUCENO, Marcelo Vinhal; « The Environmental Impact of Consumption Lifestyles: Ethically Minded Consumption vs. Tightwads », Sustainability, vol. 12, no 23, 2020, p. 1-22.

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.

Book chapters (1)

DINSMORE, John, STENSTROM, Eric, NEPOMUCENO, Marcelo Vinhal; « Testosterone and Financial Risk-taking », Handbook of Experimental Finance, Edward Elgar Publishing, 2022, p. 98-104.

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 (4)

S'élever au-dessus de la mêlée : comment le contenu généré par les organisations sportives influence l'engagement des utilisateurs sur les médias sociaux ?, by Caroline Chaussegros de Léry
August 2022

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 (4)

L'éco-responsabilité des produits cosmétiques et de leurs emballages : la perspective des consommatrices , by Ruofan Yin
March 2023

L'effet des dimensions de contenu sur Instagram par des influenceurs « lifestyle » sur les types d'engagements , by Nour El-Mohri
March 2021

Augmentation de la visibilité de l'entreprise via les réseaux sociaux , by Mélina Deschênes
September 2020

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