hec.ca > Faculty

Marcelo Vinhal Nepomuceno

Associate Professor,  Department of Marketing

Marcelo Vinhal Nepomuceno

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: 514 340-6427
Fax : 514 340-5631
Office : 4.756


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


  • 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 (15)

PERRON-BRAULT, Alexis, LEGOUX, Renaud, CORREA DANTAS, Danilo, NEPOMUCENO, Marcelo Vinhal; « The Effect of Online Engagement on New Product Performance: Why Fit and Brand Longevity Matter », Journal of Interactive Marketing, 2024 (status : online).

NGUYEN, Chau Minh, NEPOMUCENO, Marcelo Vinhal, GRÉGOIRE, Yany, LEGOUX, Renaud; « Striking the right notes: Long- and short-term financial impacts of musicians’ charity advocacy versus other signaling types », Journal of Business Ethics, 2024 (status : online).

PHILP, Matthew, NEPOMUCENO, Marcelo Vinhal; « How reviews influence product usage post-purchase: An examination of video game playtime », Journal of Business Research, vol. 172, 2024, p. 1-11.

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, vol. 58, no 4, 2023, p. 440-462.

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; « 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.

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, 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.

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.

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.

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.

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.


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.


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