Le contenu

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: 514 340-6412
Fax: 514 340-5631
Office: 4.756

Other title(s)

  • Forthcoming


  • 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 (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


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

Consumer Behavior

Fall 2018

Consumer Behavior

Winter 2018

Consumer Behavior

Fall 2017

Consumer Behavior

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