Marcus Cunha Jr.

PhD, Marketing, University of Florida, 2003

MS, Marketing, Universidade Federal do Rio Grande do Sul, 1998

BSBA, Marketing, Universidade Federal do Rio Grande do Sul, 1995

University of Georgia, Associate Professor & Graduate Coordinator, 2011 to 2017

University of Washington, Associate Professor, 2009 to 2011

University of Washington, Assistant Professor, 2003 to 2009

Terry Outstanding Faculty Award: Teaching Excellence Award (2019)

Recognized for greatly contributing to the development of UGA students (2015-2019)

Hugh O. Nourse outstanding MBA teacher award, University of Georgia, Terry College of Business, 2016

Recognized for outstanding teaching by the Office of Academic Affairs and Provost, University of Georgia, Office of the Provost, 2013

Recognized for outstanding teaching by the Office of Academic Affairs and Provost, University of Georgia, Office of the Provost, 2012

• Learning, Memory, Information Processing, Perception, Pricing, Branding

• Caldieraro, Favio, Jonathan Zhang, Marcus Cunha Jr and Jeffrey D. Shulman (Forthcoming). Strategic Information Transmission in Peer-to-Peer Lending Markets. Journal Of Marketing. 
• Cunha Jr., Marcus, Mark Forehand and Justin Angle. 2015. Riding Coattails: When Co-Branding Helps Versus Hurts Less-Known Brands?. Journal Of Consumer Research, 41(February):1284-1300. 
• Shulman, Jeffrey D., Marcus Cunha Jr. and Julian Saint Clair. 2015.Consumer Uncertainty and Purchase Decision Reversals: Theory and Evidence. Marketing Science, 34(4):590-605. 
• Caldieraro, Fabio, Ling-Jing Kao and Marcus Cunha Jr. 2015.Harmful Upward Line Extensions: Can the Launch of Premium Products Result in Competitive Disadvantages?. Journal Of Marketing, 79(6). 
• Cunha Jr., Marcus, Jeffrey D. Shulman. 2011. Assimilation and Contrast in Price Evaluations. Journal Of Consumer Research,37(February):822-835. 
• Cunha Jr., Marcus, Fabio Caldieraro. 2010. On the Observability of Purely Behavioral Sunk-Cost Effects: Theoretical and Empirical Support for the BISC model. Cognitive Science, 34(8):1384-1387. 
• Boyd, D. Eric, Rajesh Chandy and Marcus Cunha Jr. 2010. When Do Chief Marketing Officers Impact Firm Value? A Customer Power Explanation. Journal Of Marketing Research, 47(December):1162-1176. 
• Cunha Jr., Marcus, Juliano Laran. 2009. Asymmetries in the Sequential Learning of Brand Associations: Implications for Brand Preference and the Early Entrant Advantage. Journal Of Consumer Research, 35(February):788-799. 
• Cunha Jr., Marcus, Fabio Caldieraro. 2009. Sunk-Cost Effects on Purely Behavioral Investments. Cognitive Science, 33(1):105-113. 
• Cunha Jr., Marcus, Chris Janiszewski and Juliano Laran. 2008.Protection of Prior Learning in Complex Consumer Learning Environments. Journal Of Consumer Research, 34(April):850-864. 
• Laran, Juliano Chris Janiszewski and Marcus Cunha Jr. 2008.Context-Dependent Effects of Priming. Journal Of Consumer Research, 35(December):653-667.

Editorial Board Member, Journal of Consumer Research, 2011 - present

Editorial Board Member, Journal of Consumer Psychology, 2010 - present

Editorial Board Member, Journal of Business Research, 2016 - present