M
Marcus Cunha
Researcher at Terry College of Business
Publications - 21
Citations - 713
Marcus Cunha is an academic researcher from Terry College of Business. The author has contributed to research in topics: Product category & Co-branding. The author has an hindex of 13, co-authored 21 publications receiving 611 citations. Previous affiliations of Marcus Cunha include University of Georgia & University of Washington.
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Journal ArticleDOI
The Influence of Price Discount Framing on the Evaluation of a Product Bundle
Chris Janiszewski,Marcus Cunha +1 more
TL;DR: This paper found that the perceived value of the discount may also depend on a referent specific to each product, which can be explained by reference dependence and product importance independently contribute to price discount framing effects.
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Sunk-Cost Effects on Purely Behavioral Investments
Marcus Cunha,Fabio Caldieraro +1 more
TL;DR: It is argued that, through an effort-justification mechanism, people account for the amount of behavioral resources invested when selecting an alternative, in which case they may fall prey to purely behavioral sunk-cost effects.
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Context-Dependent Effects of Goal Primes
TL;DR: In this article, the authors provide evidence that goal priming effects are context dependent and show that goal primes encourage prime-consistent behavior when the behavioral context is common and prime-inconsistent behaviour when the behavioural context is uncommon.
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Strategic Information Transmission in Peer-to-Peer Lending Markets
TL;DR: In this article, the authors propose and test a theory in which countersignaling provides a mechanism to attenuate information asymmetry about financial products (loans) offered on the platform, and reveal significant, nonmonotonic relationships among the transmission of nonverifiable information, loan funding, and ex post loan quality.
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Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands
TL;DR: This paper showed that the presence of a well-known brand can weaken or strengthen the association between a less known brand and the co-branding outcome depending on the timing of the presentation of product benefit information.