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Joseph Nunes
Associate Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

Phone: 
213-740-5044
jnunes@marshall.usc.edu
Education: 
PhD, MBA, University of Chicago; BS, Northwestern University

Overview

Joseph Nunes is an expert on loyalty programs, status and luxury goods, pricing, and consumer and managerial decision-making. He has published numerous papers in top marketing journals including the Journal of Marketing Research, the Journal of Consumer Research, Marketing Science, the Journal of Marketing, and Harvard Business Review. He serves on the editorial boards of the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Consumer Psychology and Marketing Science. In 2006, he received Marshall's Dean's Award for Excellence in Research. Professor Nunes has consulted for a variety of companies including Southwest Airlines, Kampgrounds of America, Nestlè, and Abbott Laboratories.

Research

Status, race, and money: The impact of racial hierarchy on willingness to pay • 2011
Lack of Consumer Attention to Real-Time Experience: A Barrier to Learning from Product Trial • 2011
Conspicuous Consumption in a Recession: Toning it Down or Turning it Up? • 2010
Signaling Status with Luxury Goods: The Role of Brand Prominence • 2010
The Implicit Benefits of Status • 2010
The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions • 2010
Feeling Superior: The Impact of Loyalty Program Structure on Consumers' Perception of Status • 2009
License to Sin: The Liberating Role of Reporting Expectations • 2007
Incorporating Behavioral Anomalies in Strategic Models • 2006
The Endowed Progress Effect: How Artificial Advancement Increases Effort • 2006
Effect of Product Assortment Changes on Customer Retentio • 2005
Narrow Focusing: Why Relative Position of a Good in its Category Matters More than It Should • 2005
Incidental Prices and their Effect on Willingness to Pay • 2004
Why are People so Prone to Steal Software: The Effects of Products' Cost Structure on Consumer Payment and Purchase Intention • 2004
Using Combined-Currency Prices to Lower Consumers' Perceived Cost • 2004
Incommensurate Resources: Not Just More of the Same • 2003
Reducing Assortment: An Attribute-Based Approach • 2001
Pricey Encounters • 2001
A Cognitive Model of People's Usage Estimations • 2000
First Impressions: Status Signaling Using Brand Prominence
Pepsi China: Culture, Consumers and Brand Identity
Assimilation or Contrast? Perhaps Both
It?s Not Always Either/Or: The Simultaneous Effects of Assimilation and Contrast