University of Southern California

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Joseph Nunes
Chair of the Department of Marketing & Professor of Marketing

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

PhD, MBA, University of Chicago; BS, Northwestern University


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.


Valsesia, F., Nunes, J. C., and Ordanini, A. (2015) "What Wins Awards Is Not Always What I Buy: How Creative Control Affects Authenticity and Thus Recognition (But Not Liking),".
Nunes, J., and Ordanini, A. (2015) "More Blockbusters but Fewer Superstars: How Technological Shifts in the Music Industry have Impacted Billboard’s Hot 100," International Journal of Research in Marketing.
Nunes, J., Ordanini, A., and Valsesia, F. (2015) "The Power of Repetition: Repetitive Lyrics in a Song Increase Processing Fluency and Drive Market Success," 25 (2), 187-199.
Nunes, J. C., and Ordanini, A. (2014) "I Like the Way it Sounds: The Influence of Instrumentation on a Pop Song's Place in the Charts," Musicae Scientiae 1-18.
Nunes, J. (2014) "Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis," Journal of Marketing Research, 51 (October), 563-577.
Ivanic, A., Overbeck, J. R., and Nunes, J. (2011) "Status, race, and money: The impact of racial hierarchy on willingness to pay," Psychological Science.
Nunes, J., Dreze, X., and Han, Y. (2010) "Conspicuous Consumption in a Recession: Toning it Down or Turning it Up?," Journal of Consumer Psychology.
Han, Y., Nunes, J., and Dreze, X. (2010) "Signaling Status with Luxury Goods: The Role of Brand Prominence," Journal of Marketing.
Yorkston, E. A., Nunes, J., and Matta, S. (2010) "The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions," Journal of Marketing, 74, 80-93.
Dreze, X., and Nunes, J. (2009) "Feeling Superior: The Impact of Loyalty Program Structure on Consumers' Perception of Status," Journal of Consumer Research, 35 (April), 890-905.
Fitzsimons, G. J., Nunes, J., and Williams, P. (2007) "License to Sin: The Liberating Role of Reporting Expectations," Journal of Consumer Research, 34, 22-31.
Chakravarthi, N., He, C., Anderson, E., Brenner, L., Desai, P., Kuksov, D., Messinger, P., Moorthy, S., Nunes, J., Rottenstreich, Y., Staelin, R., Wu, G., and Zhang, J. (2006) "Incorporating Behavioral Anomalies in Strategic Models," Marketing Letters, 16 (3/4), 361-373.
Nunes, J., and Dreze, X. (2006) "The Endowed Progress Effect: How Artificial Advancement Increases Effort," Journal of Consumer Research, 32, 504-512.
Borle, S., Boatwright, P., Kadane, J. B., Nunes, J., and Shmueli, G. (2005) "Effect of Product Assortment Changes on Customer Retentio," Marketing Science, 24 (4), 616-622.
Leclerc, F., Hsee, C. K., and Nunes, J. (2005) "Narrow Focusing: Why Relative Position of a Good in its Category Matters More than It Should," Marketing Science, 24 (2), 194-205.
Nunes, J., and Boatwright, P. (2004) "Incidental Prices and their Effect on Willingness to Pay," Journal of Marketing Research, 41 (1), 457-466.
Nunes, J., Hsee, C. K., and Weber, E. U. (2004) "Why are People so Prone to Steal Software: The Effects of Products' Cost Structure on Consumer Payment and Purchase Intention," Journal of Public Policy & Marketing, 23 (1), 43-53.
Dreze, X., and Nunes, J. (2004) "Using Combined-Currency Prices to Lower Consumers' Perceived Cost," Journal of Marketing Research, 41 (1), 59-72.
Nunes, J., and Park, C. W. (2003) "Incommensurate Resources: Not Just More of the Same," Journal of Marketing Research 26-38.
Boatwright, P., and Nunes, J. (2001) "Reducing Assortment: An Attribute-Based Approach," Journal of Marketing, 65 (3), 50-63.
Nunes, J. (2000) "A Cognitive Model of People's Usage Estimations," Journal of Marketing Research, 37 (4), 397-409.