CV Lattes
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Universidade de São Paulo (USP). Escola de Artes, Ciências e Humanidades (EACH) (Institutional affiliation from the last research proposal) Birthplace: Brazil
graduation at Administração de Empresas from Universidade de São Paulo (1986), graduation at Processamento de Dados from Centro Estadual de Educação Tecnológica Paula Souza (1991), master's at Administration from Universidade de São Paulo (1996) and doctorate at Administration from Fundação Getulio Vargas - SP (2003). He is currently full professor at Universidade de São Paulo. Has experience in Administration, focusing on Mercadology, acting on the following subjects: marketing, comportamento do consumidor, pesquisa de marketing, comércio eletrônico and análise multivariada. (Source: Lattes Curriculum)
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The objective of this research is to expand knowledge about the influence of online consumer reviews (OCR) posted on the Internet on consumer purchasing decisions. Specifically, we examine the differential effects of positive vs. negative reviews on the attitudes of consumers towards the reviewed product. In addition, we investigate potential variables associated with the configuration of…
(Only some records are available in English at this moment)
Understanding the effect of consumer information processing is one of the most relevant topics in the field of marketing and consumer psychology studies (Lim et al., 2023). This project is situated within the literature of consumer psychology studies, focusing on the decision-making process, aiming to investigate whether mindset manipulations can influence consumer judgment regarding risk…
The purpose of this study is to evaluate the effect of regency (recent vs. old) and valence (positive vs. negative) of comments made through electronic word-of-mouth on consumer persuasion. Recent (vs. old) comments and negative (vs. positive) have a greater influence on the purchase decision of the consumer. However, we believe that the effect of recent comments will result in different …
This project is situated in the goal-setting literature within marketing management, and we are particularly interested in ways to improve performance when individuals are assigned goals. More specifically, we wish to examine the effects on performance by adding subgoals, and, in this context, if prior disclosure of the overall goal (or not) affects performance. Goals function as referenc…
Regret is the most important emotion in the context of decision making because it is the only emotion that is uniquely tied to decision making. Although regret may be an inevitable outcome, it is possible coping with it through some regulation strategies. This research project proposes an investigation of one of the strategies that decision-makers can use to regulate their regrets and its…
(Only some records are available in English at this moment)
Regret may be an inevitable outcome, but one that it is possible to cope with. Based on this assumption, Zeelenberg and Pieters (2007) proposed the Regret Regulation Theory (RRT) and presented ameliorative alternatives that individuals can adopt to regulate their regret. Understanding how specific recourses may be taken to mitigate consumer regret it is relevant both for firms that can po…
Consumers make extremely and confidently-held judgments despite limited knowledge and evidence. The study investigates how available product features including brand names moderate consumers judgment through increasing the awareness of missing features. Three experiments show that consumers become aware of missing features when product description is not diagnostic. Further, brand is used…
| 1 / 1 | Ongoing grants |
| 9 / 4 | Completed research grants |
| 1 / 1 | Ongoing scholarships in Brazil |
| 5 / 5 | Completed scholarships in Brazil |
| 2 / 2 | Completed scholarships abroad |
| 18 / 13 | All research grants and scholarships |
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