CV Lattes
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Universidade de São Paulo (USP). Faculdade de Economia, Administração e Contabilidade (FEA) (Institutional affiliation from the last research proposal) Birthplace: Brazil
Bachelor's at Ciências Econômicas from Fundação Armando Álvares Penteado (1972), master's at Administration from Universidade de São Paulo (1978) and doctorate at Administration from Universidade de São Paulo (1981). Has experience in Administration, focusing on Mercadology, acting on the following subjects: marketing, administração de marketing, comunicação, marketing de serviços and diversidade na escola. (Source: Lattes Curriculum)
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Professor José Afonso Mazzon, FEA-USP, together with Professor Wagner A. Kamakura, Rice University, are developing studies on the theme of Socioeconomic Stratification and Consumption. They co-authored a preliminary study that was published in a key Marketing Journal (KAMAKURA, Wagner A.; MAZZON, Jose A. Socioeconomic Status and Consumption in an Emerging Economy, International Journal of…
The American Psychological Association (APA) has called upon researchers to help overcome a literature gap: to build better socioeconomic classification models. This request stems from the importance of this variable as a moderator for research findings in diverse fields: Economics, Business Administration, Medicine, Psychology, Sociology and Education, among others. The literature review…
Transformative consumer research (TCR) has as a normative objective to improve individuals' well-being and guides the development of this project. The object of study of this project is the heterogeneity of consumers' choices and the psychological mechanisms used so that the behavior adapts to the situational variables and the sociocultural context. Choices are a means for consumers to ac…
Consumer goal pursuit has received an enormous amount of research in the past years. This article seeks to contribute to this stream of research by investigating the relationship between implementation intentions and ego-depletion and its influence on goal-consistent choices. We propose three experiments investigating the moderating role of ego-depletion on implementation intentions benef…
Judgment and decision is receives contributions from different scientific disciplines. Choice theory, specifically, is studied from three main approaches. The focus of this project is to study judgment and decision from the economic tradition, from de psychological or behavioral tradition and from the tradition that examines choice as observations revealing preferences, regardless the men…
This project will develop empirical consumer behavior models, in the domain of the sharing economy, and will test its propositions through econometric models. The project is inspired by the theoretical framework proposed by Dellaert (2019), and the empirical application will integrate real individual market behavior and attitudinal data. Sharing economy is a booming market phenomenon, in …
Previous research has demonstrated that implementation intentions - concrete plans that specify how, when and where a goal will be attained - promotes goal pursuit and attainment. Forming such intentions has been shown to overcome ego-depletion effects in task goals (difficult anagrams and Stroop tasks). Yet, forming implementation intentions may not be a good strategy to counteract ego-d…
Judgment and decision is receives contributions from different scientific disciplines. Choice theory, specifically, is studied from three main approaches. The focus of this project is to study judgment and decision from the economic tradition, from de psychological or behavioral tradition and from the tradition that examines choice as observations revealing preferences, regardless the men…
| 2 / 2 | Completed research grants |
| 4 / 3 | Completed scholarships in Brazil |
| 3 / 3 | Completed scholarships abroad |
| 10 / 9 | All research grants and scholarships |
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