Marcus Cunha
Dados Biográficos
| ID | 3793217 |
|---|---|
| NOME | Marcus Cunha |
| PRENOMES | Marcus |
| SOBRENOME | Cunha |
| ASSINATURA | CUNHA M |
| AFILIAÇÕES | University of Washington |
| ORCID | 0000-0003-2491-247X |
| VERIFICADO | Sim |
| TOTAL DE OBRAS | 11 |
| TOTAL DE CITAÇÕES | 35 |
| OBRAS COMO AUTOR | 11 |
| OBRAS COMO EDITOR | 0 |
| PRIMEIRO ANO DE PUBLICAÇÃO | 2004 |
| ANO MAIS RECENTE DE PUBLICAÇÃO | 2024 |
| ÍNDICE H | 3 |
When Learning Negative Brand Associations Leads to Positive Evaluations of Effectiveness
Research on associative learning suggests that marketers can enhance consumer attitudes by repeatedly pairing their brands with pleasant or “positively-valenced” stimuli (e.g., attractive models, babies, cute animals) rather than unpleasant or “negatively-valenced” stimuli (e.g., garbage cans and disgusting insects)—an evaluative conditioning effect also known as affect transfer. In this research, we combine the associative learning and the goal …
A apropriação de John Dewey na Revista Brasileira de Estudos Pedagógicos (1944-1964)
O artigo analisa a presença de John Dewey nas páginas da Revista Brasileira de Estudos Pedagógicos, por meio de oitenta e oito matérias que mencionam o filósofo no período de 1944 a 1964, no intuito de compor um quadro analítico-descritivo sobre os vários modos de menção ao pensamento deweyano. As matérias foram classificadas em três categorias, de acordo com a relevância do nome Dewey no corpo dos textos, visando compreender quais aspectos do pe…
A Escola Renovada e a Família Desqualificada
Analisa o discurso educacional renovador veiculado no Brasil, entre 1944 e 1960, com vistas a discutir os referenciais utilizados para compreender as relações entre escola e família. Abstract This article analyses the discourse of educational renovation in Brazil, between 1944 and 1960. It discusses the concepts that were used to Understand the relationship betwen school and family. Résumé Le but de Ia presente étude est celui d'analyser le disco…
Comunicação e arte, ou a arte da comunicação, em John Dewey
Busca contribuir para elucidar as idéias de John Dewey contidas na formulação que vincula educação, comunicação e arte. Além disso, como aporte metodológico, procura mostrar que todo texto deve ser abordado em suas estratégias discursivas, como um conjunto articulado para afirmar determinados conceitos. O ponto de partida é a relevância atribuída à comunicação no processo educativo, conforme estabelecido por Dewey em Democracia e Educação. A anál…
Riding Coattails
New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded product are presented simultaneously with the co-branding information. In this case, the results of co-branding instead follow the predictions of adaptive…
Assimilation and Contrast in Price Evaluations
How are price judgments influenced by the distribution of observed prices for other items in the same category? Processing goals will moderate price-judgment processes. When the processing goal is discrimination, price perceptions will be influenced by variations in range and ranks of prices in a distribution and contrast effects will be observed. For example, lowering the price of the lowest-priced product in a set will increase perceived expens…
Asymmetries in the Sequential Learning of Brand Associations
The highlighting effect occurs when the order in which consumers learn about brands determines the strength of association between these brands and their attributes. In four experiments, we find that consumers more strongly associate common attributes with early learned brands and unique attributes with late-learned brands. These findings imply an advantage for late entrants when unique attributes offer a higher value than attributes that are com…
Context-Dependent Effects of Goal Primes
We provide evidence that goal priming effects are context dependent. We show that goal primes encourage prime-consistent behavior when the behavioral context is common and prime-inconsistent behavior when the behavioral context is uncommon. While the prime-consistent behavior is compatible with existing theory, the prime-inconsistent behavior poses a theoretical challenge. We argue that uncommon behavioral contexts encourage the release of a prim…
Protection of Prior Learning in Complex Consumer Learning Environments
As a product category evolves, consumers have the opportunity to learn a series of feature-benefit associations. Initially, consumers learn that some features predict a critical benefit, whereas other features do not. Subsequently, consumers have the opportunity to assess if previously predictive features, or novel features, predict new product benefits. Surprisingly, later learning is characterized by attenuated learning about previously predict…
Stimulus Context and the Formation of Consumer Ideals
When a choice set consists of a distribution of alternatives with correlated benefits and costs, consumers often exhibit single-peaked preferences—they prefer an alternative having moderate costs and benefits. Theories disagree about how adding additional lower benefit/lower cost or higher benefit/higher cost alternatives to this choice set will affect relative preferences for the initial set of alternatives. Prototype theory predicts that adding…
The Influence of Price Discount Framing on the Evaluation of a Product Bundle
Bundle offers consisting of two or more products often include a price discount. The impact of the price discount on the perceived attractiveness of the bundle has been shown to depend on which product is discounted. It has been argued that discounts are more effective when they are assigned to the product that will receive the most weight in the overall evaluation of the bundle. We propose that the perceived value of the discount may also depend…
Context-Dependent Effects of Goal Primes
We provide evidence that goal priming effects are context dependent. We show that goal primes encourage prime-consistent behavior when the behavioral context is common and prime-inconsistent behavior when the behavioral context is uncommon. While the prime-consistent behavior is compatible with existing theory, the prime-inconsistent behavior poses a theoretical challenge. We argue that uncommon behavioral contexts encourage the release of a prim…
The Influence of Price Discount Framing on the Evaluation of a Product Bundle
Bundle offers consisting of two or more products often include a price discount. The impact of the price discount on the perceived attractiveness of the bundle has been shown to depend on which product is discounted. It has been argued that discounts are more effective when they are assigned to the product that will receive the most weight in the overall evaluation of the bundle. We propose that the perceived value of the discount may also depend…
Assimilation and Contrast in Price Evaluations
How are price judgments influenced by the distribution of observed prices for other items in the same category? Processing goals will moderate price-judgment processes. When the processing goal is discrimination, price perceptions will be influenced by variations in range and ranks of prices in a distribution and contrast effects will be observed. For example, lowering the price of the lowest-priced product in a set will increase perceived expens…
Asymmetries in the Sequential Learning of Brand Associations
The highlighting effect occurs when the order in which consumers learn about brands determines the strength of association between these brands and their attributes. In four experiments, we find that consumers more strongly associate common attributes with early learned brands and unique attributes with late-learned brands. These findings imply an advantage for late entrants when unique attributes offer a higher value than attributes that are com…
Protection of Prior Learning in Complex Consumer Learning Environments
As a product category evolves, consumers have the opportunity to learn a series of feature-benefit associations. Initially, consumers learn that some features predict a critical benefit, whereas other features do not. Subsequently, consumers have the opportunity to assess if previously predictive features, or novel features, predict new product benefits. Surprisingly, later learning is characterized by attenuated learning about previously predict…
Stimulus Context and the Formation of Consumer Ideals
When a choice set consists of a distribution of alternatives with correlated benefits and costs, consumers often exhibit single-peaked preferences—they prefer an alternative having moderate costs and benefits. Theories disagree about how adding additional lower benefit/lower cost or higher benefit/higher cost alternatives to this choice set will affect relative preferences for the initial set of alternatives. Prototype theory predicts that adding…
Riding Coattails
New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded product are presented simultaneously with the co-branding information. In this case, the results of co-branding instead follow the predictions of adaptive…
Stimulus Context and the Formation of Consumer Ideals
When a choice set consists of a distribution of alternatives with correlated benefits and costs, consumers often exhibit single-peaked preferences—they prefer an alternative having moderate costs and benefits. Theories disagree about how adding additional lower benefit/lower cost or higher benefit/higher cost alternatives to this choice set will affect relative preferences for the initial set of alternatives. Prototype theory predicts that adding…
The Influence of Price Discount Framing on the Evaluation of a Product Bundle
Bundle offers consisting of two or more products often include a price discount. The impact of the price discount on the perceived attractiveness of the bundle has been shown to depend on which product is discounted. It has been argued that discounts are more effective when they are assigned to the product that will receive the most weight in the overall evaluation of the bundle. We propose that the perceived value of the discount may also depend…
Context-Dependent Effects of Goal Primes
We provide evidence that goal priming effects are context dependent. We show that goal primes encourage prime-consistent behavior when the behavioral context is common and prime-inconsistent behavior when the behavioral context is uncommon. While the prime-consistent behavior is compatible with existing theory, the prime-inconsistent behavior poses a theoretical challenge. We argue that uncommon behavioral contexts encourage the release of a prim…
Protection of Prior Learning in Complex Consumer Learning Environments
As a product category evolves, consumers have the opportunity to learn a series of feature-benefit associations. Initially, consumers learn that some features predict a critical benefit, whereas other features do not. Subsequently, consumers have the opportunity to assess if previously predictive features, or novel features, predict new product benefits. Surprisingly, later learning is characterized by attenuated learning about previously predict…
Asymmetries in the Sequential Learning of Brand Associations
The highlighting effect occurs when the order in which consumers learn about brands determines the strength of association between these brands and their attributes. In four experiments, we find that consumers more strongly associate common attributes with early learned brands and unique attributes with late-learned brands. These findings imply an advantage for late entrants when unique attributes offer a higher value than attributes that are com…
Assimilation and Contrast in Price Evaluations
How are price judgments influenced by the distribution of observed prices for other items in the same category? Processing goals will moderate price-judgment processes. When the processing goal is discrimination, price perceptions will be influenced by variations in range and ranks of prices in a distribution and contrast effects will be observed. For example, lowering the price of the lowest-priced product in a set will increase perceived expens…
Riding Coattails
New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded product are presented simultaneously with the co-branding information. In this case, the results of co-branding instead follow the predictions of adaptive…
A apropriação de John Dewey na Revista Brasileira de Estudos Pedagógicos (1944-1964)
O artigo analisa a presença de John Dewey nas páginas da Revista Brasileira de Estudos Pedagógicos, por meio de oitenta e oito matérias que mencionam o filósofo no período de 1944 a 1964, no intuito de compor um quadro analítico-descritivo sobre os vários modos de menção ao pensamento deweyano. As matérias foram classificadas em três categorias, de acordo com a relevância do nome Dewey no corpo dos textos, visando compreender quais aspectos do pe…
A Escola Renovada e a Família Desqualificada
Analisa o discurso educacional renovador veiculado no Brasil, entre 1944 e 1960, com vistas a discutir os referenciais utilizados para compreender as relações entre escola e família. Abstract This article analyses the discourse of educational renovation in Brazil, between 1944 and 1960. It discusses the concepts that were used to Understand the relationship betwen school and family. Résumé Le but de Ia presente étude est celui d'analyser le disco…
Comunicação e arte, ou a arte da comunicação, em John Dewey
Busca contribuir para elucidar as idéias de John Dewey contidas na formulação que vincula educação, comunicação e arte. Além disso, como aporte metodológico, procura mostrar que todo texto deve ser abordado em suas estratégias discursivas, como um conjunto articulado para afirmar determinados conceitos. O ponto de partida é a relevância atribuída à comunicação no processo educativo, conforme estabelecido por Dewey em Democracia e Educação. A anál…
When Learning Negative Brand Associations Leads to Positive Evaluations of Effectiveness
Research on associative learning suggests that marketers can enhance consumer attitudes by repeatedly pairing their brands with pleasant or “positively-valenced” stimuli (e.g., attractive models, babies, cute animals) rather than unpleasant or “negatively-valenced” stimuli (e.g., garbage cans and disgusting insects)—an evaluative conditioning effect also known as affect transfer. In this research, we combine the associative learning and the goal …
Psychology (7 obras) · Cognitive psychology (4 obras) · Computer Science (4 obras) · Mathematics (4 obras) · Philosophy (4 obras) · Social Psychology (4 obras) · Advertising (3 obras) · Association (psychology) (3 obras) · Business (3 obras) · Consumer Behavior in Brand Consumption and Identification (3 obras)