Dr Nicolas Pontes
This person does not currently hold a position at QUT.
Nicolas Pontes is the Program coordinator for all Advertising & IMC Undergraduate and Post-graduate majors at the QUT Business School. He holds a PhD and a Master of Science in Marketing, and a Bachelor in Business Administration. He has worked as a marketing research coordinator, marketing manager, and as a pricing consultant for leading organizations in Brazil. His research has been published at the European Journal of Marketing, Journal of Retailing and Consumer Services, and his work has been presented at leading international marketing conferences.
Research program statement
The media landscape changes as technology increases the speed of communication. In the age of information overload, where consumers can easily access high amounts of information, consumers’ attention span and willingness to process information thoroughly has decreased. Advertising messages that used to be created to engage consumers in a 30sec standard TV Ad, are now being design to capture consumers’ attention within 5 seconds to avoid a “Skip” button click. In consequence, the manner in which brands communicate with consumers also has changed and understanding how individuals use cognitive heuristics and their biases to make important consumption decisions have become ever more relevant. In line with this context, the overall goal of my research program is to provide managers with information and tools that will enable them to communicate better with consumers, facilitating their decision making process and improving consumer perceptions and experiences of products and services. My research focuses on how consumers process information and make decisions. I have a particular interest in price and discount framing, price and promotion displays, colour effects, and judgments of new products and brand extensions. These research interests are applicable to a variety of contexts and research streams such as brand management, advertising, retailing, risk taking, gambling, loyalty programs, and preferential treatment.
Pontes, N. (2018) “The effect of product line endpoint prices on vertical extensions”, European Journal of Marketing, 52(3/4), pp. 575-595.
Pontes, N., Palmeira, M, Jevons, C. (2017) “Brand expertise and perceived consistency reversals on vertical line extensions: the moderating role of extension direction.”, Journal of Retailing and Consumer Services, 34 (1), 209-218.
Palmeira, M., Pontes, N., Thomas, D., Shanker, K. (2016). “Framing as status or benefits? Consumers’ reactions to hierarchical loyalty program communication”, European Journal of Marketing, 50(3/4), pp. 488-508.
B. Paper under review and working papers
“Sports fans reactions to sponsorship articulations: the role of message” with Chris Mahar and Larry Neale – RR, under review (2nd round) at the European Journal of Marketing.
Pontes, N. and Hoegg, J. “Red-derogation effect of married women viewing men” – Under Review at the British Journal of Psychology
Pontes, N. “Framing status versus performance: the role of consumers believability of advertising claims of vertical extensions” – (preparing manuscript for submission to the Journal of Advertising)
Pontes, N. “Competitive rivalry and Brand Extensions” – Under Review at the Journal of Business Research
Rivan, S. Pontes, N., and Chris Janiszewski “50% off or ½ price? Consumer perceptions of price deals framing” (preparing manuscript for submission to the Journal of Consumer Research)
C. Conference Presentations
Pontes, N. and Pontes, V. (2017), “The effect of competitive rivalry associations on brand extensions”, Association for Consumer Research (ACR) North American Conference, San Diego, CA.
Pontes, N. and Hoegg, J. (2017), “The red derogation effect”, Association for Consumer Research (ACR) North American Conference, San Diego, CA.
Pontes, V, Pontes, N., and Greer, D. (2017), “Being good versus being the better: consumer responses to preferential treatment”, Association for Consumer Research (ACR) North American Conference, San Diego, CA.
Taylor, E., McAllister, A., Huddleston, P., Kerr, G. Richards, J., Pontes, N. (2015) “Challenges in Participant Recruitment and Data Collection – A Multi-national Perspective”, American Academy of Advertising Global Conference, Auckland, New Zealand.
Pontes, V. and Pontes, N (2014), “Enhancing perceived fit on competitive settings”, Australian and New Zealand Marketing Academy Conference (ANZMAC), Brisbane, Australia.
Pontes, N. (2014). “Increasing attractiveness of high-end products”, CLAV – Congresso Latino-Americano de Varejo, São Paulo, Brazil.
Pontes, N., Palmeira, M, Jevons, C. (2012). “Diminishing effects of perceived fit on vertical line extensions”, AMA Summer Educator’s Conference, Chicago, Illinois.
Pontes, N., Palmeira, M, Jevons, C. (2012). “Asymmetric price range effects on vertical brand extensions”, AMA Winter Educator’s Conference, St. Petersburg, Florida.
Pontes, N., Palmeira, M, Jevons, C. (2011). “Range effects on vertical brand extensions”, Association for Consumer Research (Asia-Pacific), Beijing, China.
Pontes, N., Palmeira, M, Jevons, C. (2010), “Price effects on vertical brand extensions”, 6thThought Leaders International Conference in Brand Management, Lugano, Switzerland.
Pontes, N. and Jevons, C. (2009), “Vertical brand extensibility: a conceptual framework”, Australian and New Zealand Marketing Academy Conference (ANZMAC), Melbourne, Australia.
branding, price perception, information processing, framing, color effects, social comparisons.
Field of Research code, Australian and New Zealand Standard Research Classification (ANZSRC), 2008
- Doctor of Philosophy (Monash University)
Professional memberships and associations
- Palmeira M, Pontes N, Thomas D, Krishnan H, (2016) Framing as status or benefits: Consumers' reactions to hierarchical loyalty program communication, European Journal of Marketing, 50 (3 - 4) p488