Senior Lecturer
Overview
Nicolas Pontes is a Senior Lecturer in Marketing at the UQ Business School and he holds a PhD and a Master of Science in Marketing, both with a focus on Branding. His industry experience include roles such as marketing research coordinator, marketing manager, and marketing consultant. He has more than nine years of teaching and research experience at leading universities in Australia where he had the role of Program Coordination for Advertising and IMC majors for both Undergraduate and Post-graduate levels. His research interests are in the area of consumer decision making and information processing with a particular interest in price and discount framing, price and promotion advertising, and consumer judgments of new products and brand extensions. This research has been published in the European Journal of Marketing, Psychology & Marketing, Journal of Retailing and Consumer Services, and Journal of Experimental Psychology: Applied and his work has been presented at international advertising and marketing conferences such as ACR-North America, American Marketing Association, and American Academy of Advertising.
Research context and relevance
The media landscape is changing as technology increases the speed of communication. In the age of information overload, where consumers can easily access large amounts of information, consumers’ attention span and willingness to process information thoroughly have decreased. Advertising messages that used to engage consumers in a standard 30 sec TV ad are now being designed to capture consumers’ attention in 5 seconds, trying to avoid a “Skip” button click (YouTube) or a “Story” swipe (Instagram). Consequently, the manner in which brands communicate with consumers also has changed. As a result, research needs to focus on how individuals use heuristics to make consumption decisions. In line with this trend, the overall goal of my research program is to provide managers with information and tools that will enable them to better communicate with consumers, facilitate consumer decision making process, and improve consumer experiences with products and services.
Research Interests
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Information processing and Decision Making
Framing symbolic vs. functional benefits, advertising claims and the skeptical consumer, framing of price promotion, gambling and financial decision making, and colour display effects -
Brand Management
Brand relationships, brand extensions, product-line extensions, and introduction of new products. -
Relationship Marketing
Loyalty programs, preferential treatment, rewards, consumer emotions and attachment.
Publications
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Journal Article: Oops, I've overshared! When social media influencers' self-disclosure damage perceptions of source credibility
Leite, Fernanda Polli, Pontes, Nicolas and de Paula Baptista, Paulo (2022). Oops, I've overshared! When social media influencers' self-disclosure damage perceptions of source credibility. Computers in Human Behavior, 133 107274. doi: 10.1016/j.chb.2022.107274
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Journal Article: Need for distinction moderates customer responses to preferential treatment
Pontes, Vivian, Greer, Dominique A., Pontes, Nicolas and Beatson, Amanda (2022). Need for distinction moderates customer responses to preferential treatment. Journal of Services Marketing, ahead-of-print (ahead-of-print). doi: 10.1108/jsm-02-2021-0053
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Journal Article: Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model
Schivinski, Bruno, Pontes, Nicolas, Czarnecka, Barbara, Mao, Wen, De Vita, Jennifer and Stavropoulos, Vasileios (2022). Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model. Journal of Product & Brand Management, ahead-of-print (ahead-of-print). doi: 10.1108/jpbm-05-2021-3468
Grants
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Understanding consumer perceptions of superfood products
(2021) Elite Medical Supplies
Supervision
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Consumer preference for a grocery store type due to the perception of local socio-economic benefits
Doctor Philosophy
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Price Promotion: how do consumers perceive 50% off versus 1/2 price deals?
(2022) Doctor Philosophy
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Influence of Service Robots on Consumer Experience in Retailing
Doctor Philosophy
Publications
Journal Article
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Leite, Fernanda Polli, Pontes, Nicolas and de Paula Baptista, Paulo (2022). Oops, I've overshared! When social media influencers' self-disclosure damage perceptions of source credibility. Computers in Human Behavior, 133 107274. doi: 10.1016/j.chb.2022.107274
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Need for distinction moderates customer responses to preferential treatment
Pontes, Vivian, Greer, Dominique A., Pontes, Nicolas and Beatson, Amanda (2022). Need for distinction moderates customer responses to preferential treatment. Journal of Services Marketing, ahead-of-print (ahead-of-print). doi: 10.1108/jsm-02-2021-0053
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Schivinski, Bruno, Pontes, Nicolas, Czarnecka, Barbara, Mao, Wen, De Vita, Jennifer and Stavropoulos, Vasileios (2022). Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model. Journal of Product & Brand Management, ahead-of-print (ahead-of-print). doi: 10.1108/jpbm-05-2021-3468
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The persuasiveness of metaphor in advertising
Septianto, Felix, Pontes, Nicolas and Tjiptono, Fandy (2021). The persuasiveness of metaphor in advertising. Psychology and Marketing, 39 (5), 951-961. doi: 10.1002/mar.21633
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Pontes, Vivian, Pontes, Nicolas, Greer, Dominique A. and Beatson, Amanda (2021). Thank you but no thank you: the impact of negative moral emotions on customer responses to preferential treatment. European Journal of Marketing, ahead-of-print (ahead-of-print), 3033-3058. doi: 10.1108/EJM-06-2019-0448
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Stopover destination attractiveness: A quasi-experimental approach
Pike, Steven, Pontes, Nicolas and Kotsi, Filareti (2021). Stopover destination attractiveness: A quasi-experimental approach. Journal of Destination Marketing & Management, 19 100514, 100514. doi: 10.1016/j.jdmm.2020.100514
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Spillover effects of competitive rivalry on brand extensions
Pontes, Nicolas and Pontes, Vivian (2021). Spillover effects of competitive rivalry on brand extensions. Journal of Brand Management, 28 (4), 402-412. doi: 10.1057/s41262-021-00234-w
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Feeling red lucky? The interplay between color and luck in gambling settings
Pontes, Nicolas and Williams, Laura Kai (2020). Feeling red lucky? The interplay between color and luck in gambling settings. Psychology and Marketing, 38 (1) 21408, 43-55. doi: 10.1002/mar.21408
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The culinary intangible cultural heritage of UNESCO: a review of journal articles in EBSCO platform
Oliveira, Bruno Santucci, Tricárico, Luciano Torres, Sohn, Ana Paula Lisboa and Pontes, Nicolas (2020). The culinary intangible cultural heritage of UNESCO: a review of journal articles in EBSCO platform. Journal of Culinary Science and Technology, 18 (2), 138-156. doi: 10.1080/15428052.2018.1513882
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The role of team identification on the sponsorship articulation–fit relationship
Pontes, Nicolas, Pontes, Vivian, Jin, Hyun Seung and Mahar, Chris (2020). The role of team identification on the sponsorship articulation–fit relationship. Journal of Sport Management, 35 (2), 1-13. doi: 10.1123/jsm.2019-0401
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The red-derogation effect: how the color red affects married women's ratings of male attractiveness
Pontes, Nicolas and Hoegg, JoAndrea (2019). The red-derogation effect: how the color red affects married women's ratings of male attractiveness. Journal of Experimental Psychology: Applied, 26 (3), 551-565. doi: 10.1037/xap0000256
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The effect of product line endpoint prices on vertical extensions
Pontes, Nicolas Goncalves (2018). The effect of product line endpoint prices on vertical extensions. European Journal of Marketing, 52 (3/4), 575-595. doi: 10.1108/ejm-01-2016-0005
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Pontes, Nicolas, Palmeira, Mauricio and Jevons, Colin (2017). Brand expertise and perceived consistency reversals on vertical line extensions: the moderating role of extension direction. Journal of Retailing and Consumer Services, 34, 209-218. doi: 10.1016/j.jretconser.2016.10.003
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Framing as status or benefits? Consumers' reactions to hierarchical loyalty program communication
Palmeira, Mauricio, Pontes, Nicolas, Thomas, Dominic and Krishnan, Shanker (2016). Framing as status or benefits? Consumers' reactions to hierarchical loyalty program communication. European Journal of Marketing, 50 (3/4), 488-508. doi: 10.1108/EJM-02-2014-0116
Grants (Administered at UQ)
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Understanding consumer perceptions of superfood products
(2021) Elite Medical Supplies
PhD and MPhil Supervision
Current Supervision
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Consumer preference for a grocery store type due to the perception of local socio-economic benefits
Doctor Philosophy — Principal Advisor
Other advisors:
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Influence of Service Robots on Consumer Experience in Retailing
Doctor Philosophy — Associate Advisor
Other advisors:
Completed Supervision
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Price Promotion: how do consumers perceive 50% off versus 1/2 price deals?
(2022) Doctor Philosophy — Principal Advisor
Other advisors:
