Marcus Cunha Jr.

Marcus Cunha Jr. is an Associate Professor of Marketing at the Terry College of Business, University of Georgia. His research focuses on consumer behavior, decision-making processes, and branding strategies. He holds a PhD in Marketing from the University of Florida (2003) and prior degrees from Universidade Federal do Rio Grande do Sul.

• PhD in Marketing, University of Florida, 2003
• MS in Marketing, Universidade Federal do Rio Grande do Sul, 1998
• BSBA in Marketing, Universidade Federal do Rio Grande do Sul, 1995

His research interests include learning, memory, pricing strategies, and the psychological mechanisms behind consumer decisions. Key areas of exploration involve how consumers process information, form brand perceptions, and navigate uncertainty in purchasing contexts.

His recent work examines cognitive processing in consumer scams, the impact of negative brand associations, and decision-making under risk. He has published in top journals like Journal of Consumer Research, Journal of Marketing, and Marketing Science.

• Terry Outstanding Faculty Award (2019)
• Hugh O. Nourse MBA Teacher Award (2016)
• Multiple teaching recognitions from the University of Georgia (2012–2013)

He has served as Graduate Coordinator at the University of Georgia and held prior roles at the University of Washington. His editorial roles include serving on the boards of Journal of Marketing Research and Journal of Consumer Psychology.