Dr Nicolas Pontes
Senior Lecturer
School of Business
+61 7 336 56561
Room 442, Colin Clark Building (39), St. Lucia Campus
Researcher biography
Nicolas Pontes is a Senior Lecturer in Marketing at the UQ Business School and he holds a PhD and a MSc in Marketing, both with a focus in Branding. His industry experience include roles such as marketing research coordinator, marketing manager, and marketing consultant. He has a large experience in teaching and research at leading universities in Australia, where he has had the role of Program Coordinator for Advertising and IMC majors at both Undergraduate and Post-Graduate levels. Dr Pontes is also the Founder and Academic Advisor at Newish Communications Inc., the first student-run communications agency in Australia. His research interests are in the area of consumer decision-making and information processing with a particular interest in online consumer behaviour, social media engagement, price and promotion advertising, and branding. His research has been published in the European Journal of Marketing, Psychology & Marketing, Computers in Human Behavior, Journal of Experimental Psychology: Applied, Journal of Services Marketing, Journal of Retailing and Consumer Services, Journal of Product & Brand Management, and Journal of Brand Management. His work has also been presented at international advertising and marketing conferences such as Association for Consumer Research [North America], American Marketing Association, and American Academic of Advertising.
Research Supervision I am not accepting new HDR (Mphil or PhD) students.
Journal Articles
Hasni, Muhammad Junaid Shahid, Rehman, Mohsin Abdur, Pontes, Nicolas and Yaqub, Muhammad Zafar (2025). Health Star Rating Labels: A systematic review and future research agenda. Food Quality and Preference, 122 105310, 105310. doi: 10.1016/j.foodqual.2024.105310
Arango, Luis, Septianto, Felix and Pontes, Nicolas (2024). The role of conventional meat unnaturalness in cultured meat acceptance: a test of holistic mindset. Appetite, 203 107656, 1-10. doi: 10.1016/j.appet.2024.107656
Pontes, Nicolas, Leite, Fernanda Polli and Goyeneche, David (2024). Framing brand concept of vertical line extensions: the moderating role of believability. Journal of Consumer Behaviour, 23 (5), 2279-2290. doi: 10.1002/cb.2337
Leite, Fernanda Polli, Pontes, Nicolas and Septianto, Felix (2024). To share or not to share: when is influencer self‐disclosure perceived as appropriate?. Journal of Consumer Behaviour, 23 (5), 2585-2598. doi: 10.1002/cb.2361
Leite, Fernanda Polli, Septianto, Felix and Pontes, Nicolas (2024). 'Meat' the Influencers: Crafting Authentic Endorsements that Drive Willingness to Buy Cultured Meat. Appetite, 199 107401, 1-14. doi: 10.1016/j.appet.2024.107401
Leite, Fernanda Polli, Pontes, Nicolas and Schivinski, Bruno (2024). Influencer marketing effectiveness: giving competence, receiving credibility. Journal of Travel and Tourism Marketing, 41 (3), 307-321. doi: 10.1080/10548408.2024.2317748
Hamzah, Muhammad Iskandar and Pontes, Nicolas (2024). What drives car buyers to accept a rejuvenated brand? the mediating effects of value and pricing in a consumer-brand relationship. Journal of Strategic Marketing, 32 (2), 114-136. doi: 10.1080/0965254x.2022.2129749
Nguyen, Mai, Pontes, Nicolas, Malik, Ashish, Gupta, Jaya and Gugnani, Ritika (2024). Impact of high involvement work systems in shaping power, knowledge sharing, rewards and knowledge perception of employees. Journal of Knowledge Management, 28 (6), 1771-1792. doi: 10.1108/JKM-04-2023-0345
Ang, Ming Yang Avon, Pontes, Nicolas and France, Cassandra (2024). Unsustainable burgers? Deploying carbon footprint labels to enhance sustainability perceptions of animal-based food products. Journal of Retailing and Consumer Services, 76 103567, 1-10. doi: 10.1016/j.jretconser.2023.103567
Santucci de Oliveira, Bruno, Sohn, Ana Paula Lisboa and Pontes, Nicolas (2024). Inteligência emocional no Turismo: um estudo sobre os trabalhadores de empresas de foodservice no Sul do Brasil. Pasos: Revista De Turismo Y Patrimonio Cultural, 22 (1), 91-102. doi: 10.25145/j.pasos.2024.22.006
Arango, Luis, Septianto, Felix and Pontes, Nicolas (2023). Challenging cultured meat naturalness perceptions: The role of consumers’ mindset. Appetite, 190 107039, 107039. doi: 10.1016/j.appet.2023.107039
Nguyen, Mai, Casper Ferm, Lars‐Erik, Quach, Sara, Pontes, Nicolas and Thaichon, Park (2023). Chatbots in frontline services and customer experience: an anthropomorphism perspective. Psychology and Marketing, 40 (11), 2201-2225. doi: 10.1002/mar.21882
Fiestas Lopez Guido, Jorge Carlos, Kim, Jee Won, Popkowski Leszczyc, Peter T. L., Pontes, Nicolas and Tuzovic, Sven (2023). Retail robots as sales assistants: how speciesism moderates the effect of robot intelligence on customer perceptions and behaviour. Journal of Service Theory and Practice, 34 (1), 127-154. doi: 10.1108/jstp-04-2023-0123
Ang, Ming Yang Avon, Pontes, Nicolas and France, Cassandra (2023). The influence of health star rating labels on plant-based foods: the moderating role of consumers’ believability. Food Quality and Preference, 107 104827. doi: 10.1016/j.foodqual.2023.104827
Smart, Megan Ashleigh and Pontes, Nicolas (2023). The role of consumer restraint versus indulgence on purchase intentions of hybrid meat analogues. Food Quality and Preference, 104 104738, 1-9. doi: 10.1016/j.foodqual.2022.104738
de Oliveira, Bruno Santucci, Lisboa Sohn, Ana Paula, Pontes, Nicolas and Glavas, Charmaine (2023). Emotional intelligence and stress coping style in the foodservice industry in Brazil. Journal of Human Resources in Hospitality and Tourism, 22 (2), 212-238. doi: 10.1080/15332845.2023.2153562
Polli Leite, Fernanda , 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, 107274. doi: 10.1016/j.chb.2022.107274
Septianto, Felix, Pontes, Nicolas and Tjiptono, Fandy (2022). The persuasiveness of metaphor in advertising. Psychology and Marketing, 39 (5), 951-961. doi: 10.1002/mar.21633
Pontes, Vivian, Greer, Dominique A., Pontes, Nicolas and Beatson, Amanda (2022). Need for distinction moderates customer responses to preferential treatment. Journal of Services Marketing, 37 (4), 409-419. doi: 10.1108/jsm-02-2021-0053
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, 31 (7), 1047-1062. doi: 10.1108/jpbm-05-2021-3468
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, 55 (12), 3033-3058. doi: 10.1108/EJM-06-2019-0448
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
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
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
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
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
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
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
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
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
Conference Papers
Leite, F. and Pontes, N. (2025). What’s in a username? How username shapes influencers’ social media engagement. Association for Consumer Research (ACR) North American Conference, Washington, DC United States, 2025.
Goyeneche, D., Pontes, N. and Popkowski-Leszczyc, P. (2024). Robots and Consumer Self-Perceived Competence. Australian and New Zealand Marketing Academy Conference (ANZMAC), Hobart, TAS Australia, 2 - 4 December 2024. ANZMAC.
Pontes, V., Pontes, N. and Goyeneche, D. (2024). Moral agency and status validation in service robot agents. AMA SERVSIG, Bordeaux, France, 5-8 June 2024.
Leite, F., Casper Ferm, L.E., Arango, L. and Pontes, N. (2024). Service Robots' Emotional Facial Expressions. Australian and New Zealand Marketing Academy Conference (ANZMAC), Hobart, TAS Australia, 2 - 4 December 2024. ANZMAC.
Fiestas, J.C., Popkowski-Leszczyc, P., Pontes, N. and Tuzovic, S. (2024). Influence of speciesism in human-robot master-servant relationships. Australian and New Zealand Marketing Academy Conference, Dunedin, New Zealand, 1-3 December 2023.
Leite, F., Pontes, N. and Septianto, F. (2023). Influencer Marketing Effectiveness: Give Competence, Receive Credibility. Australian and New Zealand Marketing Academy Conference (ANZMAC), Dunedin, New Zealand, 4 - 6 December 2023. ANZMAC.
Nguyen, Mai, Casper Ferm, Lars-Erik, Thaichon, Sara, Pontes, Nicolas and Thaichon, Park (2023). Chatbots in frontline services and customer experience: An anthropomorphism perspective. Australian and New Zealand Marketing Academy Conference (ANZMAC), Dunedin, New Zealand, 4-6 December 2023.
Liu, X., Popkowski Leszczyc, P. and Pontes, N. (2023). Embarrassing Service Encounters: Should Service Providers be Direct or Polite?. Australian and New Zealand Marketing Academy Conference (ANZMAC), Dunedin, New Zealand, 4 - 6 December 2023. ANZMAC.
Goyeneche, D., Pontes, V. and Pontes, N. (2023). Improving the customer experience via automated agents. Association for Consumer Research (ACR) North American Conference, Seattle, WA United States, 26-28 October 2023.
Fiestas, J., Popkowski-Leszczyc, P., Pontes, N. and Tuzovic, S. (2023). Humanoid Service Robots and Identity Threat. Frontiers in Service, Maastricht, Netherlands, 15-18 June 2023.
Goyeneche, D., Pontes, N. and Popkowski-Leszczyc, P. (2023). Humanoid Service Social Robots. Australian and New Zealand Marketing Academy Conference (ANZMAC), Dunedin, New Zealand, 4 - 6 December 2023. ANZMAC.
Goyeneche, D., Pontes, V. and Pontes, N. (2023). Social robots and consumers’ deservingness of preferential treatment. Australian and New Zealand Marketing Academy Conference (ANZMAC), Dunedin, New Zealand, 4 - 6 December 2023. ANZMAC.
Arango, Luis, Septianto, Felix and Pontes, Nicolas (2023). Challenging clean meat naturalness perceptions: The role of consumer mindsets. Australian and New Zealand Marketing Academy Conference, Dunedin, New Zealand, 4-6 December 2023.
Pontes, N., Leite, F. and Goyeneche, D. (2023). Framing brand concept on vertical line extensions: The moderating role of ad believability. Australian and New Zealand Marketing Academy Conference (ANZMAC), Dunedin, New Zealand, 4 - 6 December 2023. ANZMAC.
Pontes, V., Greer, D. and Pontes, N. (2022). Morality, emotions and relationship marketing. Association for Consumer Research (ACR) North American Conference, Denver, CO United States, 20-22 October 2022.
Fiestas, J., Popkowski Leszczyc, P., Pontes, N. and Tuzovic, S. (2022). Consumer Fears Towards Humanoid Social Robots. Australian and New Zealand Marketing Academy Conference (ANZMAC), Melbourne, VIC Australia, 5-7 December 2022. ANZMAC.
Pontes, V. and Pontes, N. (2021). Perceived harm and the need for distinction. Australian and New Zealand Marketing Academy Conference (ANZMAC), Melbourne, VIC Australia, 29 November - 1 December 2021. ANZMAC.
Sutrisno, R. and Pontes, N. (2021). Processing fluency explains price deal framing attractiveness. Australian and New Zealand Marketing Academy Conference (ANZMAC), Melbourne, VIC Australia, 29 November - 1 December 2021. ANZMAC.
Sutrisno, R. and Pontes, N. (2021). Consumer perception toward price promotions as 50% Off versus ½ Price: Structured Abstract. AMS World Marketing Congress, Brisbane, QLD Australia, 13-16 July 2021.
Fiestas, J., Popkowski Leszczyc, P., Pontes, N. and Tuzovic, S. (2021). Human-robotic psychology: The influence of speciesism on human-robot interaction. Frontiers in Services, Philadelphia, PA United States, 10-13 June 2021.
Fiestas, J., Popkowski Leszczyc, P., Pontes, N. and Tuzovic, S. (2021). Consumers’ resistance to humanoid social robots. Australian and New Zealand Marketing Academy Conference (ANZMAC), Melbourne, VIC Australia, 29 November - 1 December 2021. ANZMAC.
Pontes, N., Pontes, V., Jin, H. S. and Mahar, C. (2020). The interplay of team identification and perceived sponsor sincerity on the sponsorship articulation-fit relationship. European Marketing Academy Conference (EMAC), Budapest, Hungary, 16 - 19 September 2020. EMAC.
Pontes, N. and Pontes, V. (2020). The role of emotions on consumer responses to preferential treatment. European Marketing Academy Conference (EMAC), Budapest, Hungary, 16 - 19 September 2020. EMAC.
Pontes, V. and Pontes, N. (2020). Moral emotions and consumer responses to preferential treatment. Emerging Markets Conference Board (EMCB), Ljubljana, Slovenia, 2 - 3 June 2020.
Sutrisno, R. and Pontes, N. (2020). Which deal is more attractive for consumers: 50% off or ½ price?. Emerging Markets Conference Board (EMCB), Ljubljana, Slovenia, 2 - 3 June 2020.
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 United States, 26-29 October 2017.
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 United States, 26-29 October 2017.
Pontes, N. and Hoegg, J. (2017). The red derogation effect. Association for Consumer Research (ACR) North American Conference, San Diego, CA United States, 26-29 October 2017.
Taylor, E., McAllister, A., Huddleston, P., Kerr, G., Richards, J. and Pontes, N. (2015). Challenges in Participant Recruitment and Data Collection – A Multi-national Perspective. American Academy of Advertising - Global Conference, Auckland, New Zealand, 9 - 12 July 2015.
Pontes, V. and Pontes, N. (2014). Enhancing perceived fit on competitive settings. Australian and New Zealand Marketing Academy Conference (ANZMAC), Brisbane, QLD Australia, 1–3 December 2014. ANZMAC.
Pontes, N. (2014). Increasing attractiveness of high-end products. CLAV – Congresso Latino-Americano de Varejo, São Paulo, Brazil, 23 - 24 October 2014.
Pontes, N., Palmeira, M. and Jevons, C. (2012). Diminishing effects of perceived fit on vertical line extensions. AMA Summer Educator’s Conference, Chicago, IL United States, 17-19 August 2012. Red Hook, NY United States: Curran Associates.
Pontes, N., Palmeira, M. and Jevons, C. (2012). Asymmetric price range effects on vertical brand extensions. AMA Winter Educator’s Conference, St. Petersburg, FL United States, 17-19 February 2012. Red Hook, NY United States: Curran Associates.
Pontes, N., Palmeira, M. and Jevons, C. (2011). Range effects on vertical brand extensions. Association for Consumer Research (Asia-Pacific), Beijing, China, 16-18 June 2011.
Pontes, N., Palmeira, M. and Jevons, C. (2010). Price effects on vertical brand extensions. 6th Thought Leaders International Conference in Brand Management, Lugano, Switzerland, 18-20 April 2010.
Pontes, Nicolas and Jevons, Colin (2009). Vertical brand extensibility: a conceptual framework. Australian and New Zealand Marketing Academy Conference (ANZMAC), Melbourne, VIC Australia, 30 November-2 December 2009.