Overview
Background
Nicolas Pontes is an Award-winning academic who brings his prior industry experience in roles such as marketing research coordinator, marketing manager, and marketing consultant to his teaching and research practices. Dr Pontes has had the role of Program Coordinator for Advertising and IMC majors at both Undergraduate and Post-Graduate levels and he is 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.
Availability
- Associate Professor Nicolas Pontes is:
- Not available for supervision
Fields of research
Research interests
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Information processing and Decision Making
Framing product benefits, advertising claims and the skeptical consumer, framing of price promotion, colour display effects
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Social Media Marketing and Social Media Influencers
Influencer engagement, consumer-influencer relationships, advertising.
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Relationship Marketing
Loyalty programs, preferential treatment, rewards, consumer emotions and attachment, and AI and Service Robots in service encounters.
Works
Search Professor Nicolas Pontes’s works on UQ eSpace
2016
Journal Article
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
2015
Conference Publication
Challenges in Participant Recruitment and Data Collection – A Multi-national Perspective
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.
2014
Conference Publication
Enhancing perceived fit on competitive settings
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.
2014
Conference Publication
Increasing attractiveness of high-end products
Pontes, N. (2014). Increasing attractiveness of high-end products. CLAV – Congresso Latino-Americano de Varejo, São Paulo, Brazil, 23 - 24 October 2014.
2012
Conference Publication
Diminishing effects of perceived fit on vertical line extensions
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.
2012
Conference Publication
Asymmetric price range effects on vertical brand extensions
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.
2011
Conference Publication
Range effects on vertical brand extensions
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.
2010
Conference Publication
Price effects on vertical brand extensions
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.
2009
Conference Publication
Vertical brand extensibility: a conceptual framework
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.
Supervision
Availability
- Associate Professor Nicolas Pontes is:
- Not available for supervision
Supervision history
Current supervision
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Doctor Philosophy
Environmental Activism by Non-Green Influencers: The Role of Perceived Sincerity of Motive in Shaping Sustainable Brand Image
Principal Advisor
Other advisors: Dr Cassandra France
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Master Philosophy
The New Face of Advertising: What Shapes the Effectiveness of AI-Generated Ads?
Principal Advisor
Other advisors: Dr Cassandra France
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Doctor Philosophy
What Makes Brands Authentic in their Relationships with Consumers? The Role of Influencers Self-Disclosure on Brand Authenticity.
Principal Advisor
Other advisors: Associate Professor Felix Septianto
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Doctor Philosophy
The adoption of service robots: A comparison between people-processing and possession-processing service settings
Associate Advisor
Other advisors: Professor Peter Popkowski-Leszczyc
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Doctor Philosophy
An Examination of Consumer Mindsets in the Context of Cultured Meat
Associate Advisor
Other advisors: Associate Professor Felix Septianto
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Doctor Philosophy
Using Image and Message Framing to Encourage Consumers to Reduce Plastic Waste
Associate Advisor
Other advisors: Associate Professor Ravi Pappu
Completed supervision
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2025
Doctor Philosophy
Service Robots and Consumer Self-Perception: A Theoretical and Empirical Investigation of Service Interactions
Principal Advisor
Other advisors: Professor Peter Popkowski-Leszczyc
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2022
Doctor Philosophy
Price Promotion: how do consumers perceive 50% off versus 1/2 price deals?
Principal Advisor
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2024
Doctor Philosophy
Humanoid Social Robots in Retailing: Barriers to Consumer Use
Associate Advisor
Other advisors: Professor Peter Popkowski-Leszczyc
Media
Enquiries
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