Mauricio Palmeira

Mauricio Palmeira

Associate Professor
Campus: St. Petersburg
Room: LPH 422
Phone: 727-873-4894

Mauricio Palmeira is an associate professor of marketing at USF's Muma College of Business in St. Petersburg. His research investigates issues in consumer behavior, social perceptions, advice taking and branding.

He has published numerous articles in some of the best journals, including Journal of Consumer Research, Organizational Behavior and Human Decision Processes, Journal of Consumer Psychology, Journal of Retailing, and Journal of Experimental Social Psychology. Mauricio has been in the faculties of Sungkyunkwan University's Graduate School of Business in Seoul (South Korea) and Monash University in Melbourne (Australia).

Palmeira has a PhD in business administration from Indiana University and a bachelor's degree in Electrical Engineering and an MBA from Pontifical Catholic University of Rio de Janeiro, Brazil.


  • MAR6508 - Consumer Insights

  • MAR6735 - Digital Marketing


  • Palmeira, M. (2020). Advice in the presence of external cues: The impact of conflicting judgments on perceptions of expertise. Organizational Behavior and Human Decision Processes, 156(January), 82-96.
  • Palmeira, M., Spassova, G. & Quoidbach, J. (2020). You're not yelping your case: The unexpected social consequences of negative word of mouth. European Journal of Marketing,
  • Palmeira, M., Andrade, E., Sharifi, S., Mao, W. & Jacob, J. (2019). The influence of arbitrary breakpoints on judgments of maximum output. Journal of Consumer Psychology,
  • Palmeira, M., Lei, J. & Valenzuela, A. (2019). Impact of vertical line extensions on brand attitudes and new extensions. European Journal of Marketing, 53(2), 299-319.
  • Spassova, G., Palmeira, M. & Andrade, E. (2018). A ratings pattern heuristic in judgments of expertise: When being right looks wrong. Organizational Behavior and Human Decision Processes, 147(2018), 26-47.

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  • Sharifi, S., Palmeira, M., Ma, J. & Spassova, G. (2017). The impact of service failure and recovery on target and observing customers: A comparative study. Journal of Hospitality Marketing & Management, 26(8), 889-910.
  • 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(2017), 209-218.
  • Palmeira, M., Pontes, N., Thomas, D. & Krishnan, S. (2016). Framing as status or benefits? Consumers' reactions to hierarchical loyalty program communication. European Journal of Marketing, 50(3/4), 488-508.
  • Palmeira, M. (2015). Abstract language signals power, but also lack of action orientation. Journal of Experimental Social Psychology, 61(2015), 59-63.
  • Palmeira, M., Spassova, G. & Keh, H. (2015). Other-serving bias in advice-taking: When advisors receive more credit than blame. Organizational Behavior and Human Decision Processes, 130(2015), 13-25.
  • Palmeira, M. & Spassova, G. (2015). Consumer reactions to professionals who use decision aids. European Journal of Marketing, 49(3/4), 302-326.
  • Palmeira, M. (2014). The interplay of products from the same product line: The role of brand reputation. European Journal of Marketing, 48(9/10), 1648-1663.
  • Palmeira, M. (2014). Intuitions in conflict: Preference reversals due to switch between sensitization and diminishing sensitivity. Journal of Behavioral Decision Making, 27(2), 124-133.
  • Palmeira, M. & Srivastava, J. (2013). Free offer = cheap product: A selective accessibility perspective on the effect of free offers on product valuation. Journal of Consumer Research, 40(4), 644-656.
  • Palmeira, M. & Thomas, D. (2011). Two-tier store brands: The benefic impact of a value brand on a premium brand. Journal of Retailing, 87(4), 540-548.
  • Palmeira, M. (2011). The zero-comparison effect. Journal of Consumer Research, 38(June), 16-26.
  • Palmeira, M. & Krishnan, H. (2008). Criteria instability and the isolated option effect. Organizational Behavior and Human Decision Processes, 106(2), 153-167.