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 and managerial decision making.

He has published numerous articles in some of the best journals, including Journal of Consumer Research, Journal of Marketing Research, Organizational Behavior and Human Decision Processes, Journal of Personality and Social Psychology, Journal of Consumer PsychologyJournal of Retailing, European Journal of Marketing and Journal of Experimental Social Psychology. Before joining USF, Mauricio worked at Sungkyunkwan University's Graduate School of Business in Seoul (South Korea) and Monash University in Melbourne (Australia).

He 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


  • Koo, Minjung, Suyeon Jung, Mauricio Palmeira, and Kyeungheui Kim (in press), “When Helping Hurts: Receiving Help Toward the End (vs. Beginning) Undermines Psychological Ownership and Consumer Well-Being,” Journal of Personality and Social Psychology.

  • Palmeira, Mauricio and Kunter Gunasti (in press), “The Conflict Between Partnership and Fairness in the Decision of Whom to Help,” Journal of Business Ethics.

  • Jung, Wonsuk, Joann Peck, Mauricio Palmeira and Kyeungheui Kim (2022), “Product Line Extensions Hurts the Brand Owners: Psychological Ownership as a Mediator,” Journal of Marketing Research.

  • Palmeira, Mauricio (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, Mauricio, Eduardo Andrade, Shahin Sharifi, Wen Mao, and Jorge Jacob (2020), “The Influence of Arbitrary Breakpoints on Judgments of Maximum Output,” Journal of Consumer Psychology, 30 (2), 260-276.

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  • Spassova, Gerri, Mauricio Palmeira and Eduardo Andrade (2018), “A Ratings Pattern Heuristic in Judgments of Expertise: When Being Right Looks Wrong,” Organizational Behavior and Human Decisions Process, 147 (July), 26-47.