Kunter Gunasti

Washington State University

Assistant Professor

386 Todd Addition

Carson School of Business

Pullman, WA Whitman 99164

United States

SCHOLARLY PAPERS

11

DOWNLOADS

423

SSRN CITATIONS
Rank 36,014

SSRN RANKINGS

Top 36,014

in Total Papers Citations

10

CROSSREF CITATIONS

9

Scholarly Papers (11)

1.

How and When Alphanumeric Brand Names Affect Consumer Preferences

Gunasti, Kunter and William T. Ross (2010) “How and When Alphanumeric Brand Names Affect Consumer Preferences,” Journal of Marketing Research, 47(Dec), 1177-1192
Number of pages: 16 Posted: 06 Mar 2015
Kunter Gunasti and William T. Ross
Washington State University and Pennsylvania State University - Department of Marketing
Downloads 69 (358,974)
Citation 6

Abstract:

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alphanumeric brand name, branding strategy, numeric processing, missing information, inference making, brand name heuristic, missing attribute, choice, preference

2.

Creating an Environment in Which Youths Are Encouraged to Eat a Healthier Diet

Goldberg, Marvin and Kunter Gunasti (2007) “Creating an Environment in Which Children and Youths are Encouraged to Eat a Healthier Diet,” Journal of Public Policy and Marketing, 26(2), 162-81.
Number of pages: 21 Posted: 06 Mar 2015
Marvin E. Goldberg and Kunter Gunasti
Pennsylvania State University - Department of Marketing and Washington State University
Downloads 69 (358,974)

Abstract:

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obesity, marketing, childhood obesity, health, public policy

3.

How Inferences About Missing Attributes Decrease the Tendency to Defer Choice and Increase Purchase Probability

Journal of Consumer Research, Vol. 35, 2009
Number of pages: 15 Posted: 06 Mar 2015
Kunter Gunasti and William T. Ross
Washington State University and Pennsylvania State University - Department of Marketing
Downloads 64 (373,327)

Abstract:

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inference making, missing information, missing attribute, choice deferral, choice, preference, uncertainty, decision making

4.

Original Brands in Competition Against High Quality Copycats

European Journal of Marketing, 2018
Number of pages: 45 Posted: 20 Oct 2018
Hang Nguyen and Kunter Gunasti
Michigan State University and Washington State University
Downloads 57 (395,457)

Abstract:

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Brand Equity, Brand Identity

5.

How Competitor Brand Names Affect Within-Brand Choices

Gunasti, K., Devezer, B., How Competitor Brands Affect Within-Brand Choice. 2016, Marketing Letters. 27: 715, DOI:10.1007/s11002-015-9374-x
Number of pages: 23 Posted: 04 May 2015 Last Revised: 15 Nov 2016
Kunter Gunasti and Berna Devezer
Washington State University and University of Idaho
Downloads 46 (434,485)

Abstract:

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alphanumeric brand names; branding; numerical cognition; product attributes; context effects; choice; competition

6.

Consumer Reactions to Round Numbers in Brand Names

Gunasti, Kunter and Timucin Ozcan ” Consumer Reactions to Round Numbers in Brand Names,” 2016, Marketing Letters. 27(2): 309–322, DOI:10.1007/s11002-014-9337-7
Number of pages: 22 Posted: 06 Mar 2015 Last Revised: 15 Nov 2016
Kunter Gunasti
Washington State University
Downloads 38 (467,242)
Citation 2

Abstract:

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Round numbers, Brand names, Alphanumeric, Complete products, Numerical processing

7.

Is it the 'Alpha' or the 'Numeric'?: Consumers’ Evaluation of Letter versus Number Changes in Alphanumeric Brand Names

JOURNAL OF BRAND MANAGEMENT (Forthcoming)
Number of pages: 35 Posted: 10 Aug 2015
Selcan Kara, Kunter Gunasti and William T. Ross
University of Connecticut, Washington State University and Pennsylvania State University - Department of Marketing
Downloads 30 (505,065)
Citation 1

Abstract:

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Alphanumeric brand names, number cognition, letter cognition, alignability, Selective Accessibility Model, anchoring

8.

The Effects of Compensatory Inferences for Attributes on the Choice of Incomplete Product Options

Journal of Business Research, Vol. 68, 2015
Number of pages: 9 Posted: 06 Mar 2015
Kunter Gunasti and William T. Ross
Washington State University and Pennsylvania State University - Department of Marketing
Downloads 29 (510,317)

Abstract:

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Inference making, Decision making, Prompted inference, Incomplete options, Missing information, Compensatory inferences

9.

Is a $200 Nordstrom Gift Card Worth More or Less Than a $200 Gap Gift Card? The Asymmetric Valuations of Luxury Gift Cards

Journal of Retailing, Forthcoming, Doi.org/10.1016/j.jretai.2018.07.002
Number of pages: 37 Posted: 20 Oct 2018
Kunter Gunasti and Ernest Baskin
Washington State University and Saint Joseph's University
Downloads 14 (602,606)
Citation 1

Abstract:

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Gift Cards, Valuation

10.

The Asymmetric Effects of Positive or Negative Experiences with an Extension on Low- vs. High-Equity Parent Brands: A Microtheoretical Notion

Number of pages: 45 Posted: 16 Nov 2016
Kunter Gunasti and Hans Baumgartner
Washington State University and Pennsylvania State University
Downloads 5 (665,369)

Abstract:

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11.

The Role of Scale-Induced Round Numbers and Goal Specificity on Goal Accomplishment Perceptions

Marketing Letters (2019) 30:207–217 DOI/10.1007/s11002-019-09492-w
Number of pages: 21 Posted: 08 Feb 2020
Kunter Gunasti and Timucin Ozcan
Washington State University and Rollins College
Downloads 2 (690,838)

Abstract:

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goals, round numbers, scale, measurement, precise numbers