Carson College of Business Faculty Directory

Carson College Directory

Kunter Gunasti

Associate Professor
Marketing and International Business


Phone: (509) 335-4833


  • PhD (Pennsylvania State University, Smeal College of Business)
  • MBA (Pace University, Lubin School of Business)
  • BS (Istanbul Technical University (ITU))

Kunter Gunasti

Dr. Gunasti holds a PhD in marketing from PennState University along with a BSc in Engineering and an MBA in Finance. His research focuses on numerical cognition, branding, and consumption experiences such as word of mouth and gift giving. Dr. Gunasti’s work has been published/forthcoming in premium outlets including the Journal of Consumer Research, Journal of Marketing Research, MIS Quarterly, Journal of Consumer Psychology, Journal of Retailing, Journal of the Association for Information Systems, Marketing Letters, Journal of Business Ethics, Journal of Business Research, among others. Dr. Gunasti was the recipient of Thomas Kinnear Award for the Best Article published in Journal of Public Policy and Marketing as well as the Emerald Literati Award for Highly Commended Article published in the European Journal of Marketing. He also received two American Marketing Association Best Paper Awards and the Advena World's Outstanding Speaker Award. Dr. Gunasti currently teaches the Consumer Judgment and Decision-making course and the Societal marketing (formerly Public Policy and Marketing) course at WSU. He was the recipient of WSU Outstanding Faculty Teaching award as well as the University of Connecticut Undergraduate Teaching Award.

Research Interests

branding strategy
brands and consumers
consumer attitudes
consumer behavior
consumer decision-making
consumer decision-making in online contexts
consumer financial decision making
consumer health and welfare
consumption experiences
customer behavior
customer post-purchase behavior
decision-making under conditions of uncertainty
gift giving
inference making
numerical cognition

Teaching Interests

consumer behavior
consumer judgment and decision making
public policy and marketing

Journal Articles

  • KUNTER GUNASTI, A. Chen Cumulative Impact Neglect in Processing Sequential Changes Journal of Consumer Psychology: the Official Journal of the Society for Consumer Psychology, 2022
  • Mauricio Palmiera, KUNTER GUNASTI The Conflict Between Partnership and Fairness in the Decision of Whom to Help Journal of Business Ethics: JBE, 2022
  • KUNTER GUNASTI, S. Kara, W. Ross, R. Duclos How Language Affects Consumers’ Processing of Numerical Cues Journal of Consumer Behaviour, 2021
  • Kunter Gunasti, William T. Ross, Selcan Kara Effects of Search, Experience, and Credence Attributes versus Suggestive Brand names on Product Evaluations European Journal of Marketing, 2020
  • L. Wang, KUNTER GUNASTI, R. Shanker, J. Pancras, R. Gopal Impact of Gamification on Perceptions of Word-of-Mouth Contributors and Actions of Word-of-Mouth Consumers MIS Quarterly, 2020
  • S. Kara, KUNTER GUNASTI, W. T. Ross My Brand Identity Lies in the Brand Name: Personified Suggestive Brand Names Journal of Brand Management, 2020
  • KUNTER GUNASTI, T. Ozcan The Role of Scale-Induced Round Numbers and Goal Specificity on Goal Accomplishment Perceptions Marketing Letters, 2019
  • T. Ozcan, K. Gunasti How Associations Between Products and Numbers in Brand Names Affect Consumer Attitudes Journal of Brand Management, 2019
  • KUNTER GUNASTI, E. Baskin 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, 2018
  • H. Nguyen, KUNTER GUNASTI, Original brands in competition against high quality copycats European Journal of Marketing, 2018
  • KUNTER GUNASTI, H. Baumgartner The Asymmetric Effects of Positive or Negative Experiences with an Extension on Attitudes Toward Low- vs. High-Equity Parent Brands: A Microtheoretical Notion Customer Needs and Solutions, 2016
  • KUNTER GUNASTI, B. Devezer How Competitor Brands Affect Within-Brand Choice Marketing Letters, 2016
  • KUNTER GUNASTI, T. Ozcan Consumer Reactions to Round Numbers in Brand Names Marketing Letters, 2016
  • S. Kara, KUNTER GUNASTI, W.T. Ross Is it the ‘Alpha’ or the ‘Numeric’?: Consumers’ Evaluation of Letter Versus Number Changes in Alphanumeric Brand Names Journal of Brand Management, 2015
  • K. Gunasti, W. T. Ross The Effects of Compensatory Inferences for Attributes On the Choice of Incomplete Product Options Journal of Business Research, 2015
  • B. Bilgin, K. Gunasti The Direction of Product Attribute Correlations and Consumer Inferences for Missing Attribute Values: The Favorable Effects of Positive Correlations Journal of Economics, Business and Finance, 2013
  • KUNTER GUNASTI, W. T. Ross How and When Alpha-numeric Brands Affect Consumer Preferences Journal of Marketing Research, 2010
  • KUNTER GUNASTI, W. T. Ross How Inferences about Missing Attributes Decrease the Tendency to DeferChoice and Increase Purchase Probability Journal of Consumer Research, 2009
  • M. Goldberg, KUNTER GUNASTI Creating an Environment in Which Children and Youths are Encouraged to Eat a Healthier Diet Journal of Public Policy & Marketing, 2007
  • Marvin Goldberg, KUNTER GUNASTI Creating an environment in which youths are encouraged to eat a healthier diet , 2007

    Conference Proceedings

    • KUNTER GUNASTI, T. Ozcan, Elizabeth Howlett The Effect of Reference Numbers on Product Package Preferences American Marketing Association, Winter Conference 2022
    • E. Baskin, KUNTER GUNASTI, M. Weinberger The Extended Model of Gift Giving ADVANCES IN CONSUMER RESEARCH
    • KUNTER GUNASTI, T. Ozcan, Elizabeth Howlett How Numerical Benchmarks Affect Consumer Responses to Product Size Changes ADVANCES IN CONSUMER RESEARCH (Association of Consumer Research)
    • Sheng Bi, KUNTER GUNASTI The Unbearable Heaviness of Information: More Product Information = Higher Product Weight ADVANCES IN CONSUMER RESEARCH
    • KUNTER GUNASTI, Noah VanBergen, Caglar Irmak This Session is Essential: Antecedents and Consequences of Product Essence Advances in Consumer Research
    • KUNTER GUNASTI, T. Ozcan The Role of Scales on Evaluations of Identical Progress Advances in Consumer Research
    • T. Ozcan, KUNTER GUNASTI What is in a Scale? How Different Measurement Scales Lead to Different Progress? American Marketing Association, (AMA Winter Conference), Feb 2017 (accepted Nov 2016)
    • Lei Wang, Kunter Gunasti, Ram Gopal, Ramesh Shanker, Joseph Pancras The impact of gamification on word-of-mouth effectiveness: Evidence from Foursquare. Hawaii International Conference on System Sciences (HICSS), Jan 2017 (Accepted Nov 2016)
    • KUNTER GUNASTI, Caglar Irmak Seller-to-Buyer Goal Contagion in Multi-Use Products EMAC, European Marketing Association, Belgium
    • K. Gunasti, T. Ozcan The Effects of Multi-context numbers on Consumer Attitudes American Marketing Association,
    • Lei Wang, Kunter Gunasti, Ram Gopal, Ramesh Shanker, Joseph Pancras The impact of gamification on word-of-mouth effectiveness: Evidence from Foursquare. Workshop on Information Systems and Economics, Auckland, New Zealand
    • Kunter Gunasti, Selcan Kara, William Ross, Rod Duclos An Exploration of the Effect of Language on Processing of Numbers in Alphanumeric Brand Names
    • Selcan Kara, Kunter Gunasti, William Ross The Effect of Number versus Letter Cognition on Consumers’ Evaluations of Alphanumeric Brand Names Society of Consumer Psychology
    • K. Gunasti, B. Devezer The Effects of Exposure to Numbers Included in Competitor Brand Names American Marketing Association,
    • K. Gunasti, B. Devezer Mere-alignability of Alphanumeric Brand Names: When Exposure to Mercedes Affects Choice between BMWs INFORMS-Marketing Science Conference
    • H. Nguyen, K. Gunasti, C. Coulter, John Hulland, Sundar Bharadwaj Brand Signals of Authenticity: From Conscious to Non-Conscious Effects Proceedings of the American Marketing Association, (Winter Educator‰Ûªs Conference)
    • K. Gunasti, B. Devezer Mere-Alignability of Alphanumeric Brand Names: How exposure to Mercedes C350 Affects the Choice between BMW 335i and BMW 330i Association of Consumer Research
    • Kunter Gunasti, Selcan Kara The Magic of Numbers and Letters in Alphanumeric Brand Names Advances in Consumer Research
    • H. Nguyen, K. Gunasti, Rohini Ahluwalia, Tanya Chartrand, Rebecca Ratner Authenticity is in the Eye of the Beholder: From Changes in Attitudes and Preferences to Placebo Effects Advances in Consumer Research
    • K. Gunasti, W. T. Ross, Ann McGill, Sharon Shavitt How and When Alpha-numeric Brand Names Affect Consumer Preferences Advances in Consumer Research
    • K. Gunasti, W. T. Ross, Meg Meloy, Adam Duhachek How Consumers' Inferences & Product Choices Are Affected by Alpha-numeric Brands Advances in Consumer Psychology
    • K. Gunasti, H. Baumgartner, M. Ding, Angela Lee, Dilip Soman A Reexamination of Post-experience Advertising Effects: The Moderating Role of Accuracy Motivation Advances in Consumer Research
    • K. Gunasti, W. T. Ross, Angela Lee, Dilip Soman Achieving the Compromise Effect with Missing Attribute Information: Introducing Shadow Options Advances in Consumer Research
    • K. Gunasti, Maria Cronley, Dhananjay Nayakankuppam Asymmetric Effects of Positive and Negative New Product Experiences on Attitudes Toward the Brand, Country of Origin and Competitive Brands Advances in Consumer Psychology
    • K. Gunasti, W. T. Ross, Angela Lee, Dilip Soman Choice with Inference is Different From Choice without Inference Advances in Consumer Research
    • KUNTER GUNASTI, Ross, William T., Jr. Choice With Inference is Different from Choice without Inference ADVANCES IN CONSUMER RESEARCH VOL XXXIV
    • KUNTER GUNASTI, Ross, William T., Jr. How and When Alphanumeric and Suggestive Brand Names Affect Consumer Preferences ADVANCES IN CONSUMER RESEARCH VOL XXXIV