KUNTER GUNASTI

Assistant Professor

Washington State University

United States

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Dr. Kunter Gunasti is an Assistant Professor at Washington State University in the United States. His research interests include consumer behavior, relational gifting, and product evaluation, as evidenced by his recent publications on numerical processing, brand identity, and the impact of gamification on consumer perceptions. Dr. Gunasti's work contributes to understanding how various attributes and relationships influence consumer preferences and decision-making.

Articles (10)

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2025

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2025

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2024

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2023

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2023

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2022

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2021

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2020

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2020

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2020

Collaborators (3)

Michael Hair

UNITED STATES

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Lei Wang

Assistant Professor

Indiana University Bloomington

UNITED STATES

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Timucin Ozcan

Associate Professor of Marketing

James Madison University

UNITED STATES

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KUNTER GUNASTI

Research Interests

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Articles (10)

Relationship-sign framing: The sign of attribute relationships influences product preference via perceived relationship magnitude

Relational Gifting: Conceptual Frameworks and an Agenda for a New Generation of Research

How reaching numerical roundness on subgoals affects the completion of superordinate goals

Consumer misestimations of small recurring changes vs. a single large lump sum

Cumulative impact neglect in processing sequential changes

The Conflict Between Partnership and Fairness in the Decision of Whom to Help

How language affects consumers' processing of numerical cues

Impact of Gamification on Perceptions of Word-of-Mouth Contributors and Actions of Word-of-Mouth Consumers

My brand identity lies in the brand name: personified suggestive brand names

Effects of search, experience and credence attributes versus suggestive brand names on product evaluations

Collaborators (3)

Michael Hair

Lei Wang

Timucin Ozcan

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