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Nelson Amaral, Assistant Professor

Nelson Amaral

Assistant Professor


Faculty of Business and Information Technology

Contact information

Business and Information Technology Building - Room 3048
North Oshawa
2000 Simcoe Street North
Oshawa, ON L1G 0C5

905.721.8668 ext. 6484

Research topics

  • cross-cultural consumer behaviour
  • luxury counterfeits
  • gender identity
  • persuasion
  • marketing ethics
  • personal brand relationships


Dr. Nelson B. Amaral is an Assistant Professor of Marketing at the University of Ontario Institute of Technology. He received his Bachelor of Pure and Applied Science in Biology from York University, a Master of Business Administration from the University of Toronto’s Rotman School of Management, and his PhD in Business Administration from the University of Minnesota.

Dr. Amaral is a consumer psychologist with two streams of research. The first theme broadly investigates how consumers process and use information when rendering judgments, decisions and behaviours and particularly, the factors (e.g. distractions, order) that influence judgments and decisions. The second stream of research explores the interrelationship between consumers’ social identities and products or brands. At the intersection of these two areas Dr. Amaral has investigated questions related to understanding cognitive processes that underlie unethical behaviour as well as the effects of counterfeits on luxury brands and cultural differences in the evaluation of counterfeit consumption. He has been invited to present his research on luxury counterfeits in Singapore, France, Monaco and Portugal. His research has been featured in Journal of Consumer Psychology, Journal of Experimental Social Psychology and Rutgers Business Review. He has been awarded research grants from The Marketing Science Institute and Asian Consumer Insights fund at Nanyang Technological University in Singapore.

Dr. Amaral brings 12 years of professional experience in sales, marketing management and marketing research to his research and the classroom. He has taught at the University of Minnesota in Minneapolis, American University in Washington D.C. and the University of Ontario Institute of Technology in Oshawa, Ontario. He has taught courses online and in the classroom at both the undergraduate and graduate level, on topics including the principles of marketing, luxury brand management, and personal selling and salesforce management.


  • PhD University of Minnesota
  • MBA University of Toronto
  • BSc York University

Courses taught

  • Integrated Marketing Communications (graduate)
  • Retail Fashion and Luxury Brand Management (undergraduate and graduate)
  • Understanding the Marketplace (graduate)
  • Principles of Marketing (graduate, online)
  • Marketing and Business for Communication (undergraduate)
  • Sales and Sales Force Management (undergraduate)
  • Principles of Marketing (undergraduate)

Research and expertise

  • Kogod Faculty Award for Outstanding Teaching, 2015, 2017
  • Kogod Faculty Award for Outstanding Research, 2015
  • Marketing Science Institute Research Grant, $4,000, 2016
  • Institute on Asian Consumer Insight Research Grant, $10,000, 2014
  • University of Minnesota Council of Graduate Students Teaching Award, 2012
  • Carlson School of Management Excellence in Teaching Award (four-time recipient)
  • Carlson Institute for Research in Marketing Travel Grant, 2011
  • Best Paper, Carlson School of Management Multi-disciplinary Research Conference, 2013
  • MMA Outstanding Teacher-Scholar Doctoral Student Award (international competition), 2013
  • Carlson School of Management Travel Fellowship, 2010, 2011
  • Vaile Fellowship for Outstanding PhD Student Recognition 2011
  • Yale School of Management Whitebox, 2011
  • Henrickson Fellowship for Excellence in Research, 2011
  • Carlson School of Management Research Fellowship, 2007 to 2013
  • Peter Duncan Memorial Award for Excellence in Econometrics, 2006