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Research Areas and Topics

Research at the chair focuses on consumer behavior in the areas of consumers’ inferences, consumers’ stereotypes, physical and financial well-being, branding, innovation and creativity.

Individuals frequently make inferences about companies, products, and brands based on limited information – be it from publicly available information, from marketplace stimuli, from word-of-mouth, from their own experiences with a company, from their past knowledge, etc. These inferences can be understood at a very basic level as processes of induction and deduction. For instance, how do individuals make inferences about a brand from a single experience with a representative of that firm (induction: inferences from specific instances to general principles)? Or, how do consumers evaluate a new product innovation from a company that they know about (deduction: inferences from general principles to specific instances)? Understanding how and under what conditions individuals arrive at such conclusions has been a pivotal issue in business and psychology. The individuals making these inferences could be consumers, managers, or teams. Research at this chair will aim to enhance what we know about these inductive and deductive inferences. To do so, we conduct empirical research in multiple contexts (e.g., consumer stereotypes, product and service brands and brand extensions, product and service innovations, physical and financial health of individuals), drawing from theories in multiple fields – social and cognitive psychology, marketing, innovation, and business strategy. The primary research methods employed are experiments and surveys.

Conference Presentations (From June 2018)

“Emulating Success or Learning from Failure? The Role of Personal Saving Orientation, Implicit Self-Theories, and Peer Persuasion on Financial Behaviors” Shashi Matta, Grazia Pia Palmiotti and Natalia Rogova. Frontiers in Service Conference, Singapore, July 2019.

“How Does Privacy Literacy Affect Consumers’ Online and Offline Behaviors and their Trust in Brands?” Shashi Matta. Thought Leaders' Conference on Privacy in Marketing, Florence, Italy, June 2019.

“Parental Choice of Healthy Food for Children: The Role of Social Comparison, Implicit Self-Theories and Social Norms,” Jens Hogreve, Shashi Matta, Alexander Hettich and Rebecca Reczek. AMA Winter Educators’ Conference, Austin, TX, February 2019.

“Parental Choice of Healthy Food for Children: The Role of Social Comparison, Implicit Self-Theories and Social Norms,” Jens Hogreve, Shashi Matta, Alexander Hettich and Rebecca. Beyond Borders and Boundaries: Bridging Theory and Practice in Creating Social Good, Ashoka U Pre-conference, San Diego, CA, February 2019.

“Hot Data, Cold Trust: The Role of Privacy Literacy in Restoring Trust and Consumer-Brand Relationships” Shashi Matta, Nicole Kirpalani and Shanshan Lou. Center for Positive Marketing Annual Conference, New York, NY, February 2019.

“A Tale of Three Cultures: The Effect of Consumers’ Ethnic and Gender Stereotypes on Evaluations of Service Providers and Service Firms,” Valerie Folkes and Shashi Matta. Frontiers in Service Conference, AMA, Austin, TX, September 2018.

“Cause and Effect: A Systematic Review of Four Decades of Experimental Research in Service Marketing,” Shashi Matta, Jens Hogreve and Kathrin Albrecht. BI-JAMS Thought Leadership Conference on Generalizations in Marketing: Systematic Reviews and Meta Analyses, Oslo Norway, June 2018.