Sie befinden sich hier: KU.de  Fakultäten  Wirtschaftswissenschaftliche Fakultät Ingolstadt  Business Administration, Innovation and Creativity  Team  Prof. Dr. Shashi Matta

  • Professor of Innovation and Creativity 
    Catholic University of Eichstätt-Ingolstadt
    WFI - Ingolstadt School of Management
    Auf der Schanz 49
    85049 Ingolstadt

    Room: 321 NB
    Phone: +49 (0) 841 937- 21943
    Email: Shashi.Matta(at)ku.de

    Office hours

    Wednesday, 11.00 - 12.00 a.m. (by prior arrangement)

Biography

Prof. Dr. Shashi Matta is Professor and Chair of Innovation and Creativity at WFI Ingolstadt School of Management at the Catholic University of Eichstätt Ingolstadt (KU). Professor Matta joined KU in June 2018. He is a Founding Director of the KU Research Institute for Business and Economics in Service of Humanity (BESH), and also serves as Strategic Advisor for University Enrollments and Advancement at KU. His prior academic career includes positions as the Faculty Director of MBA Programs, and Associate Professor of Marketing – Clinical, at The Ohio State University Fisher College of Business in Columbus, Ohio, USA. He has a Bachelor’s degree in Engineering (from Osmania University, India, 1995), a Master’s degree in Business Administration (from XLRI Jamshedpur, India, 1999), and a PhD in Business Administration (from the University of Southern California, Los Angeles, USA, 2006). He spent 17 years in the United States prior to moving to Germany in June 2018.

Professor Matta is an award-winning researcher, teacher and mentor, and is dedicated to building strong bridges between academia, industry, and community. He engages extensively with industry through consulting and keynote speaking engagements at several companies internationally in the areas of growth strategies, creativity & innovation, marketing strategy, branding & positioning, advertising, marketing metrics, return-on-investment, customer experience, and service management. He has served as an expert in these subject areas, for media stories nationally in the United States.  Professor Matta has provided service to non-profit organizations in the U.S. through pro-bono consulting and student-led projects.

Professor Matta’s industry experience, prior to his PhD, includes positions in brand management, advertising, and marketing operations. He has taught at all levels, including in MBA programs, Masters programs, Bachelors programs, and Executive Education programs, and has won multiple teaching awards.

Professor Matta’s research is in the areas of consumer behavior, innovation, branding, stereotypes, and services marketing. His research has been published in top ranked academic journals including Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Review of Marketing Research, and, Emotion.

Professor Matta has experience serving on the board of directors of for-profit and non-profit organizations, and has been commissioned as an expert witness in legal cases involving brand confusion and consumer behavior.

You can read Professor Matta's blog NOW WHAT.


Research Interests

  • Consumers’ Inductive and Deductive Inferences
  • Branding and Brand Extensions
  • Stereotypes in Consumer Behavior
  • Financial and Physical Well-being
  • Services Marketing and Management
  • Innovation and Creativity

Research Grants

  • Center for Positive Marketing and Association of National Advertisers Research Grant, 2019
  • ING’s Think Forward Initiative (TFI) Research Grant 2018-2019
  • Research Grant to Study the German Mittelstand and the US Middle Market, 2016
  • Fisher College of Business Small Grants, 2009-2010, 2010-2011
  • Coca Cola CDW Grant for research on perceptions of gender diversity in service firms, 2007-2008
  • CIBER Global Competence Award for research on off-shoring of services, 2006-2007, 2007-2008

Publications 

Peer-reviewed Journal Articles

Lickel, Brian, Kostadin Kushlev, Victoria Savalei, Shashi Matta, Toni Schmader (2014), “ Shame and Motivation to Change the Self,” Emotion, Vol. 14 (6), 1049-1061.

Folkes, Valerie, and Shashi Matta (2013)*, “When a Product Takes On Characteristics of the Person Who Created it: Sometimes it Sounds Sweeter,” Journal of Consumer Psychology, Vol. 23 (1), 19-35.
*Lead research article

Yorkston, Eric, Joseph Nunes and Shashi Matta (2010), “The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions,” Journal of Marketing, Vol. 74 (1), 80-93.

Folkes, Valerie, and Shashi Matta (2007), “How Much to Use? An Action-Goal Framework of the Factors Influencing Consumption Quantity,” Review of Marketing Research, Vol. 4, 33-62.

Matta, Shashi, and Valerie Folkes (2005)**, “Inferences about the Brand from Counter-Stereotypical Service Providers,” Journal of Consumer Research, Vol. 32 (2), 196-206.
**​Winner of the AMA SERVSIG Award for ‘Best Paper in Services, Published in 2005.’

Martin, Ingrid M., David W. Stewart, and Shashi Matta (2005), “Branding Strategies, Marketing Communication, and Perceived Brand Meaning: The Transfer of Purposive, Goal–Oriented Brand Meaning to Brand Extensions,” Journal of the Academy of Marketing Science, Vol. 33 (3), 275-294.

Folkes, Valerie and Shashi Matta (2004), “The Effect of Package Shape on Consumers’ Judgments of Product Volume: Attention as a Mental Contaminant,” Journal of Consumer Research, Vol. 31 (2), 390–401.

Book Chapter

Martin, Ingrid M., Shashi Matta, and David W. Stewart (2003), “The Role of Goals in Extending Brand Equity,” Advances in Psychology Research, Vol. 25, ed. Serge P. Shohov, New York: Nova Science Publishers, 31-48. Reprinted in Progress in Economics Research, Vol. 8, 2004, 1-18.

Honors and Awards

  • Competitive Research Grant - 1st Place - awarded bythe  Center for Positive Marketing and the Association of National Advertisers (ANA), New York, February 2019
  • BRIGHT MBA Faculty Luminary Award for Best Professor in the BRIGHT MBA Program,  Fisher College of Business, The Ohio State University, May 2018
  • Bostic-Georges Pace Setter Faculty Service Award, Fisher College of Business, The Ohio State University, March 2018
  • Fellow, OSTEP Faculty Learning Community, University Center for Advancement of Teaching, The Ohio State University, 2017-2018
  • Outstanding MBA Core Class Professor” Award, Fisher College of Business, The Ohio State University, May 2016
  • Favorite Business School Professors Teaching MBAs, Poets & Quants, August 2016
  • Ohio State University Leadership Awards, by Office of Student Life, “Outstanding Advisor for a Student Organization (for AMP)”, April 2016
  • Daniel Westerbeck “Pace Setter” Teaching Excellence Award, Pace Setter Award Ceremony, Fisher College of Business, The Ohio State University, March 2015
  • Invited Guest Professorship at the Ingolstadt School of Management, Catholic University of Eichstätt-Ingolstadt, Germany, Summer 2017, Summer 2016, Summer 2015, Summer 2014
  • Undergraduate Program Award for Outstanding Service, Fisher College of Business, The Ohio State University, March 2014
  • Audi Guest Professorship at the Ingolstadt School of Management, Catholic University of Eichstätt-Ingolstadt, Germany, Summer 2013, Summer 2012
  • Distinguished Undergraduate Research Mentor Nominee, Denman Undergraduate Research Forum, The Ohio State University, 2017, 2016, 2015, 2014, 2013, 2012, 2011, 2010, 2009, 2008, 2007
  • MBA Elective Teaching Award by the Department of Marketing & Logistics, Fisher College of Business, The Ohio State University, 2012
  • Nominated for the Outstanding Faculty Award by the Alumni Association of the OSU Sphinx Senior Class Honorary, The Ohio State University, March 2011 and March 2009
  • Best Research Paper award at the International Conference on Services in Emerging Markets, Indian School of Business, Hyderabad, September 2010
  • Excellence in Teaching Award, Fisher College of Business, The Ohio State University, February 2010
  • Marketing Professor of the Year, Ohio State Chapter, American Marketing Association, 2008
  • Consortium Faculty, AMA Sheth Doctoral Consortium, Arizona State University, May 2007
  • Winner of the AMA SERVSIG Award for the ‘Best Paper in Services, Published in 2005,’ for “Inferences about the Brand from Counter-Stereotypical Service Providers,” Journal of Consumer Research32 (2), 196-206 (co-authored with Valerie Folkes).
  • Outstanding Academic Achievement Award, University of Southern California, May 2006
  • Fellow, AMA Sheth Doctoral Consortium, University of Connecticut, Storrs, CT, July 2005
  • Winner of the 2004 Liam Glynn Scholarship for the Most Promising Young Scholar in Services, awarded by the Services Special Interest Group of the American Marketing Association
  • Winner of the 2004 CIBEAR Doctoral Dissertation Grant, USC Marshall School of Business
  • 2004-2005 PhD Excellence in Teaching Award, Marketing Dept, USC Marshall School of Business
  • Winner of the Best Paper Presentation Award at the 5th Annual Association of Pacific Rim Universities (APRU) Conference, Sydney, Australia, August 2004
  • Recipient of the university-wide Provost’s Award to represent University of Southern California at the 5th Annual Association of Pacific Rim Universities (APRU) Conference, Sydney, Australia, August 2004
  • Chosen from a university-wide selection of 15 doctoral students to participate in The Future Professoriate, a one-year program conducted by University of Southern California’s Center for Excellence in Teaching, 2005

Conference Presentations

“Parental Choice of Healthy Food for Children: The Role of Social Comparison, Implicit Self-Theories and Social Norms,” with Jens Hogreve, 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,” with Jens Hogreve, 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” with 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,” with Valerie Folkes. Frontiers in Service Conference, AMA, Austin, TX, September 2018.

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

“It’s a Three-Dimensional World: Consumers’ Stereotypes of Service Professions Affect Inferences about Service Employees’ Competence and Warmth,” with Jens Hogreve and Hannes Flieischer. Frontiers in Service Conference, AMA, New York, NY, June 2017.

“A Tale of Two Cultures: The Effect of Consumers’ Ethnic and Gender Stereotypes on Evaluations of Service Providers and Service Firms,” with Valerie Folkes. AMA Global Marketing SIG Special Conference, AMA, Havana, Cuba, April 2017.

“Investigating the Effects of Customer Co-production in Service Recovery,” with Nicola Bilstein and Jens Hogreve. Association of Consumer Research (ACR) Conference, Berlin, October 2016.

“Money Matters: Consumer Financial Well-Being,” with Jens Hogreve and Lucas Costanzo. Special Session at SERVSIG Conference, AMA, Maastricht, Netherlands, June 2016.

“Let’s Talk Money: Impulsivity, Social Influence and Consumers’ Saving Behaviors,” with Jens Hogreve and Lucas Costanzo. Frontiers in Service Conference, AMA, San Jose, CA, July 2015.

“Can I Get a Helping Hand? Maybe Not: Understanding Co-production in Service Recovery Processes,” with Nicola Bilstein and Jens Hogreve. AMA Winter Educators’ Conference, San Antonio, TX, February 2015.

“Consumers’ Perceptions of Rating Usefulness for Value and Luxury Services: The Relative Importance of Critics’ and Users’ Ratings,” with Jens Hogreve. Frontiers in Service Conference, AMA, Miami, FL, June 2014.

“Starting within and Going Beyond: Building a Higher Education Brand,” with Ann Hamilton and Lisa Bare. AMA Higher Education Conference, Boston, MA, November 2013.

“When are There Too Many Women? Consumers’ Judgments of Gender in Service Groups,” with Valerie Folkes. Association for Consumer Research (ACR) Conference, Chicago, IL, October 2013.

“Co-production in Service Recovery Processes,” with Jens Hogereve and Nicola Bilstein. European Marketing Academy Conference, Istanbul, Turkey, June 2013.

“Cause and Effect: A Review of Three Decades of Experimental Research in Services Marketing,” with Jens Hogereve and Carsten Reigber. QUIS: International Research Symposium on Service Excellence in Management, Karlstad, Sweden, June 2013.

“Understanding Co-production in Service Recovery Processes,” with Jens Hogereve and Nicola Bilstein. Frontiers in Service Conference, AMA, Washington D.C., June 2012.

“Consumers’ Lay Theories about Experts’ versus Users’ Opinions of Luxury and Value Brands,” with Raji Srinivasan and Shrihari Sridhar. AMA Winter Educators’ Conference, Austin, TX, February 2011.

“Firm Strategies to Combat Negative Perceptions of Offshored Customer Service,” with Valerie Folkes. AMA Winter Educators’ Conference, Austin, TX, February 2011.

“Consumers’ Evaluations of Competence and Warmth of Service Providers,” with Clay Voorhees and Michael Brady. AMA Winter Educators’ Conference, New Orleans, LA, February 2010.

“Consumers’ Evaluations of Competence and Warmth of Service Providers,” with Clay Voorhees and Michael Brady. Frontiers in Service Conference (AMA), Honolulu, Hawaii, October 2009.

Special Session on ‘A Customer-centric View of Service Encounters’ at the AMA Winter Educators’ Conference, Tampa, FL, February 2009.

“Shame versus Guilt in Consumption: Implications for Healthcare Service Providers,” with Vanessa Patrick and Debbie MacInnis. Frontiers in Service Conference (AMA), Washington D.C., October 2008.

“Offshoring of Customer Service: A View from Multiple Angles.” The Eighth International Conference on Knowledge, Culture and Change in Organizations, Cambridge University, UK, August 2008.

“Consumers’ Perception of Offshored Customer Service,” with Aaron Kunkel. 9th Annual International Business Research Forum, and the 2nd Annual Offshoring Research Network Conference and Workshop, Philadelphia, PA, April 2008.

“Consumers’ Evaluations of Competence and Warmth of Service Providers,” with Clay Voorhees and Michael Brady. AMA Winter Educators’ Conference, Austin, TX, February 2008.

“Perceived Cohesiveness of Service Firms: How Consumers Resolve Inconsistent Service Quality Information,” with Valerie Folkes. AMA Winter Educators’ Conference, Austin, TX, February 2008.

“Consumers’ Perceptions of Offshored Service: Crossover or Crossout?” with Valerie Folkes. Frontiers in Service Conference, San Francisco, CA, October 2007.

“Do Service Employee Labels Communicate Value? Marketing Implications of Innovative Employment Practices in Service Firms,” with Valerie Folkes. Special session on Services Innovation at the AMA Winter Educators’ Conference, San Diego, CA, February 2007.

“Consumers’ Perceptions of Firms Employing Counterstereotypical Service Providers: Making a Case for a Gender Diverse Work Force,” with Valerie Folkes. AMA Winter Educators’ Conference, San Diego, CA, February 2007.

“When Women Lead, do Consumers’ Perceptions of her Firm Follow?” with Valerie Folkes. Special session paper at the Association for Consumer Research Conference (ACR), Orlando, FL, September 2006.

“The Role of Implicit Theories in Brand Extendibility” with Eric Yorkston and Joe Nunes. Special session paper at the Association for Consumer Research Conference (ACR), Orlando, FL, September 2006.

“Perception of Firms Employing Counterstereotypical Service Providers: Advantages and Disadvantages of a Gender Diverse Work Force,” with Valerie Folkes. Public Policy and Marketing Conference, Long Beach, CA, June 2006.

“The Consequences of Violating Consumption Norms,” with Debbie MacInnis and Vanessa Patrick. Special session at the Association for Consumer Research Conference, San Antonio, TX, October 2005.

“Counter-stereotypical Service Providers Influence Consumers’ Evaluation of Services,” with Valerie Folkes. Frontiers in Services Conference, Miami, FL, October 2004.

“Perceptions of Gender Counter-Stereotypical Service Providers,” with Valerie Folkes. Working paper session at the Association for Consumer Research Conference, Portland, OR, October 2004.

“Through the Looking Glass: How a Brand’s Malleability Mirrors the Self,” with Eric Yorkston. Special session paper at the Association for Consumer Research Conference, Portland, OR, October 2004.

“Shame and Guilt in Consumer Behavior,” with Debbie MacInnis and Vanessa Patrick. Special session paper at the Association for Consumer Research Conference, Portland, OR, October 2004.

“Consumers’ Perceptions of Outsourced Service: Crossover or Cross Out?” with Valerie Folkes. 5th Annual Association of Pacific Rim Universities (APRU) Conference, Sydney, Australia, August 2004.

“When Women are from Mars and Men from Venus: The Effect of Gender Counter-Stereotypical Employees on Consumers’ Perceptions,” with Valerie Folkes. Working paper session at the Claremont Symposium on Applied Social Psychology, Claremont, CA, April 2004.

“Building Loyalty to the Firm from Information about the Individual Service Provider: How Exceptional Employees Help the Firm,” with Valerie Folkes and George Eapen. AMA Winter Educators’ Conference, Scottsdale, AZ, February 2004.