Shashi Matta

Professor Shashi Matta is the Faculty Director of the Full Time MBA and the Working Professional MBA programs, and Clinical Associate Professor of Marketing, at Fisher College of Business. Dr. Matta engages extensively with industry through consulting and keynote speaking engagements at several companies in the U.S., and internationally, in the areas of marketing strategy, branding, positioning, marketing metrics and return-on-investment, customer experience, and service management. He is an OSU expert in these subject areas, for media stories locally and nationally.

Dr. Matta’s industry experience includes positions in brand management, advertising, and as head of marketing operations for an educational services firm. He teaches at all levels at Fisher College of Business, including in the Full Time MBA program, the Undergraduate program, and the Executive Education program, and has won multiple teaching awards.

Professor Matta has been invited as the Audi Guest Professor at the WFI – Ingolstadt School of Management in Germany for three summers in a row and has delivered keynote speeches at companies including Audi and DHL at their headquarters in Germany.

Dr. Matta’s research is in the areas of branding, consumer behavior, stereotypes, and services marketing. His research includes an understanding of the cognitive and affective processes that underlie consumers’ perceptions of marketing elements and product/service features, and how those perceptions influence evaluations of the brand. His research has been published in the Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Review of Marketing Research, and Emotion.

Dr. Matta is on the Board of Directors of a private for-profit company based out of Columbus, Ohio, and a non-profit organization, Quilts of Valor Foundation, dedicated to veterans touched by war.

Areas of expertise

  • Marketing Strategy
  • Brand Management
  • Advertising Strategy and Marketing Communications
  • Services Marketing
  • Consumer Behavior


  • PhD in Business Administration, University of Southern California
  • MBA, XLRI Jamshedpur, India
  • Bachelor's in Engineering, Osmania University, India

Refereed Journal Articles

  • Lickel, B., Kushlev, K., Savalei, V., Matta, S., Schmader, T. (2014). Shame and Motivation to Change the Self. Emotion, 14(6), 1049-1061.
  • Folkes, V. S., Matta, S. (2013). When a Product takes on the Characteristics of the Person who Created It: Sometimes it Sounds Sweeter. Journal of Consumer Psychology, 23(1), 19-35.
  • 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,” forthcoming in the 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.


  • E-mail

    (614) 292-2901

    (614) 292-0879

    Department of Marketing & Logistics
    Fisher College of Business
    The Ohio State University
    554 Fisher Hall
    2100 Neil Avenue
    Columbus, OH 43210