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Shashi Matta

BiographyPublicationsWorking Papers

Shashi Matta is a faculty member in the Marketing & Logistics department. His industry experience includes positions in brand management, advertising, and as head of marketing operations for an educational services firm. He has worked at P&G (India), at Foote Cone and Belding (FCB) Advertising, and at IMS Learning Resources.

Professor Matta teaches at all levels at Fisher, including in the full-time MBA program, the Undergraduate program, and the Executive Education program, and has won multiple teaching awards. He engages extensively with industry through consulting and keynote speaking at companies in the U.S. and internationally on diverse issues and topics relating to marketing strategy, branding and customer experience.

Professor Matta’s research is in the areas of branding, consumer behavior, 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, and Review of Marketing Research.

Dr. Matta’s article in the Journal of Consumer Research, on consumers' stereotypes of service providers, was awarded the "best article in services marketing" by the American Marketing Association's Services Special Interest Group. Other honors include being chosen as an IMS Arthur Fellow (2010-2012) at Fisher, an Excellence in Teaching award from the Fisher College of Business, Professor of the Year by the Ohio State’s chapter of the American Marketing Association, Best Marketing Elective Professor at Fisher, the Liam Glynn Scholarship for the "most promising young scholar in services" and an Excellence in Teaching award by the marketing department at the University of Southern California.

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

  • 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.
  • “The Role of Implicit Theories in Brand Extendibility,” with Eric Yorkston and Joe Nunes.
  • “Perceptions of Atypical Employees: How Different People Differentiate the Organization,”
    with Valerie Folkes.
  • “Shame and Guilt in Consumer Behavior: Implications for Health Care Services,”
    with Debbie MacInnis and Vanessa Patrick.
  • “When Women Lead, do Consumers’ Perceptions of her Firm Follow?” with Valerie Folkes.
  • “Perceived Cohesiveness of Service Firms: Implications for Consumers’ Expectations of
    Variability in Service Quality,” based on my dissertation.
  • “Motivation to Change the Self: Another Motivation Evoked by Self-conscious Emotions,”
    with Brian Lickel, Jaclyn Ronquillo, Tom Denson, Mathew Curtis and Toni Schmader.
  • “The Effect of Consumers’ Gender and Ethnic Stereotypes of Service Providers,” with Valerie Folkes.
  • “Consumers’ and Potential Employees’ Evaluations of Service Firms,” with Jayanth Narayanan.
  • “Diagnosticity of Positive and Negative Information about Products and Services.”
  • “Consumer’s Evaluations of Competence and Warmth of Service Providers,” with Clay Voorhees.
  • “Consumers’ Perceptions of Offshored Service Providers: Crossover or Cross-out?”
    with Valerie Folkes and Aaron Kunkel.