Shashi  Matta

Shashi Matta

Clinical Associate Professor of Marketing
Faculty Director, Full-time and Working Professional MBA Programs

Marketing & Logistics

Background

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 theJournal 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

  • Advertising
  • Services Marketing
  • Branding
  • Consumer Behavior
  • Strategy

Education

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

Publications

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.

Courses

  • BUSML 4204 - Marketing Projects

    In this advanced marketing course students will act as a consulting team and work with a client firm on a marketing problem, produce a report and present their work. Prereq: 4201 (750), 4202 (758), and BusMHR 2292 (BusAdm 499.01), or equiv; or enrollment in regional campus General Business Program.

  • BUSML 4253 - Global Marketing

    Examines the theory of marketing across national borders, as well as marketing and market research within different foreign environments, including the development of marketing strategies by the international company. Marketing majors only. Prereq: 4201 (750), 4202 (758), and BusMHR 2292 (BusAdm 499.01), or equiv. Not open to students with credit for 4254 (757).

  • BUSML 7203 - Advertising Strategy and Management

    The advertising process, partnership with an ad agency, uncovering consumer insight to drive advertising strategy, formulating and guiding advertising strategy, media planning concepts, and measuring advertising effectiveness. Prereq: 6250 or MBA 6252 (840). Not open to students with credit for 846.

  • MBA 6250 - Marketing Management

    Focuses on the interrelated elements of the marketing mix, its relationship with the other functional areas of management, and marketing responses to the external environment. Prereq: Enrollment in Executive MBA program or Working Professional MBA program or permission of instructor. Not open to students with credit for 840.

  • MBA 6251 - Marketing Management I

    Focuses on the interrelated elements of the marketing mix, its relationship with the other functional areas of management, and marketing responses to the external environment. Prereq: Enrollment in MBA program or permission of instructor. Not open to students with credit for 840.

  • MBA 6252 - Marketing Management II

    Focuses on the interrelated elements of the marketing mix, its relationship with the other functional areas of management, and marketing responses to the external environment. Continuation of 6251. Prereq: 6251 and enrollment in MBA or permission of instructor. Not open to students with credit for 840.

  • BUSML 7194.52 - Group Studies

    Topics in Marketing and Logistics. Prereq: Permission of instructor. Repeatable to a maximum of 9 cr hrs or 6 completions.

  • MBA 6253 - Marketing

    Focuses on the interrelated elements of the marketing mix, its relationship with the other functional areas of management, and marketing responses to the external environment. Prereq: Enrollment in MBA program, or permission of instructor. Not open to students with credit for 840.