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Ted Matherly

I am an assistant professor of Marketing at Oklahoma State University’s Spears School of Business. My work has appeared in the Journal of Marketing Research.

Areas of expertise

  • Consumer Identity Construction
  • Signaling
  • Social Influence
  • Consumer Inferences

Methodologies

  • Experimental research
  • Econometric analysis
  • Analytical modeling
  • Data scraping
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My Research

My research primarily focuses on how consumers understand and interpret the use of brands by others. Specifically, I am interested in how people attribute motives to people’s brand-related behavior, and how this affects their own attitudes and behaviors towards the brand.

Publications

  • Ferraro, Rosellina, Amna Kirmani, and Ted Matherly (2013), “Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution,” Journal of Marketing Research, 50 (August). (PDF)

Working Papers

  • Matherly, Ted and Anastasiya Pocheptsova, “Is What You Feel What They See? Prominent vs. Subtle Identity Signaling in Inter-group Interactions,” under review at Journal of Behavioral Decision Making.
  • Matherly, Ted, and Roland T. Rust, “Bigger Is Better, But Smaller is Cooler,” under review at Journal of Marketing Research.
  • Matherly, Ted, Arens, Zachary, and Arnold, Todd, “The Density Dilemma: How Population Density Affects Preferences for Common Brands”
  • Villanova, Daniel and Matherly, Ted, “The Shame of It: Consumer Responses to Conspicuous Brand Usage.”

Curriculum vitae

Available as a PDF.

Oklahoma State University
Spears School of Business
419A BUS
Stillwater, OK 74078-4011
Phone: (202) 527-9833

Email: ted.matherly@okstate.edu

Homepage: tedmatherly.com

Employment

  • Assistant Professor, August 2012-present. Spears School of Business, Oklahoma State University, Stillwater, OK.

Education

  • Ph.D., Marketing, University of Maryland, College Park, MD, 2013.
  • B.S., Communications, University of Michigan, Ann Arbor, MI, 2006.

Research Interests

  • Signaling, identity construction, social influence, consumer inferences

Publications

  • Ferraro, Rosellina, Amna Kirmani, and Ted Matherly (2013), “Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution,” Journal of Marketing Research, 50 (August).(pdf)

Working Papers

  • Matherly, Ted, and Roland T. Rust, “Bigger is Better, but Smaller is Cooler,” under review at Journal of Marketing Research.
  • Matherly, Ted, Zachary G. Arens and Todd J. Arnold, “Big Brands, Big Cities: How the Population Penalty Affects Common Brands in Densely Populated Areas,” under review at Journal of the Academy of Marketing Science.
  • Matherly, Ted, and Anastasiya Pocheptsova, “Is What You Feel What They See? Prominent vs. Subtle Identity Signaling in Inter-group Interactions,” under review at the Journal of Behavioral Decision Making.
  • Matherly, Ted, and Amna Kirmani, “Carrying the Torch for the Brand: The Extended Self and Inferences of Attachment.”
  • Villanova, Daniel, and Ted Matherly, “The Shame of It: Consumer Responses to Conspicuous Brand
    Usage.”

Presentations

    • Matherly, Ted and Amna Kirmani (2012), “Carrying the Torch for the Brand: Inferring Brand Attachment From Logo Signals,” paper presented at Association for Consumer Research, Vancouver, BC, Canada.
    • Ferraro, Rosellina, Amna Kirmani and Ted Matherly (2012), “Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution,” paper presented at Marketing Academic Research Colloquium, Pittsburgh, PA.
    • Ferraro, Rosellina, Amna Kirmani and Ted Matherly (2011), “Are They Who They Claim? Intentionality and Authenticity in Identity Signaling with Brands,” paper presented at Association for Consumer Research, St. Louis, MO.
    • Matherly, Ted and Anastasiya Pocheptsova (2011), “Is What You See What They Feel? Fluency and Identity Signaling,” poster presented at Marketing Academic Research Colloquium, College Park, MD.
    • Matherly, Ted and Roland Rust (2011), “Safety in Numbers,” paper presented at Senior Students Research Colloquium, University of Maryland, College Park, MD.
    • Matherly, Ted and Anastasiya Pocheptsova (2010), “Is What You See What They Feel? Fluency and Identity Signaling,” paper presented at Association for Consumer Research, Jacksonville, FL.
    • Matherly, Ted and Anastasiya Pocheptsova (2010), “Is What You See What They Feel? Fluency and Identity Signaling,” paper presented at Society for Consumer Psychology, St. Pete Beach, FL.

*Session Co-Chair

  • Matherly, Ted and Anastasiya Pocheptsova (2009), “Is What You See What They Feel? Fluency and
    Identity Signaling,” poster presented at Society for Judgment and Decision Making, Boston, MA.
  • Ferraro, Rosellina, Amna Kirmani and Ted Matherly (2009), “Signaling Identity Through Brands,”
    paper presented at Association for Consumer Research, Pittsburgh, PA.
  • Ferraro, Rosellina, Amna Kirmani and Ted Matherly (2009), “Signaling Identity Through Brands,”
    paper presented at Society for Consumer Psychology, San Diego, CA.
  • Matherly, Ted (2008). “Impacts of Motivation on Socially Influenced Product Choice,” poster presented
    at Association for Consumer Research, San Francisco, CA.

Teaching Experience

  • Marketing Research (Undergraduate), Fall 2012-Present, Oklahoma State University.
  • Marketing Research Methods (Undergraduate), Fall 2009, Instructor, University of Maryland.
  • Marketing Management (MBA), Spring 2009, Teaching Assistant, University of Maryland, Washington, DC.
  • Marketing Research Methods (Undergraduate), Fall 2008, Instructor, University of Maryland, Shady Grove.

Honors and Awards

  • 2013 Richard W. Poole Research Excellence Award, Stillwater, OK.
  • 2011 Nomination for Nash Award for Outstanding Doctoral Student, College Park, MD.
  • 2009 AMA-Sheth Doctoral Consortium Fellow, Atlanta, GA.

Reviewing

  • Ad hoc reviewer at Journal of Consumer Research, Journal of Consumer Psychology, European Journal of Marketing, Social Influence

Service

Professional
  • Behavioral Lab, Spears School of Business, Oklahoma State University.
    • Faculty Supervisor (2013-present)
  • Behavioral Lab, Robert H. Smith School of Business, University of Maryland, College Park.
    • Lab Manager (2008-2009)
  • Association of Doctoral Students, Robert H. Smith School of Business, University of Maryland, College Park.
    • President (2009-2010)
    • Social Chair (2007-2009)
Community
  • Michigan Rowing Association.
    • Board Member (2006-Present)
  • Men’s Crew, University of Maryland, College Park.
    • Head Coach (2008-2010)
    • Assistant Coach (2006-2008)

Professional Affiliations

  • American Marketing Association
  • Association for Consumer Research
  • Society for Consumer Psychology

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