Ted Matherly

Oklahoma State University
Spears School of Business
419A BUS
Stillwater, OK 74078-4011


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


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, identity threat, brand relationships


Matherly, Ted, Zachary G. Arens and Todd J. Arnold (2018), “Big Brands, Big Cities: How the Population Penalty Affects Common Brands in Densely Populated Areas,” International Journal of Research in Marketing, 35 (1), 15-33

Matherly, Ted, and Anastasiya Pocheptsova Ghosh (2017), “Is What You Feel What They See? Prominent vs. Subtle Identity Signaling in Inter-group Interactions,” Journal of Behavioral Decision Making, 30 (4), 828-842.

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).

Papers Under Review

Ghosh, Anastasiya Pocheptsova, Yogesh Joshi and Ted Matherly, “The Freedom Of Constraint: Do price discounting and time constraints alleviate guilt?,” invited revision at Journal of the Association for Consumer Research.

Matherly, Ted, “A Panel For Lemons? A Panel For Lemons? Positivity bias, reputation systems and data quality on MTurk,” conditionally accepted at European Journal of Marketing.

Working Papers

Matherly, Ted, and Amna Kirmani, “Carrying the Torch for the Brand: Attachment Expression for
Experiential Brands.”

Villanova, Daniel, and Ted Matherly, “The Shame of It: Consumer Responses to Conspicuous Brand Usage.”

Honors and Awards

2013 Richard W. Poole Research Excellence Award, Stillwater, OK.
2009 AMA-Sheth Doctoral Consortium Fellow, Atlanta, GA.


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.


Ad hoc reviewer at Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, International Journal of Research in Marketing.


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)

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

Association for Consumer Research
Society for Consumer Psychology

Professional Experience

re:group Agency, 2006, Ann Arbor, MI.
Account Coordinator and Media Planning