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, Anastasiya Pocheptsova Ghosh, and Yogesh Joshi (2019), “The Freedom of Constraint: How Perceptions of Time limitations Alleviate Guilt from Two-Phase Indulgent Consumption,” conditionally accepted 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,” forthcoming at European Journal of Marketing.

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

Villanova, Daniel, and Ted Matherly, “The Shame of It: Consumer responses to conspicuous brand usage,” under review at Journal of Consumer Research.

Working Papers

Berea, Anamaria, Roland T. Rust, William Rand and Ted Matherly, “The Ups and Downs of Fashion,” in preparation for submission to Marketing Science.

Matherly, Ted, and Amna Kirmani, “Carrying the Torch for the Brand: Attachment expression for experiential brands,” in preparation for submission to Journal of Consumer Psychology.

Schneider, Gustavo, Jennifer Savary, Anastasiya Pocheptsova Ghosh, and Ted Matherly, “Signaling in Political Contributions: Why we give,” in preparation for submission to Journal of Marketing.

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)

Men’s and Women’s Crew, Oklahoma State University. Assistant Coach (2018-Present)
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