Shashi Matta

Prof. Dr. Shashi Matta is Professor and Chair holder of Innovation and Creativity, and Vice Dean for Internationalization, at WFI Ingolstadt School of Management at the Catholic University of Eichstätt Ingolstadt (KU). Professor Matta joined KU in June 2018. He is a Founding Director of the KU Research Institute for Business and Economics in Service of Humanity (BESH), and also serves as Strategic Advisor for University Enrollments and Advancement at KU. His prior academic career includes positions as the Faculty Director of MBA Programs, and Associate Professor of Marketing – Clinical, at The Ohio State University Fisher College of Business in Columbus, Ohio, USA. He has a Bachelor’s degree in Engineering (from Osmania University, India, 1995), a Master’s degree in Business Administration (from XLRI Jamshedpur, India, 1999), and a PhD in Business Administration (from the University of Southern California, Los Angeles, USA, 2006). He spent 17 years in the United States prior to moving to Germany in June 2018.

Professor Matta is an award-winning researcher, teacher and mentor, and is dedicated to building strong bridges between academia, industry, and community. He engages extensively with industry through consulting and keynote speaking engagements at several companies internationally in the areas of growth strategies, creativity & innovation, marketing strategy, branding & positioning, advertising, marketing metrics, return-on-investment, customer experience, and service management. He has served as an expert in these subject areas, for media stories nationally in the United States. Professor Matta has provided service to non-profit organizations in the U.S. through pro-bono consulting and student-led projects.

Professor Matta’s industry experience, prior to his PhD, includes positions in brand management, advertising, and marketing operations. He has taught at all levels, including in MBA programs, Masters programs, Bachelors programs, and Executive Education programs, and has won multiple teaching awards.

Professor Matta’s research is in the areas of consumer behavior, innovation, branding, stereotypes, and services marketing. His research has been published in top ranked academic journals including Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Journal of Retailing, AMS Review, Psychology & Marketing, Review of Marketing Research, and, Emotion.

Professor Matta has experience serving on the board of directors of for-profit and non-profit organizations, and has been commissioned as an expert witness in legal cases involving brand confusion and consumer behavior.

Research Interests

• Consumers’ Inductive and Deductive Inferences
• Stereotypes and Identity in Consumer Behavior
• Innovation Strategies
• Branding and Brand Extensions
• Financial and Physical Well-being

Research Grants

• Center for Positive Marketing and Association of National Advertisers Research Grant, 2019
• ING’s Think Forward Initiative (TFI) Research Grant 2018-2019
• Research Grant to Study the German Mittelstand and the US Middle Market, 2016
• Fisher College of Business Small Grants, 2009-2010, 2010-2011
• Coca Cola CDW Grant for research on perceptions of gender diversity in service firms, 2007-2008
• CIBER Global Competence Award for research on off-shoring of services, 2006-2007, 2007-2008

Publications

Peer-reviewed Journal Articles

Rogova, Natalia, and Shashi Matta (2022), "The Role of Identity in Digital Consumer Behavior: A Conceptual Model and Research Propositions Based on Gender," AMS Review, (Forthcoming).

Scarpi, Daniele, Gabriele Pizzi, and Shashi Matta (2022). "Digital Technologies and Privacy: State of the Art and Research Directions," Psychology & Marketing, Vol. 39 (9), 1687-1697.

Matta, Shashi, Natalia Rogova, and Gonzalo Luna-Cortés (2022), “Investigating Tolerance of Uncertainty, COVID-19 Concern, and Compliance with Recommended Behavior in Four Countries: The Moderating Role of Mindfulness, Trust in Scientists, and Power Distance,” Personality and Individual Differences, Vol. 186 (A), 111352.

Hogreve, Jens, Shashi Matta, Alexander Hettich, and Rebecca Walker-Reczek (2020), “How do Social Norms Influence Parents’ Food Choices for their Children? The Role of Social Comparison and Implicit Self-Theories,” Journal of Retailing, Vol. 97 (2), 173-190.

Lickel, Brian, Kostadin Kushlev, Victoria Savalei, Shashi Matta, and 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.

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 Chapters

Matta, Shashi, Claudia Aranibar Chávez, Mahir El, Alina Hansen, and Aurore Keller (2022), “Elevating Ideas - Creating Meaning: A Five Step Framework from Idea to Reality,” in Changing Time - Shaping World: Changemakers in Art and Education, Colombia University Press.

Matta, Shashi, and Gonzalo Luna-Cortés (2020), “I Share, Therefore I am: Reflections on Visual Dialogue from a Consumer Psychology Perspective on Creativity, Identity, and Value,” Dialog- Dialogues: Ein Artistic-Research-Project im interdisziplinären Dialog, ed. Rainer Wenrich and Petia Knebel.

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.

Honors and Awards

• Annual Teaching Award, “Preis der Lehre”, awarded for Excellent Teaching at the WFI – Ingolstadt School of Management, KU, July 2020
• Competitive Research Grant - 1st Place - awarded bythe Center for Positive Marketing and the Association of National Advertisers (ANA), New York, February 2019
• BRIGHT MBA Faculty Luminary Award for Best Professor in the BRIGHT MBA Program, Fisher College of Business, The Ohio State University, May 2018
• Bostic-Georges Pace Setter Faculty Service Award, Fisher College of Business, The Ohio State University, March 2018
• Fellow, OSTEP Faculty Learning Community, University Center for Advancement of Teaching, The Ohio State University, 2017-2018
• Outstanding MBA Core Class Professor” Award, Fisher College of Business, The Ohio State University, May 2016
• Favorite Business School Professors Teaching MBAs, Poets & Quants, August 2016
• Ohio State University Leadership Awards, by Office of Student Life, “Outstanding Advisor for a Student Organization (for AMP)”, April 2016
• Daniel Westerbeck “Pace Setter” Teaching Excellence Award, Pace Setter Award Ceremony, Fisher College of Business, The Ohio State University, March 2015
• Invited Guest Professorship at the Ingolstadt School of Management, Catholic University of Eichstätt-Ingolstadt, Germany, Summer 2017, Summer 2016, Summer 2015, Summer 2014
• Undergraduate Program Award for Outstanding Service, Fisher College of Business, The Ohio State University, March 2014
• Audi Guest Professorship at the Ingolstadt School of Management, Catholic University of Eichstätt-Ingolstadt, Germany, Summer 2013, Summer 2012
• Distinguished Undergraduate Research Mentor Nominee, Denman Undergraduate Research Forum, The Ohio State University, 2017, 2016, 2015, 2014, 2013, 2012, 2011, 2010, 2009, 2008, 2007
• MBA Elective Teaching Award by the Department of Marketing & Logistics, Fisher College of Business, The Ohio State University, 2012
• Nominated for the Outstanding Faculty Award by the Alumni Association of the OSU Sphinx Senior Class Honorary, The Ohio State University, March 2011 and March 2009
• Best Research Paper award at the International Conference on Services in Emerging Markets, Indian School of Business, Hyderabad, September 2010
• Excellence in Teaching Award, Fisher College of Business, The Ohio State University, February 2010
• Marketing Professor of the Year, Ohio State Chapter, American Marketing Association, 2008
• Consortium Faculty, AMA Sheth Doctoral Consortium, Arizona State University, May 2007
• Winner of the AMA SERVSIG Award for the ‘Best Paper in Services, Published in 2005,’ for “Inferences about the Brand from Counter-Stereotypical Service Providers,” Journal of Consumer Research, 32 (2), 196-206 (co-authored with Valerie Folkes).
• Outstanding Academic Achievement Award, University of Southern California, May 2006
• Fellow, AMA Sheth Doctoral Consortium, University of Connecticut, Storrs, CT, July 2005
• Winner of the 2004 Liam Glynn Scholarship for the Most Promising Young Scholar in Services, awarded by the Services Special Interest Group of the American Marketing Association
• Winner of the 2004 CIBEAR Doctoral Dissertation Grant, USC Marshall School of Business
• 2004-2005 PhD Excellence in Teaching Award, Marketing Dept, USC Marshall School of Business
• Winner of the Best Paper Presentation Award at the 5th Annual Association of Pacific Rim Universities (APRU) Conference, Sydney, Australia, August 2004
• Recipient of the university-wide Provost’s Award to represent University of Southern California at the 5th Annual Association of Pacific Rim Universities (APRU) Conference, Sydney, Australia, August 2004
• Chosen from a university-wide selection of 15 doctoral students to participate in The Future Professoriate, a one-year program conducted by University of Southern California’s Center for Excellence in Teaching, 2005