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 the Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Review of Marketing Research, and Emotion.
Research Interests
- Consumers’ Inductive and Deductive Inferences
- Branding and Brand Extensions
- Stereotypes in Consumer Behavior
- Financial and Physical Well-being
- Services Marketing and Management
Research Grants
- 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