S
Shashi Matta
Researcher at The Catholic University of America
Publications - 13
Citations - 725
Shashi Matta is an academic researcher from The Catholic University of America. The author has contributed to research in topics: Brand extension & Implicit personality theory. The author has an hindex of 6, co-authored 12 publications receiving 629 citations. Previous affiliations of Shashi Matta include Max M. Fisher College of Business & Ohio State University.
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The effect of package shape on consumers' judgments of product volume: Attention as a mental contaminant.
Valerie S. Folkes,Shashi Matta +1 more
TL;DR: A series of experiments examined how a container's shape can bias judgments of product quantity as mentioned in this paper and found that containers that have shapes perceived as attracting more attention are also perceived to contain a greater volume of a product than same-sized packages that attract less attention.
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The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions:
TL;DR: In this article, implicit theories regarding personality traits (whether they are deemed to be fixed or malleable) affect consumer inferences about the malleability of a brand's personality traits and thus its ability to extend into new categories.
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Shame and the motivation to change the self
TL;DR: 2 studies examining people's lived experiences of self-conscious emotions, particularly shame, in motivating a desire for self-change found it was feelings of shame that uniquely predicted a want to change, whereas regret predicted an interest in mentally undoing the past and repairing harm done.
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Branding strategies, marketing communication, and perceived brand meaning: The transfer of purposive, goal-oriented brand meaning to brand extensions
TL;DR: In this article, the authors developed and tested a conceptual model of the transfer process whereby perceived similarity organized around shared goals facilitates the transfer of knowledge and affect from a parent brand to an extension of that brand.
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Inferences about the Brand from Counterstereotypical Service Providers
Shashi Matta,Valerie S. Folkes +1 more
TL;DR: The authors compared the effects of information about a stereotypical service provider with that about a counter-stereotypical service provider on inferences about the similarity of employees within the firm and the firm's similarity to other firms (across-brand differentiation).