Shashi Matta, Ph.D.
Associate Professor - Clinical
Marketing & Logistics
Fisher College of Business
Primary Food Innovation Center Area: Foods for Health
Areas of Expertise: consumer decision-making, consumer behavior, consumer well-being, motivators of healthy behaviors, consumer inferences about healthy food
I study consumers, markets and brands. In understanding consumers' decision-making, their inferences about healthy food, and the motivations that drive their behavior, I can make a meaningful contribution to the mission of the Food Innovation Center. My published research in the areas of 1) consumers' judgments of package shape and size, and 2) emotional motivations arising out of experiences of shame and guilt are particularly relevant to my interest in supporting the mission of the FIC.