Faculty

Matthew Hall

Assistant Professor of Marketing

Marketing

Matthew Hall

matthew.hall@oregonstate.edu

Faculty

Matthew Hall

Overview

Background

Publications

Overview

Biography

Dr. Matthew Hall is an assistant professor of marketing in the Oregon State University College of Business. He is originally from Kansas and earned his PhD from the University of Nebraska-Lincoln before joining the faculty in 2020. Matt's research focuses on exploring consumer behavior in the areas of social influence, social media, experiential consumption, and word of mouth. Specifically, he focuses on how consumers' interactions with others influence their perceptions of themselves and their marketplace experiences.

In his spare time, Matt enjoys spending time outdoors with his family. He also enjoys hiking, riding his bike, and playing soccer, basketball, and golf. When the rain keeps him indoors, he enjoys watching his favorite sports teams, the Kansas City Royals and the Kansas City Chiefs.

Credentials

Doctorate of Philosophy (Ph.D.) in Business: University of Nebraska-Lincoln; Concentration: Marketing; Spring 2020.

Career Interests

Research areas: Consumer behavior

Research interests: Social influence, word of mouth, social media, experiential consumption

Dr. Hall's research focuses on how consumers' interactions with others shape their perceptions of themselves and their marketplace experiences. He is especially interested in how consumers share about their consumption experiences online, and how the feedback and attention that sharing facilitates influences consumer perception and behavior. He is also interested in how viewers' evaluations of digital content are affected by various content characteristics, and how those content evaluations shape viewer perceptions of both the content and the sharer.

Background

Proceedings and Conference Presentations

Matthew J. Hall (2023), “How Online Attention Influences Consumers’ Spotlight Biases,” Association for Consumer Research Conference, Seattle, WA.

Matthew J. Hall, Jamie D. Hyodo, and Kirk Kristofferson (2023), “Rejected Recommendations Reduce Recommender Repurchase of a Previously-Recommended Product,” Association for Consumer Research Conference, Seattle, WA.

Kaskela, Timothy, Matthew J. Hall, and Bin Zhu (2022), “The Effects of Image Properties on Consumer Sharing: An Examination of Saturation, Brightness, and Perceived Image Naturalness,” Northwest Marketing Symposium, Vancouver, WA.

Hall, Matthew J., and Daniel Zane (2023), “I Care about Why You Share: Inferences about Sharing Motives Influence Observers’ Engagement in Similar Experiences,” Society for Consumer Psychology, San Juan Puerto Rico.

Hall, Matthew J., and Daniel Zane (2022), “I Care about Why You Share: Inferences about Sharing Motives Influence Observers’ Engagement in Similar Experiences,” SCP Boutique Conference for Experiential Consumption, Gainesville, FL.

Hall, Matthew J., and Daniel Zane (2020), “I Care about Why You Share: Inferences about Sharing Motives Influence Observers’ Engagement in Similar Experiences,” Association for Consumer Research Conference, Virtual Conference.

Hall, Matthew J. (2020), "Are You Paying Attention? Consumption-Related Antecedents and Consequences of the Spotlight Effect,” Association for Consumer Research Conference, Virtual Conference.

Hall, Matthew J., Jamie D. Hyodo, and Kirk Kristofferson (2020), “You Didn’t Take My (Uncertain) Advice? Examining the Effects of Confidence and Recommendation Outcomes on Recommender Preferences,” Association for Consumer Research Conference, Virtual Conference.

Hall, Matthew J., and Jamie D. Hyodo (2019), “‘I Should Have Tried That’: The Risks of Serving Growth-Minded Consumers in an Increasingly DIY Marketplace,” American Marketing Association Winter Conference, San Diego, California.

Hall, Matthew J., Jamie D. Hyodo, and Alix Barasch (2020), “When Likes Lead to Liking: How Post-Consumption Attention Enhances Experience Satisfaction,” American Marketing Association Winter Conference, San Diego, California.

Hall, Matthew J., and Jamie D. Hyodo (2019), “The Risks of Serving Growth-Minded Consumers in an Increasingly DIY Marketplace,” American Marketing Association CBSig Conference, Bern, Switzerland.

Hall, Matthew J., Jamie D. Hyodo, and Kirk Kristofferson (2019), “You Didn’t Take my Advice? Examining Social and Product-Related Outcomes of Rejected Recommendations,” Society for Consumer Psychology Conference, Savannah, Georgia.

Hall, Matthew J., and Jamie D. Hyodo (2018), “If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption,” Association for Consumer Research Conference, Dallas, Texas.

Hall, Matthew J., and Jamie D. Hyodo (February 2018), “‘I Thought People Would Be Stoked on Me’: The Effect of Received Attention on Purchase Satisfaction,” Society for Consumer Psychology, Dallas, Texas.

Hall, Matthew J., and Jamie D. Hyodo (2017), “Is My Failure Your Problem? Examining Carryover Effects of Prior Consumer Failure on Customer Satisfaction,” Association for Consumer Research Conference, San Diego, California.

Hall, Matthew J., and Xin Zhao (2016), “Perpetual Dispossession: An Exploration of Ownership without Possession,” Advances in Consumer Research, Berlin, Germany.

Honors & Awards

Best Working Paper – Society for Consumer Psychology Winter Conference (2022)

Runner-up – Society for Consumer Psychology Dissertation Proposal Competition (2020)

Haring Symposium Fellow (2020)

AMA-Sheth Foundation Doctoral Consortium Fellow (2019)

Publications

Academic Journal

Marketing

“How Rejected Recommendations Shape Recommenders’ Future Product Intentions”

When a consumer (a recommender) recommends a product to another consumer (a recommendee), it is not uncommon to learn whether the recommendee chose the recommended option (i.e., accepted the recommendation) or a different option (i.e., rejected the recommendation). Our research examines how rejected recommendations affect recommenders’ subsequent intentions toward the originally recommended product. We find that upon learning one's recommendation was rejected, recommenders are less likely to repurchase or choose the product in the future. This negative effect emerges because recommenders question their knowledge about the recommended product (i.e., self-perceived expertise is reduced). Such questioning is more likely to occur when the recommendee is a close other and less likely to occur when the recommended product is perceived to primarily differ from alternatives due to subjective preferences (i.e., horizontal differentiation is salient). Importantly, this rejected recommendation effect is shown to be distinct from a social proof account. The current research contributes to WOM theory by identifying a novel outcome of recommendation interactions—rejected recommendations—and by demonstrating that this outcome can cause consumers to shift away from a product despite having felt positively enough about the product to recommend it to others.

Details

Academic Journal

Marketing

“Aha! I Knew that Voice Sounded Familiar!”: How Non-Identified Voiceover Endorsements Increase Ad Enjoyment via Moments of Insight”

Brands often use celebrities to narrate advertisements without explicitly featuring or identifying them. While such non-identified voice-over (NIVO) endorsements are common, little research has considered consumer responses to these advertisements. The present research demonstrates that when consumers recognize a NIVO endorser’s voice, the recognition process can spark a sudden moment of insight referred to as an Aha! experience. This insightful process enhances both viewers’ enjoyment of the advertisement and their evaluations of the promoted brand. These positive effects of NIVO endorser recognition are demonstrated not only compared to those who do not recognize the NIVO endorser’s voice, but also relative to consumers who view more traditional forms of advertising (non-endorsements and ads with explicitly identified endorsers). This research contributes to theory by demonstrating how brands can benefit from using NIVO endorsement strategies in their advertising and by highlighting a novel way brands can help consumers experience moments of insight.

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Academic Journal

Marketing

“Embracing the Spotlight (Effect): How Attention Received Online Influences Consumers’ Offline Spotlight Biases”

In general, consumers perceive others to pay more attention to them than is actually the case (i.e., the spotlight bias). The present research examines how the magnitude of this bias (i.e., the relative inaccuracy of these attention-related perceptions) can be influenced by the attention consumers receive after sharing content online. Specifically, when consumers receive more (less) attention after sharing content online, they experience increased (decreased) egocentrism. This, in turn, increases (decreases) the inaccuracy of their perceptions regarding the attention others pay to their subsequent offline behavior—i.e., it increases (decreases) the magnitude of their spotlight biases. This effect is moderated by both consumers’ need for attention and their intensity of social media use. Thus, this research highlights how online feedback mechanisms can have a detrimental effect on consumers’ ability to accurately perceive their offline social environments. It also contributes to theory by demonstrating the online-to-offline contagion of egocentrism.

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Academic Journal

Marketing

“Service Provider to the Rescue: How Firm Recovery of Do-It-Yourself Service Failure Turns Consumers from Competitors to Satisfied Customers”

While consumers frequently attempt to resolve their own consumption problems (i.e., do-it-yourself (DIY)), they are often unsuccessful and subsequently turn to a professional. In the present research, we consider DIY failure as a form of service failure (SF) and demonstrate that experiencing DIY service failure (DIY SF) influences consumer evaluations of subsequent firm recovery. This occurs because consumers who experience DIY SF gain greater understanding of the task (i.e., learning) through their failed attempt. This learning promotes increased appreciation of the recovering service provider’s ability, ultimately resulting in greater satisfaction with the recovery offering. We further identify mindset as a moderator of this effect, wherein those with a growth mindset are more likely to learn from failure and appreciate the abilities of the recovering service provider. By highlighting DIY SF as a novel form of SF, we demonstrate the importance of understanding customers’ prior experiences with the focal consumption problem and its solution, and of training front-line employees to better manage these customers. We test our theory across four studies using lab and field data, and close by discussing theoretical and managerial implications.

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Academic Journal

Marketing

“Perpetual Dispossession: An Exploration of Ownership without Possession”

We examine disruptions in the consumption cycle as possessions are divested of meanings, but never disposed. This perpetual process of dispossession results in legal ownership of objects, without explicit incorporation into the self. Through an ethnographic approach, we examine factors contributing perpetual dispossession and discuss implications for the extended self

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Academic Journal

Marketing

“Why All Attention is Good Attention: Social Media Views and Retrospective Experiential Satisfaction”

When consumers share about their consumption experiences, they often receive feedback or attention from others. While prior research has considered consumer responses to positive (i.e., affirming) feedback, the present research considers how consumers respond to feedback that is nondiagnostic of the viewers’ attitudes (i.e., unvalenced attention). Specifically, we demonstrate that consumers derive value from receiving unvalenced attention because this attention is interpreted by sharers as a positive signal regarding their status, boosting their social self-esteem. This enhanced social self-esteem in turn leads sharers to recall their shared experiences more positively and increases retrospective satisfaction. By demonstrating the value that consumers derive from mere, unvalenced attention, we reveal a novel means of increasing satisfaction with experiences after they are consumed and highlight the importance of consumer-to-consumer attention exchange for marketers.

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Academic Journal

Business Analytics

“Effect of Photo Saturation and Brightness on Consumer Engagement”

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