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Faculty and Staff Profile

Anastasia Thyroff

Assistant Professor Marketing

Office: 257 Sirrine Hall
Phone: 864-656-5295

 Educational Background

Ph.D. Marketing
University of Arkansas 2013

MMR Marketing Research
University of Georgia 2009

BS Marketing
Clemson University 2008

 Courses Taught

• Consumer Behavior
• Marketing Research
• Integrated Marketing Communications
• Introduction to Marketing


Anastasia Thyroff, Assistant Professor of Marketing at Clemson University, received her Masters in Marketing Research (MMR) from the University of Georgia and PhD. from the University of Arkansas. Dr. Thyroff’s research interests are in macromarketing, critical theory, sustainability and technology. Dr. Thyroff is comfortable using a wide-range of methodologies to answer the research questions at hand including: depth interviews, ethnography, historical analysis, structural modeling and survey design. Her research has appeared in outlets including the Journal of Business Research, Journal of Interactive Marketing, the Journal of Consumer Affairs, and Marketing Theory. Some of her recent awards include: College of Business Dean’s Award for Student Engagement (2017), DSP Top Faculty Member (2016, 2015) The SMA Paper in Conference Award (2013), The SMA Solomon Best Paper in Buyer Behavior Track (2012), Outstanding Graduate Student Teaching Award (2012), and The Journal of Consumer Affairs Best Article Award (2011).

 Research Interests

• Macromarketing
• Critical Theory
• Sustainability
• Technology

 Research Publications

Thyroff, Anastasia and William E. Kilbourne (Forthcoming). Self-Enhancement and Individual Competitiveness as Mediators in the Materialism /Quality of Life Relationship, Journal of Business Research.

Thyroff, Anastasia, Jennifer C. Siemens and Brandon McAlexander (Forthcoming). The Effects of Materialism, Personal Control, and Expectations on Well-being for Vulnerable Consumers during Major Life Transitions, Journal of Consumer Marketing.

Thyroff, Anastasia, Jennifer C. Siemens and Jeff B. Murray (Forthcoming). Constructing a Theoretical Framework for the Process of Innovation Legitimation, Academy of Marketing Science Review.

Kilbourne, William E., Michael J. Dorsch and Anastasia Thyroff (2018). Theorizing Materialism through the IAD Framework, Marketing Theory, 18(1), 55-74.

Thyroff, Anastasia and William E. Kilbourne (2017). Understanding Pro-Environmental Intentions through Growth, Competitiveness and Concern, Australasian Marketing Journal, 25(2), 97-105.

Kilbourne, William E. and Anastasia Thyroff (2016). An Institutional Approach to Sustainable Marketing: Can We Get There From Here? In Marketing Theory: A Student Text, 3rd Edition, edited by Michael Saren and Michael Baker.

Thyroff, Anastasia, Jeff B. Murray and Russell W. Belk (2015). Research in Consumer Behavior: Consumer Culture Theory, (17). Bingley, UK: Emerald Group Publishing Limited.

Siemens, Jennifer C., Scott Smith, Dan Fisher, Anastasia Thyroff and Ginger Killian (2015). Level up! The Role of Progress Feedback Type for Encouraging Intrinsic Motivation and Positive Brand Attitudes in Public versus Private Gaming Contexts, Journal of Interactive Marketing, 32, 1-12. *Lead Article

Cho, Yoon-na, Anastasia Thyroff, Molly I. Rapert, Seong-Yeon Park and Hyun Ju Lee (2013). To Be or Not to Be Green: Exploring Individualism and Collectivism as Antecedents of Environmental Behavior, Journal of Business Research, 66(8), 1052-1059.

Tangari, Andrea H., Scot Burton, Elizabeth Howlett, Anastasia Thyroff and Yoon-na Cho (2010). Weighing In On Fast Food Consumption: The Effects of Meal and Calorie Disclosures on Consumer Fast Food Evaluations, Journal of Consumer Affairs, 44(3), 431-462. * Winner of JCA Best Article of the Year.

Thyroff, Anastasia, George Zinkhan, Anja Remple and Hongbum Kim (2009). Adding Goods and Services. In D. J. McCubbrey, Business Fundamentals, (270-287). Global Text Project.

+17 International and National Refereed Proceedings (since 2010)


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