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Faculty and Staff Profile

Anastasia Thyroff

Assistant Professor Marketing

Office: 249 Sirrine Hall
Phone: 864-656-5295
Personal Website:

 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
• Qualitative Marketing Research
• Integrated Marketing Communications
• Introduction to Marketing


Anastasia Thyroff, Assistant Professor of Marketing at Clemson University, received her M.M.R. from the University of Georgia and Ph.D. from the University of Arkansas. Dr. Thyroff’s research interests are in consumer culture theory, market system dynamics, sociology based macromarketing, and critical theory. Some of the contexts that she has focused on include: technology, generosity, and sustainability. 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, and the Journal of Consumer Affairs. Some of her recent awards include: 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). She just organized and co-hosted the 10th annual Consumer Culture Theory (CCT) Conference, which was held in Fayetteville, AR in June 2015. The CCT Conference alternates every year between US and European Universities and is attended by 200-300 academics every year.

 Research Interests

• Consumer Behavior
• Macromarketing
• Critical Theory
• Consumer Culture

 Research Publications

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

Jennifer Siemens, 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.

Kilbourne, William E., Anastasia E. Thyroff (2015). An Institutional Approach to Sustainable Marketing: Can We Get There From Here? To appear in Marketing Theory: A Student Text, 3rd Edition, edited by Michael Saren and Michael Baker.

Cho, Yoon-na, Anastasia E. Thyroff, Molly I. Rapert, Seong-Yeon Park, 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 E. 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.


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