Anastasia ThyroffAssistant Professor Marketing
Office: 249 Sirrine Hall
Personal Website: http://anastasiathyroff.com/
MMR Marketing Research
• Consumer Behavior
ProfileAfter attending The University of Georgia for my Masters in Marketing Research and The University of Arkansas for my PhD, I am honored to be back “home” where my passion for academia first started: Clemson University. I consider myself an academic who is passionate about research, teaching, and giving back to the community. My research interests tend to have several things in common. First, there is usually a critical element; I like to critique traditional ideologies and assumptions of marketing. Second, I like to take a macromarketing/sociological approach to my research. Specifically, I study the large dominate paradigms of marketing as well as the formation of markets. Lastly, I love to study consumer culture and the structures that make each culture unique. Some of the contexts that I am especially interested in are: technology, generosity, and sustainability. Recent Awards: • The Society for Marketing Advances Best Paper in Conference Award (2013) • The Society for Marketing Advances Best Paper in Promotion Track (2013) • The Society for Marketing Advances Solomon Best Paper in Buyer Behavior Track (2012) • Outstanding Graduate Student Teaching Award (2012) • P.E.O. International Scholar Award (2011) • The Journal of Consumer Affairs Best Article Award (2011)
• Consumer Culture
• Market System Dynamics
• Sociology Based Macromarketing
• Critical Theory
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.