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Wilbur O. and Ann Powers College of Business

Profile Information

Anastasia Thyroff

Anastasia Thyroff

Associate Professor Marketing

Office: 330K Wilbur O and Ann Powers 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
  • Thesis & Dissertation Advising


Anastasia Thyroff, Associate Professor of Marketing at Clemson University, received her MMR from the University of Georgia and Ph.D. from the University of Arkansas. Professor Thyroff's research is at the intersection of markets and society. Specifically, she analyzes consumers, culture, institutions, values, and the markets they interact in. Research contexts of particular interest include technology, sustainability, experience, and well-being. Dr. Thyroff's research has appeared in many top business outlets, including the Journal of Business Research, Academy of Marketing Science Review, Journal of Interactive Marketing, and Marketing Theory. Some of her awards include Clemson University's Bradley Award for Mentoring (2019), College of Business Dean's Award for Student Engagement (2017), DSP Top Faculty Member (2016, 2015), The SMA Best 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). In her spare time, she enjoys riding bikes and listening to live music with her son, August, and partner, Robbie.

Research Interests

  • Markets and Society
  • Sustainability
  • Well-Being
  • Marketing Research
  • Education

Research Publications

  • Hawkins, Matthew A. and Anastasia Thyroff (Forthcoming). Consumer-activity identification: Identifying antecedents and outcomes. Journal of Strategic Marketing.
  • Killian, Ginger, Jennifer Siemens, Anastasia Thyroff, and Scott Smith (Forthcoming). Lean On Me: The Positive Effects of Brand Resources and Brand Love During Stressful Life Transitions, Journal of Marketing Theory and Practice.
  • Thyroff, Anastasia, Matthew A. Hawkins, and Duygu Akdevelioglu (2023). Thinking Big about Going Small: Conceptualizing the Human-Technology Integration Spectrum. Journal of Macromarketing, 43(4), 433-440.
  • Hawkins, Matthew and Anastasia Thyroff (2023). The Consumer-activity Relationship and Separation Distress, European Journal of Marketing, 57(4), 930-956.
  • Rapert, Molly, Anastasia Thyroff, and Sarah Grace (2021). The Generous Consumer: Interpersonal Generosity and Pro-Social Dispositions as Antecedents to Cause-Related Purchase Intentions, Journal of Business Research 132, 838-847.
  • Grace, Sarah, Manny Mejia, Molly Rapert, and Anastasia Thyroff (2021). Student performance and transition satisfaction during COVID-19, Marketing Education Review, 31, 226-240. (Authors listed alphabetically)
  • Raymond, Mary Anne, Jennifer Siemens, and Anastasia Thyroff (2021). Students, Please Teach Us! Implementing Student-Employee Reverse Mentoring to Increase Career Readiness, Marketing Education Review, 31, 87-92. (Authors listed alphabetically)
  • Kilbourne, William E. and Anastasia Thyroff (2020). STIRPAT for Marketing: An Introduction, Expansion, and Suggestions for Future Use, Journal of Business Research 108, 351-361.
  • Thyroff, Anastasia (2020). Ode to Alda: Tales of Icelandic Tourism, Marketing Theory 20(2), 185-193.
  • Murray, Jeff, …Anastasia Thyroff, Mariella Zavala, Miguel Zuniga (2019). Toward a Processual Theory of Transformation, Journal of Business Research 100, 319-326.
  • Thyroff, Anastasia (2019). Teaching Qualitative Marketing Research: An Experiential Approach, Marketing Education Review 1, 75-87.
  • Thyroff, Anastasia, Jennifer C. Siemens and Brandon McAlexander (2018). The Influence of Material Reliance, Personal Control, and Expectations on Quality of Life During Consumers’ Life Transitions, Journal of Consumer Marketing 35(7), 743-753.
  • Thyroff, Anastasia and William E. Kilbourne (2018). Self-Enhancement and Individual Competitiveness as Mediators in the Materialism /Quality of Life Relationship, Journal of Business Research 92, 189-196.
  • Thyroff, Anastasia, Jennifer C. Siemens and Jeff B. Murray (2018). Constructing a Theoretical Framework for the Process of Innovation Legitimation, Academy of Marketing Science Review 8, 180-194.
  • 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). Sustainable Marketing. 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 (2010). Adding Goods and Services. In D. J. McCubbrey, Business Fundamentals, (270-287). Global Text Project.
  • +29 International and National Refereed Proceedings (since 2010)
  • +16 Formal Presentations, in addition to Proceedings (since 2010)


Faculty Profile
Wilbur O. and Ann Powers College of Business
Wilbur O. and Ann Powers College of Business | 343 Chandler L. Burns Hall, Clemson, S.C. 29634