Ted Matherly

Who they are

The work of Ted Matherly reaches this site through the paper listed below. The name is tied to Conspicuous Brand Use Dilution. Their paper reports: Three studies.

Key papers

Ferraro, R., Kirmani, A., & Matherly, T. (2013). Look at me! Look at me! Conspicuous brand usage, self-brand connection, and dilution. Journal of Marketing Research, 50(4), 477-488. What it reports: Three studies. Conspicuous brand use (attention-grabbing use) can dilute a brand; authors propose observers may attribute it to impression management. Observers with low self-brand connection rated both user and brand less favourably; observers with high self-brand connection kept a favourable view of the user.

Key ideas

Conspicuous Brand Use Dilution: The account that attention-grabbing brand use can be read as impression management.

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