Mathew Isaac

Visiting Professor of Marketing

Ph.D., Northwestern University Kellogg School of Management


View CV
  • Bio

    Dr. Mathew S. Isaac is a Visiting Professor of Marketing at the Cox School of Business at Southern Methodist University. Dr. Isaac’s research focuses on consumer judgment and decision-making, specifically examining how contextual and motivational factors influence product evaluations and purchase intentions. His work has been published in a number of leading scientific journals, including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Journal of Retailing, and Journal of Advertising Research, and widely featured in business and popular press, including Harvard Business Review, Financial Times, Time, Forbes, Wall Street Journal, New York Times, The Atlantic, Men's Health, and Fast Company. In addition to being a guest speaker on marketing and sales topics, Dr. Isaac frequently consults with corporate clients on a range of issues such as increasing marketing and sales effectiveness, crafting strategic communications, measuring satisfaction, and understanding buyer decision biases. Former clients include Google, Microsoft, Macy’s,, Tableau Software, and Nuance Communications. Prior to entering academia, Dr. Isaac worked as a Consultant and Manager for Bain & Company and ZS Associates, where he advised media, technology, healthcare, and private equity clients on issues related to marketing, sales, and business strategy. Areas of expertise include go-to-market strategy design, incentive compensation, customer satisfaction/engagement, communications strategy, marketing research, segmentation and targeting, and value optimization.
  • Teaching

    Marketing Management (MKTG 6201), Advertising and Marketing Communications (MKTG 6212), Advanced Marketing Strategy (MKTG 6226) 
  • Research

    Consumer psychology; Judgment and decision-making
  • Select Publications

    Isaac, Mathew S., Carl Obermiller, and Rebecca Jen-Hui Wang, “The Downside of Divinity? Reputational Harm to Sectarian Universities from Overtly Religious Advertising,” Journal of Advertising, in press.

    Humphreys, Ashlee, Mathew S. Isaac, and Rebecca Jen-Hui Wang (2020), “Construal Matching in Online Search: Applying Text Analysis to Illuminate the Consumer Decision Journey,” Journal of Marketing Research, in press. Isaac, Mathew S. and Katie Spangenberg (2020), “The Perfection Premium,” Social Psychological and Personality Science, 12 (6), 930-937. Isaac, Mathew S., Yantao Wang, and Robert M. Schindler (2020), “The Round-Number Advantage in Consumer Debt Repayment,” Journal of Consumer Psychology, 31 (2), 240-262. Cohen, Marc A. and Mathew S. Isaac (2020), “Trust Does Beget Trustworthiness, and also Begets Trust in Others,” Social Psychology Quarterly, 84 (2), 189-201. Isaac, Mathew S. and Kent Grayson (2020), “Priming Skepticism: Unintended Consequences of Narrow Persuasion Knowledge Access,” Psychology & Marketing, 37, 466-478. Sevilla, Julio, Mathew S. Isaac, and Rajesh Bagchi (2018), “Format Neglect: How the Use of Numerical Versus Percent Rank Claims Influences Consumer Judgments,” Journal of Marketing, 82 (6), 150-164. Koschmann, Anthony and Mathew S. Isaac (2018), “Retailer Categorization: How Store-Format Price Image Influences Expected Prices and Consumer Choices,” Journal of Retailing, 94 (4), 364-379. Isaac, Mathew S. and Kent Grayson (2017), “Beyond Skepticism: Can Accessing Persuasion Knowledge Bolster Credibility?,” Journal of Consumer Research, 43 (6), 895-912.

    Brough, Aaron R., James E. B. Wilkie, Jingjing Ma, Mathew S. Isaac, and David Gal (2016), “Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption,” Journal of Consumer Research, 43 (4), 567-582. Isaac, Mathew S., Aaron R. Brough, and Kent Grayson (2016), “Is Top 10 Better than Top 9? The Role of Expectations in Consumer Response to Imprecise Rank Claims,” Journal of Marketing Research, 53 (3), 338-353. Isaac, Mathew S. and Morgan Poor (2016), “The Sleeper Framing Effect: The Influence of Frame Valence on Immediate and Retrospective Experiential Judgments,” Journal of Consumer Psychology, 26 (1), 53-65. Calder, Bobby J., Mathew S. Isaac, and Edward C. Malthouse (2016), “How to Capture Consumer Experiences: A Context-Specific Approach to Measuring Engagement,” Journal of Advertising Research, 56 (1), 39-52. Isaac, Mathew S. and Aaron R. Brough (2014), “Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments,” Journal of Consumer Research, 41 (2), 310-325.

    Isaac, Mathew S. and Robert M. Schindler (2014), “The Top-Ten Effect: Consumers' Subjective Categorization of Ranked Lists,” Journal of Consumer Research, 40 (6), 1181-1202. Brough, Aaron R. and Mathew S. Isaac (2012), “Finding a Home for Products We Love: How Buyer Usage Intent Affects the Pricing of Used Goods,” Journal of Marketing, 76 (4), 78-91.