416-736-2100 Ext. 33507
Area(s) of Expertise
About Theodore J. Noseworthy
My research focuses on how consumers make sense of innovative products and how marketers can better facilitate the adoption of innovation. In particular, a common theme I explore is how consumers make inferential and often biased judgments when evaluating new products. I primarily explore these judgments from a cognitive perspective, with a heavy emphasis on theories of categorization and visual processing. This encompasses everything from how consumers make sense of incremental adjustments to a product’s form, packaging, or functionality to more nuanced changes in how consumers deal with the introduction of radical innovations and the emergence of entirely new product concepts. My research has implications for marketers and public policymakers as it relates to a variety of domains including, but not limited to, food innovation, currency innovation, and the proliferation of technology.
2017 Journal of Consumer Research (JCR) Outstanding Reviewer Award
2017 Ontario Early Researcher Award (Round 12 ERA)
2017 Best Paper Award, Administrative Sciences Association of Canada (ASAC)
2016 Marketing Science Institute (MSI) Young Scholar
2015 Weber Shandwick Schulich Marketers Award: Research Excellence
2014 Best Paper Award, Administrative Sciences Association of Canada (ASAC)
2013-2014 University Research Chair, University of Guelph
2011 AMA-Sheth Consortium Fellow
2011 Haring Symposium Fellow
2009-2012 SSHRC Joseph-Armand Bombardier Canada Graduate Scholarship (CGS) Doctoral
2009 Distinguished Scholar Medal, University of Guelph
2009 C. B. (Bud) Johnston Ontario Graduate Scholarship, Ivey School of Business
2008, 2009 Ontario Graduate Scholarships
2008 Dean’s Scholarship, Ivey School of Business
2008 Connor, Clark & Lunn Ontario Graduate Scholarship, Ivey School of Business
2008 Berdie & Irvin Cohen Doctoral Business Scholarship, Ivey School of Business
2008 Plan of Excellence Doctoral Fellowship, Ivey School of Business
Pancer, Ethan, Vincent Chandler, Maxwell Poole, and Theodore J. Noseworthy (2019), “Readability Drives Social Media Likes, Comments, and Shares,” Journal of Consumer Psychology, (in Press).
Taylor, Nükhet, Theodore J. Noseworthy, and Ethan Pancer (2019), “Supersize My Chances: Promotional Lotteries Impact Product Size Choices,” Journal of Consumer Psychology, (Forthcoming in print; Published Online May 2018—doi.org/10.1002/jcpy.1063).
Hingston, Sean T. and Theodore J. Noseworthy (2018), “Why Consumers Don’t See the Benefits of Genetically Modified Foods, and What Marketers Can Do About it,” Journal of Marketing,‡ 82 (September), 125 – 140.
Noseworthy, Theodore J., Kyle B. Murray, and Fabrizio Di Muro (2018), “When Two Wrongs Make a Right: Using Conjunctive Enablers to Enhance Evaluations for Extremely Incongruent New Products,” Journal of Consumer Research,‡ 44 (April), 1379 – 96.
Hingston, Sean T., Justin F. McManus, and Theodore J. Noseworthy (2017), “How Inferred Contagion Biases Dispositional Judgments of Others,” Journal of Consumer Psychology, 27 (April), 195 – 206.
Sundar, Aparna and Theodore J. Noseworthy (2016), “Too Exciting to Fail, too Sincere to Succeed: The Effects of Brand Personality on Sensory Disconfirmation,” Journal of Consumer Research, 43 (June), 44 – 67.
Bagga, Charan K., Theodore J. Noseworthy, and Niraj Dawar (2016), “Asymmetric Consequences of Radical Innovations on Category Representations of Competing Brands,” Journal of Consumer Psychology, 26 (January), 29 – 39.
Pancer, Ethan, Lindsay McShane, and Theodore J. Noseworthy (2015), “Isolated Environmental Cues and Product Efficacy Penalties: The Color Green and Eco-labels,” Journal of Business Ethics, (July), 1 – 19.
Galoni, Chelsea and Theodore J. Noseworthy (2015), “Does Dirty Money Influence Product Valuations?,” Journal of Consumer Psychology, 25 (April), 304 – 10.
Noseworthy, Theodore J., Fabrizio Di Muro, and Kyle B. Murray (2014), “The Role of Arousal in Congruity-Based Product Evaluation,” Journal of Consumer Research, 41 (December), 1108-26.
Sundar, Aparna and Theodore J. Noseworthy (2014), “Place the Logo High or Low? Using Conceptual Metaphors of Power in Packaging Design,” Journal of Marketing, 78 (September), 138-51.
Wood, Michael O., Theodore J. Noseworthy, and Scott R. Colwell (2013), “If You Can’t See the Forest for the Trees, You Might Just Cut Down the Forest: The Perils of Forced Choice on “Seemingly” Unethical Decision-Making,” Journal of Business Ethics, 118 (December), 515–27.
Di Muro, Fabrizio and Theodore J. Noseworthy (2013), “Money Isn’t Everything but It Helps If It Doesn’t Look Used: How the Physical Appearance of Money Influences Spending,” Journal of Consumer Research, 39 (April), 1330–42.
Noseworthy, Theodore J., Juan Wang, and Towhidul Islam (2012), “How Context Shapes Category Inferences and Attribute Preference for New Ambiguous Products,” Journal of Consumer Psychology, 22 (October), 529–54.
Noseworthy, Theodore J. and Remi Trudel (2011), “Looks Interesting But What Does It Do? Evaluation of Incongruent Product Form Depends on Positioning,” Journal of Marketing Research, 48 (December), 1008–19.
Noseworthy, Theodore J., June Cotte, and Seung H. Lee (2011), “The Effects of Ad Context and Gender on the Identification of Visually Incongruent Products,” Journal of Consumer Research, 38 (August), 358–75.
Noseworthy, Theodore J. and Miranda R. Goode (2011), “Contrasting Rule-Based and Similarity-Based Category Learning: The Effects of Mood and Prior Knowledge on Ambiguous Categorization,” Journal of Consumer Psychology, 21 (July), 362–71.
Lee, Seung H., June Cotte, and Theodore J. Noseworthy (2010), “The Role of Network Centrality in the Flow of Consumer Influence,” Journal of Consumer Psychology, 20 (January), 66–77.
Noseworthy, Theodore J., Karen Finlay, and Towhidul Islam (2010), “From a Commodity to an Experience: The Moderating Role of Thematic Positioning on Congruity-Based Product Judgment,” Psychology & Marketing, 27 (May), 465–86.
Courses TaughtDCAD 7250 Research Design
MKTG 6440 New Products
DCAD 7060 Applied Statistics
Project Title Role Award Amount Year Awarded Granting Agency Project TitleUsing Computer Vision Algorithms to Optimize the Communication Oof New Products to Grow the Economy RoleCo-Investigator Award Amount$95,302.00 Year Awarded2018 Granting AgencySocial Sciences and Humanities Research Council Project TitleHow Extreme Product Incongruity Leads Consumers to Affirm Other Consumption-Relevant Knowledge Structures RolePrincipal Investigator Award Amount$101,058.00 Year Awarded2017 Granting AgencySocial Sciences and Humanities Research Council - SSHRC Insight Grant Project TitleCompensating for Innovation: How Extreme Product Incongruity Encourages Consumers to Affirm Meaning in Paradoxical Ways RoleCo-Investigator Award Amount$3,000.00 Year Awarded2017 Granting AgencyMarketing Science Institute (MSI) Project TitleExploring How Food Ambiguity Can Lead to Overconsumption RolePrincipal Investigator Award Amount$190,000.00 Year Awarded2017 Granting AgencyOntario Early Researcher Award (ERA) Project TitleThe Innovation, Design, and Consumption Laboratory RolePrincipal Investigator Award Amount$36,450.00 Year Awarded2016 Granting AgencyCanadian Foundation for Innovation (CFI) Institutional Operating Fund (IOF) Project TitleEntrepreneurial Innovation and the Public Good RolePrincipal Investigator Award Amount$500,000.00 Year Awarded2014 Granting AgencyCanada Research Chairs - CRC (Tier II) Project TitleThe Innovation, Design, and Consumption Laboratory RolePrincipal Investigator Award Amount$395,736.00 Year Awarded2013 Granting AgencyCanada Foundation for Innovation - CFI Institutional Infrastrusture Grant Project TitleHow ‘Functional Foods’ Lead to Over-Consumption RolePrincipal Investigator Award Amount$92,600.00 Year Awarded2013 Granting AgencySocial Sciences and Humanities Research Council - SSHRC Insight Grant
Marketing with Currency
That crumpled $20 bill in your wallet? You’re more likely to spend it than a crisp one, and Dr. Theodore Noseworthy, Associate Professor in Marketing at the Schulich School of Business, knows why. According to his research, people make inferences based on the visual appearance of currency.
“Much of this has to do with the normative belief that money is dirty, and thus people infer that a bill that looks worn must have been handled more than a bill that looks brand new,” Dr. Noseworthy explains.
Dr. Noseworthy’s research interests are in the area of product categorization and visual processing.
As the Canada Research Chair in Entrepreneurial Innovation and the Public Good, his goal is to develop insights that inform business and policy makers about the benefits of properly communicated innovation and the potential costs to susceptible consumers and society.
“My research speaks to how marketers can better communicate product and service innovations to maximize adoption and awareness,” Dr. Noseworthy says.
With funding from the Canadian Foundation for Innovation (CFI), he has developed the NOESIS: Innovation, Design and Consumption Laboratory housed at the Schulich School of Business with the specific intent to conduct further high quality research, train personnel, and facilitate knowledge mobilization.