416-736-2100 Ext. 33507
Area(s) of Expertise
About Theodore J. Noseworthy
The primary focus of my research and teaching is in the area of new product design and innovation. This work focuses predominantly on how people make sense of new innovative products and how marketers can better facilitate adoption. My theoretical interests are in the area of product categorization, category ambiguity, and visual processing. Some of my recent projects include exploring gender differences in the processing of visually incongruent products, exploring how consumers trade-off dominant product features for perceptual identity, exploring how certain types of positioning tactics influence how consumers make sense of visually incongruent products, and exploring how people make inferences based on the visual appearance of currency.
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, & 2012 Governor General’s Award Nominations
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
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, (Forthcoming).
Pancer, Ethan, Lindsay McShane, and Theodore J. Noseworthy (2016), “Isolated Environmental Cues and Product Efficacy Penalties: The Color Green and Eco-labels,” Journal of Business Ethics, (Forthcoming).
Bagga, Charan K.†, Theodore J. Noseworthy, and Niraj Dawar (2015), “Asymmetric Consequences of Radical Innovations on Category Representations of Competing Brands,” Journal of Consumer Psychology, (Forthcoming).
Galoni, Chelsea and Theodore J. Noseworthy (2015), “Does Dirty Money Influence Product Valuations?,” Journal of Consumer Psychology, (Forthcoming).
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
Project Title Role Award Amount Year Awarded Granting Agency 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