Area of Expertise
- Consumer Behavior
- Consumer Information Processing
- Marketing - Technology
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.
2020 York University “Research Leader” Designation
2020 Journal of Consumer Research (JCR) Outstanding Reviewer Award
2020 President’s Emerging Research Leadership Award (PERLA)
2019 Emerging Leader Research Award, Schulich School of Business, York University
2019 Renewal: Tier II Canada Research Chair
2018 Honourable Mention, Administrative Sciences Association of Canada
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 Tier II Canada Research Chair
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 Distinguished Scholar Medal, University of Guelph
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 Infrastructure 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.