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The University of Massachusetts Amherst

Matthew Godfrey

Assistant Professor



PhD, Marketing (major) & Sociology (minor), University of Arizona, 2019

Academic Appointments

Assistant Professor of Marketing, Isenberg School of Management, UMass Amherst, 2019-Present

Recent Honors / Awards

Doctoral Fellowship, Social Sciences and Humanities Research Council of Canada (SSHRC), 2016-2019
University Fellow, University of Arizona, 2014-2015
MAP Whitepaper Research Grant Recipient (with Melanie Wallendorf), University of Arizona Economic and Business Research Center, 2016
Doctoral Fellow, AMA-Sheth Consortium, 2018

Research Interests

Sociocultural aspects of consumer behavior
Consumer service experiences
Space and place
Services marketing
Retail servicescape design
Corporate sustainability and social responsibility

Teaching Interests

  • Customer insights and consumer experience
  • Customer insights and consumer experience
  • Qualitative research methods
  • Services marketing
  • Retail management
  • Consumer behavior
  • Advertising and marketing communications

Selected Publications

Godfrey, D. Matthew and Patrick Feng (2017),“Communicating Sustainability: Student Perceptions of a Behavior Change Campaign,” International Journal of Sustainability in Higher Education, 18(1), 2-22,lead article