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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

Consumer Culture Theory (CCT)
Sociocultural factors shaping consumer experience
Spatial, social, cultural, and economic inclusion in the market
Repair and sustainability
Retail servicescape design
Space and place
Services marketing

Teaching Interests

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

Selected Publications

Godfrey, D. Matthew, Linda L. Price, and Robert F. Lusch (2022), “Repair, Consumption, and Sustainability: Fixing Fragile Objects and Maintaining Consumer Practices,” Journal of Consumer Research, 49 (2), 229–251.

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