Matthew Farmer

Doctoral Candidate


Ph.D. in Marketing, University of Arizona, expected 2021
Masters in Business Administration (International, Germany Track) University of Memphis, May 2012
B.A. Foreign Languages, Lambuth University, May 2009

Areas of Expertise

  • Nostalgia
  • Narrative Transportation
  • Emotions in Marketing
  • Goal Failure
  • Hedonic Editing


Matt studies how emotions influence consumer perceptions and choice processes. In particular, he has expertise in how emotions impact narrative persuasion, the emotional impact of goal failure, and how feelings of nostalgia can affect behavior.

Matt has been a PhD student since 2016 and has since presented both a poster and a competitive paper at the ACR conference in San Diego. Before his PhD program, Matt was a senior marketing specialist at FedEx, where he was a project manager on the development of new products.

Current Projects

with Jesper H. Nielsen. Moved by Fear: Exploring Affect as a Driver of Narrative Transportation. Manuscript in progress.

with Jennifer Savary. Death by a Thousand Cuts: How Temporal Framing of Goal Failures Can Affect Goal Reengagement. Data collection in progress.

with Caleb Warren. How Historical Nostalgia Affects Consumer Preferences. Data collection in progress.

Conference Presentations (*denotes presenter)

Farmer, Matthew* and Jesper H. Nielsen, “Moved by Fear: Exploring Affect as a Driver of Narrative Transportation,” competitive paper presented at Association for Consumer Research Conference, San Diego, CA, October 2017.