Matthew McGranaghan

Assistant Professor, Marketing University of Delaware

  • Newark DE

Prof. McGranaghan studies the economics of consumer attention and the indirect effects of marketing interventions.

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1 min

March Madness: Experts comment on picking underdogs, prop bets and economic benefits

Why do people pick underdogs when filling out their brackets for the NCAA men's and women's basketball tournaments? How do people consume March Madness? How does the tournament benefit host cities and teams economically? University of Delaware experts have the answers. The following UD faculty members can provide their expertise for journalists working on stories about the tournaments. Jackie Silverman, assistant professor of marketing: Why people might have chosen underdogs still hanging around in their brackets, John Allgood, instructor of sport management: How people consume March Madness (streaming vs. cable TV) and how major collegiate sports events can help brand individual schools. Contact UD media relations to reach him. Tim DeSchriver, associate professor of sport management: Sports gambling (including prop bets) and advertising targets. Matthew Robinson, professor of sport management: Economic benefits of the host city. Matt McGranaghan, assistant professor of marketing: Consumer attention span during commercial breaks. To reach these experts directly and set up interviews, visit the expert profiles below and click on the contact button.

Matthew McGranaghanJackie SilvermanTim DeSchriverMatthew Robinson

2 min

Holiday shopping season set to begin with questions about Black Friday, consumer behavior

Is Black Friday still a thing? Online sales have been outpacing brick-and-mortar sales for years, resulting in shorter lines and less of a frenzy at stores on the day after Thanksgiving. Many stores have also gone online with deals to compliment in-person shopping. University of Delaware experts can comment on this and other topics related to the holiday shopping season and gift-buying behavior. Andong Cheng: Can provide tips on what to prepare for during this unique holiday shopping season. Her research focuses on defining and identifying the picky consumer segment, and explores how pickiness impacts other judgments and decisions. She advises consumers to consider the phenomenon of double mental discounting, where shoppers experience a “mental accounting phenomenon” when offered promotional credit. Jackie Silverman: Research examines several facets of judgment and decision making and consumer psychology. According to Silverman, there are many potential benefits of online shopping for consumers, including some unconventional approaches to gift giving this season. Philip Gable: Can talk about the science behind the art of gift-giving that goes beyond the material exchange — emotional nuances that also can be applied to charitable work and philanthropy. He says that significance contributes to the happiness we experience in gift-giving. Matthew McGranaghan: Studies the economics of consumer attention and the indirect effects of marketing interventions. He explains that there is a difference in how businesses are innovating and utilizing online retail methods to connect with consumers this holiday season. Bintong Chen: Can discuss the systematic nature of supply chain issues. He recommends shoppers use major retailers like Amazon and Walmart, whose companies use their own shipping fleets to minimize disruptions. Caroline Swift: Examines supply chain transparency and the interactions between regulation and business performance.

Matthew McGranaghanJackie SilvermanBintong ChenPhilip Gable

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Biography

Matthew McGranaghan is an assistant professor of marketing in the Department of Business Administration at the University of Delaware’s Alfred Lerner College of Business and Economics. He studies the economics of consumer attention and the indirect effects of marketing interventions. His research integrates econometric methods, experiments in the lab and field and unique data to analyze questions relevant to both firms and marketing academics. Before joining the Lerner College, Matthew received an B.S. in neuroscience from Lafayette College and his M.S. and Ph.D. in applied economics and management from Cornell University.

Industry Expertise

Research
Education/Learning

Areas of Expertise

Business Administration
Neuroscience
Applied Economics
Management
Marketing

Media Appearances

Not Everyone Watches TV Advertising

University of Delaware UDaily  online

2022-08-16

The 2022 NBA Finals averaged more than 12 millions viewers nightly, making it the most watched Finals since 2019. The Golden State Warriors and Boston Celtics battled it out for six games before ultimately the onslaught of three pointers and drives to the basket from the Warriors’ Steph Curry was too much for the Celtics to overcome. During each TV timeout ads displaying everything from the new Brad Pitt movie, to shopping with American Express or finding lodging on apartments.com grappled for viewers’ attention.

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Black Friday 2022 outlook: Cloudy with a chance of solid sales

Newswise  online

2022-11-24

Analysts are split on projections for this year's Black Friday. Markdowns could bring a solid haul for consumers and a stronger-than-expected economy may lead to a successful day for retailers. But the consensus seems to be that the biggest shopping day of the season could go either way. For example, there are concerns that price slashes will be on the stockpile of leftovers that didn't sell earlier this year. And what about that whole supply chain bottleneck thing?

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TV’s Viewability Problem: One In Three TV Ads Play To Empty Rooms

AdExchanger  online

2022-02-15

Can you make a sale off an ad that no one’s seeing? Not without a side of telepathy. According to a paper published in the academic journal Marketing Science last week, 30% of TV ads play to empty rooms.

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Articles

How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift

Marketing Science

2022

New technology measures TV viewer tuning, presence, and attention, enabling the first distinctions between TV ad viewability and actual ad viewing. We compare new and traditional viewing metrics to evaluate the new metrics’ utility to advertisers. We find that 30% of TV ads play to empty rooms. We then use broadcast networks’ verifiably quasi-random ordering of ads within commercial breaks to estimate causal effects of ads on new viewing metrics among four million advertising exposures.

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Lead Offer Spillovers

Marketing Science

2019

Price promotions are typically offered in groups on websites, mailings, and circulars, but little is known about how promotional offers in near proximity affect each other. Across two large-scale field experiments (N = 66,184) conducted on a multibrand coupon website, we find that when lead promotions offer high-value deals, consumers are more likely to print subsequent offers, a finding we call “lead offer spillover.”

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Accomplishments

George Warren Outstanding Paper Award

2019

William G. Tomek Award

2016

Education

Cornell University

MS

Applied Economics and Management

2014

Cornell University

PhD

Applied Economics and Management

2020

Lafayette College

BS

Neuroscience

2010