Assistant Professor of Marketing at HEC Montréal
Matthew does experimental research in the areas of consumer behaviour. At a broad level, Matthew examines issues related to what motivates consumers to engage in certain behaviours or think a certain way. His research centers on how consumers behave online. Focusing on social media, Matthew examines the underlying motivations that influence consumers to share information over social media, as well as how they are likely to respond to the exposure of such information.