Theodore Noseworthy is an associate professor of marketing and Canada Research Chair (tier II) in Entrepreneurial Innovation and the Public Good in the Schulich School of Business at York University, and an adjunct professor of marketing in the College of Business and Economics at the University of Guelph. Theo's primary focus of research and teaching is in the area of new product design and innovation.
Theo's work has appeared in the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Psychology & Marketing. His primary theoretical interests are in the area of product categorization and visual processing. Some of his recent projects include exploring gender differences in the processing of visually incongruent products, exploring how consumers trade-off dominant product features for perceptual identity, exploring how certain types of positioning tactics influence how consumers make sense of visually incongruent products, and exploring how people make inferences based on the visual appearance of currency.
New product design and innovation, product positioning, context effects, visual processing.