Sean Coary

Title/s:  Assistant Professor

Office #:  Schreiber 718



Dr. Sean Coary is an assistant professor of marketing in the Quinlan School of Business. His research focuses on marketing and managerial tactics to increase consumption enjoyment. Sean investigates issues such as the effects of authenticity, complementary consumption and consumers’ role in the creation of the product. Dr. Coary’s research on the effects of food photography received national attention on the Today Show, Fox News and the New Yorker. Dr. Coary teaches principles of marketing and the marketing capstone class, Marketing Strategy, in the undergraduate program.

Before receiving his Ph.D., Sean worked as an industrial consultant in Los Angeles assisting chemical, technology and video game companies. Sean also was the Business Development Manager for an analytics company specializing in social networks and consumer value.


  • Degrees: Ph.D., Marketing, University of Southern California
  • B.S. Chemical Engineering, University of Notre Dame

Research Interests

  • Brand Authenticity
  • Complementary Products
  • Consumer Morality
  • Social Media Marketing

Courses Taught

  • Marketing Strategy
  • Consumer Behavior
  • Digital and Social Media
  • Marketing Communications

Selected Publications

Coary, Sean and Ernest Baskin (2019). Sweetened Beverage Excise Tax Passthrough Rates: A Case Study in Philadelphia. Journal of International Food and Agribusiness Marketing.

Baskin, Ernest and Sean Coary (2019). Implications of the Philadelphia Beverage Tax on Sales and Beverages Substitution For a Major Grocery Retailer Chain. Journal of International Food and Agribusiness Marketing

Coary, Sean and James Oakley (2018). The Development and Measurement of a Brand Authenticity Scale. Journal of Brand Strategy. 7(2), 183-196.

Coary, Sean. (2017). The Effect of Consumer Food Creation on the Food Consumption Experience. Journal of Food Products Marketing, 24(7), 846-857.

Coary, Sean, and Morgan Poor. (2016). "How consumer-generated images shape important consumption outcomes in the food domain." Journal of Consumer Marketing 33.1: 1-8.

Kahn, Adam S., Cuihua Shen, Li Lu, Rabindra A. Ratan, Sean Coary, Jinghui Hou, Jingbo Meng, Joseph Osborn, and Dmitri Williams. (2015). "The Trojan Player Typology: A cross-genre, cross-cultural, behaviorally validated scale of video game play motivations." Computers in Human Behavior 49: 354-361