Faculty Biography

Atefeh Yazdanparast, Ph.D.

Associate Professor
School of Management
Clark University
Worcester, MA 01610-1477

Phone: 508-793-7781
Email: ayazdanparast@clarku.edu

Ph.D., Marketing - University of North Texas; minor: business anthropology

Research Interests

Social psychology of consumer decision making; Digital technology and decision making; Sensory marketing.

Teaching Courses

Digital marketing analytics. Additional teaching interests include Marketing research, Consumer behavior, and Marketing strategy

Recent Publications 

Atefeh Yazdanparast and Omer Bayar (forthcoming), “Olympic Sponsorship and Brand Value: An Empirical Analysis,” Journal of Advertising.

Sakib, Nazmus, Zolfagharian, Mohammadali, and Atefeh Yazdanparast (2020), “Does Parasocial Interaction with Weight Loss Vloggers Affect Compliance? The Role of Vlogger Characteristics, Consumer Readiness, and Health Consciousness,” Journal of Retailing and Consumer Services, 52(January), 1-11.

Cowan, Kirsten and Atefeh Yazdanparast (2019), “Consequences of Moral Transgressions: How Regulatory Foci and Value Centrality Affect Morality Judgments in a Political Brand Context,” Journal of Business Ethics, September, 1-18.

Tran, Gina, Atefeh Yazdanparast, and David Strutton (2019), “Investigating the marketing impact of consumers’ connectedness to celebrity endorsers,” Psychology & Marketing, 36(10), 923-35.

Zolfagharian Mohammadali and Atefeh Yazdanparast (2019), “Immediacy Pandemic: Consumer Problem-Solving Styles and Adaptation Strategies,” European Journal of Marketing, 53(6), 1051-72.

Yazdanparast, Atefeh and Nancy Spears (2018), “The New Me or the Me I’m Proud of? Impact of Objective Self-Awareness and Standards on Acceptance of Cosmetic Procedures,” European Journal of Marketing. 52 (1/2), 279-301.

Zolfagharian, Mohammadali and Atefeh Yazdanparast (2017), “The Dark Side of Consumer Life in the Age of Virtual and Mobile Technology,” Journal of Marketing Management. 33(15-16), 1304-35.

Spears, Nancy and Atefeh Yazdanparast (2014), “Revealing Obstacles to the Consumer Imagination,” Journal of Consumer Psychology, 24(3), 363-72.

Yazdanparast, Atefeh and Nancy Spears (2013), “Can Consumers Forgo the Need to Touch Products? An Investigation of Non-Haptic Situational Factors in an Online Context,” Psychology & Marketing, 30(January), 46–61.