Atefeh Yazdanparast Ardestani
Associate Professor, School of Management
Scholarly Interests
Social Psychology of Consumer Decision Making; Technology and Decision Making; Sensory Marketing
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Atefeh Yazdanparast studies social psychology of consumer decision making. Her research focuses on sensory marketing and the interplay of consumers and digital technology. She studies how digital technology is changing, shaping, and challenging traditional consumer decision making. Her current research focuses on ways to compensate for the lack of haptic information in digital contexts and examines the role of cross-modal correspondences between the sense of touch and vision in shaping consumer perceptions. Her work has been published in journals such as the Journal of Consumer Psychology, Journal of Advertising, Journal of Business Ethics, European Journal of Marketing, and Psychology & Marketing.
Atefeh is a recipient of the Master Scholar Award from the Marketing Management Association, Excellence in Teaching Award from the National Society of Leadership and Success, and Outstanding Leadership Award from the Association for Collegiate Marketing Educators. Before coming to Clark, she was an Associate Professor of Marketing and Mead Johnson Endowed Chair in Business at the University of Evansville where she received the Outstanding Teacher of Year Award, Global Scholar Award, and Class of 1961 Faculty Fellowship Award.
Atefeh is an Associate Editor for Journal of Consumer Behaviour and serves on the editorial review boards of journals such as Journal of Advertising and International Journal of Bank Marketing. She is the Chair of the American Marketing Association (AMA) Marketing for Higher Education Special Interest Group and faculty advisor for the AMA chapter at Clark University School of Management.
Atefeh has taught several courses including Digital Marketing, Consumer Behavior, and Marketing Research. Currently, she offers graduate courses on Digital Marketing Analytics and Marketing Management.Degrees
- Ph.D. in Marketing, University of North Texas, 2012
Affiliated Department(s)
- School of Management
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Scholarly and Creative Works
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Helping Consumers Weather the Storm: The Impact of Consumer-Targeted Resiliency Programs on Firm Value
April
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2024
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Vibrotactile Feedback in M-Commerce: Stimulating Perceived Control and Perceived Ownership to Increase Anticipated Satisfaction
Published in Psychology & Marketing
April
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2024
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Consumer Financial Planning in the Post Covid-19 Era: The Role of Emotional and Economic Vulnerability
Published in Journal of Consumer Behaviour
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2024
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Vol. 23
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Issue #2
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The Effect of color Lightness on Anticipated Comfort: The Role of the Lightness-Softness Cross-Modal Correspondence
Published in Journal of Business Research
October
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2023
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Vol. 165
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The Effect of Product Touch Information and Sale Proneness on Consumers' Responses to Price Discounts
Published in Psychology & Marketing
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2023
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Vol. 40
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Issue #1
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From Customer Readiness to Customer Retention: The Mediating Role of Customer Psychological and Behavioral Engagement
Published in European Journal of Marketing
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2022
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Vol. 56
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Issue #7
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Impact of COVID-19 Pandemic on Household Financial Decisions: A Consumer Vulnerability Perspective
Published in Journal of Consumer Behaviour
February
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2022
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Vol. 21
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Issue #4
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Consequences of Moral Transgressions: How Regulatory Foci and Value Centrality Affect Morality Judgments in a Political Brand Context
Published in Journal of Business Ethics
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2021
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Vol. 170
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Issue #1
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Olympic Sponsorship and Brand Value: An Empirical Analysis
Published in Journal of Advertising
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2021
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Vol. 50
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Issue #2
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Does Parasocial Interaction with Weight Loss Vloggers Affect Compliance? The Role of Vlogger Characteristics, Consumer Readiness, and Health Consciousness
Published in Journal of Retailing and Consumer Services
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2020
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Vol. 52
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Issue #January
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Immediacy Pandemic: Consumer Problem-Solving Styles and Adaptation Strategies
Published in European Journal of Marketing
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2019
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Vol. 53
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Issue #6
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Investigating the Marketing Impact of Consumers’ Connectedness to Celebrity Endorsers
Published in Psychology & Marketing
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2019
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Vol. 36
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Issue #10
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Advertising and Pseudo Culture: An Analysis of the Changing Portrayal of Women in Print Advertisements
Published in Journal of MacroMarketing
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2018
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Vol. 38
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Issue #2
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The New Me or the Me I’m Proud of? Impact of Objective Self-Awareness and Standards on Acceptance of Cosmetic Procedures
Published in European Journal of Marketing
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2018
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Vol. 52
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Issue #1/2
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The Dark Side of Consumer Life in the Age of Virtual and Mobile Technology
Published in Journal of Marketing Management
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2017
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Vol. 33
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Issue #15
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Seeking Consistency between Planning Orientation and Situational Purchase Mindset
Published in Journal of Consumer Behaviour
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2015
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Vol. 15
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Issue #1
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Revealing Obstacles to the Consumer Imagination
Published in Journal of Consumer Psychology
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2014
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Vol. 24
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Issue #3
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Can Consumers Forgo the Need to Touch Products? An Investigation of Non-Haptic Situational Factors in an Online Context
Published in Psychology & Marketing
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2013
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Vol. 30
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Issue #January
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Co-Creating Value in Logistics and Supply Chain: A Service Dominant Logic Perspective
Published in International Journal of Logistics Management
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2010
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Vol. 21
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Issue #3
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Need for Touch and Information Processing Strategies: An Empirical Examination
Published in Journal of Consumer Behaviour
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Vol. 11
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Issue #September/October
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Awards & Grants
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Journal of Consumer Behaviour Reviewer of the Year
Journal of Consumer Behaviour
2023
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Outstanding Leadership Award
Association of Collegiate Marketing Educators (ACME)
2023
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Outstanding Teacher of the Year
University of Evansville
2019
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Master Scholar Award
Marketing Management Association
2019
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Excellence in Teaching Award
The National Society of Leadership and Success
2018
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Class of 1961 Faculty Fellowship Award
University of Evansville
2017
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Mead Johnson Nutrition Endowed Chair in Business
University of Evansville
2015
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Global Scholar Award
Institute for Innovation and Change
2015
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Clark University Faculty Development Funds
Clark University
2023
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Beta Gamma Sigma Professor of the Year
Clark University
2023
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Federation of Business Disciplines Leadership Recognition
Federation of Business Disciplines
2024
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