Mo Zolfagharian


  • Position: Professor
  • Phone: (419) 372-8321
  • Email:
  • Address: 241C Maurer Center

Dr. Zolfagharian is a professor in the Marketing Department. His educational and professional background include business and applied anthropology. Before pursuing academia, he held managerial and consulting positions in manufacturing and international trade. He has served as department chair and provided consulting in public and private spheres. While his primary research areas are consumer behavior and services marketing, his work often delves into issues related to technology (innovation), immigrants, and culture. He has authored over 100 journal articles, book chapters, and conference proceedings.


2007    Ph.D., Marketing, University of North Texas, Denton, Texas

2007    M.S., Applied Anthropology, University of North Texas, Denton, Texas

2002    M.B.A., Marketing & Finance, University of South Florida, Tampa, Florida



2023–Present        Professor and Special Assignments, Dean's Office, Schmidthorst College of Business

2018–2023        Associate Professor/Department Chair, Bowling Green State University, OH

2015–2018       Associate Professor, University of Texas–Rio Grande Valley, Edinburg, Texas

2013–2015       Associate Professor, University of Texas–Pan American, Edinburg, Texas

2009–2015       Department Chair, University of Texas–Pan American, Edinburg, Texas

2007–2013       Assistant Professor, University of Texas–Pan American, Edinburg, Texas

2004–2007       Teaching Fellow, University of North Texas, Denton, Texas

2005                 Lecturer, Texas Woman’s University, Denton, Texas


2002–2003      General Manager, Paramount Consulting & Mitra Investment, Tampa, FL

1996–1999      Marketing Research Manager, Korea Trade Center (KOTRA)

1995–1996      Marketing Manager, Iran All Corp.

1993–1995      Purchases & Recruitment Clerk, Main Offices of the Army

  • Conceptualization
  • Narrative analysis
  • Mini ethnography
  • Survey research
  • Consumer behavior
  • Services marketing
  • Marketplace cultures and subcultures
  • Technology


Torkzadeh, S., Zadeh, A. H., & Zolfagharian, M. (2021). Customer Engagement and Participation Behavior: The Underlying Mechanisms of the Virtual Servicescape and Service Outcomes. E-Service Journal, 13(2), 1–26. 

Saldivar, R., & Zolfagharian, M. (2021). An empirical examination of consumer CSR expectations: attribution, satisfaction, referral, and willingness to pay a premium. Journal of Marketing Management, 1–30. 

Torkzadeh, S., Zolfagharian, M., & Iyer, P. (2021). Customer value co-creation behaviors and service outcomes: insights from a transformative service. Journal of Strategic Marketing, 29(8), 635–657. 

Iyer, P., Davari, A., Zolfagharian, M., & Paswan, A. (2021). Organizational ambidexterity, brand management capability and brand performance. Journal of Business & Industrial Marketing, 36(6), 946–961.

Zolfagharian, M., & lyer, P. (2020). The Effects of Intergroup Boundary Permeability and Hierarchy Legitimacy on Immigrant Entrepreneurs’ Affective States, Exchange Strategies, and Intentions toward Suppliers.  Industrial Marketing Management89, 373–388.

Zolfagharian, M., Hasan, F., Motie, G. B., & Squires, G. D. (2020). Perceptions of Home Insurance and Policy Directions: Comparing Mexican Americans and Non-Hispanic White Americans. Journal of Consumer Affairs54(2), 417–455.

Sakib, M. d. n., Zolfagharian, M., & Yazdanparast, A. (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.

Zolfagharian, M., & Naderi, I. (2020). HRM Challenges Facing the Franchise Sector. Personnel Review49(1), 104–124.

Zolfagharian, M., Saldivar, R., & Williams, J. D. (2020). “Owned by” and “Made in”: Cognitive and Affective Dimensions of Country of Origin Effect in Immigrant Markets. International Marketing Review37(1), 29–55.

Zadeh, A., Zolfagharian, M., & Hofacker, C. (2019). Customer-Customer Value Co-Creation in Social Media: Conceptualization and Antecedents. Journal of Strategic Marketing27(4), 283 – 302.

Zolfagharian, M., & Yazdanparast, A. (2019). Immediacy Pandemic: Consumer Problem-Solving Styles and Adaptation Strategies. European Journal of Marketing53(6), 1051 – 1072.

Iyer, P., Davari, A., Zolfagharian, M., & Paswan, A. (2019). Market Orientation, Positioning Strategy, and Brand Performance. Industrial Marketing Management81(Aug), 16 – 29.

Zolfagharian, M., Braun, J., & Felix, R. (2018). Boundary Conditions of the Effect of Customer Coproduction: The Case of Service Failure. Journal of Marketing Management34(9 - 10), 705 – 731.

Zolfagharian, M., Hasan, F., & Iyer, P. (2018). Customer Response to Service Encounter Linguistics. Journal of Services Marketing32(5), 530 – 546.

Zolfagharian, M., Rajamma, R. K., Naderi, I., & Torkzadeh, S. (2018). Determinants of Medical Tourism Destination Selection Process. Journal of Hospitality Marketing & Management27(7), 775 – 794.

Zolfagharian, M. and E. Ulusoy (2017) “Inter-Generational Pendula (IGP): Toward a Theory of Immigrant Identity, Materialism and Religiosity,” International Journal of Research in Marketing, 34(3): 678-693.

Zolfagharian, M. and A. Yazdanparast (2017) “The Dark Side of Consumer Life in the Age of Virtual and Mobile Technology,” Journal of Marketing Management.

Zolfagharian, M., R. Saldivar, and J. Braun (2017), “Country of Origin and Ethnocentrism in the Context of Lateral, Upward and Downward Migration,” International Marketing Review, 34(2): 330-352.

M. Zolfagharian, F. L. Weisstein, and A. F. Firat (2017), “Price: Meanings and Significance,” Review of Marketing Research, 161-174.

Updated: 01/29/2024 09:10AM