Mo Zolfagharian


Position: Associate Professor and Department Chair
Phone: (419) 372-8321
Address: 234A Business Administration

Dr. Zolfagharian joined BGSU in Fall of 2018 as an associate professor and chair of the Marketing Department. His educational and professional background includes business and applied anthropology. Prior to joining BGSU, Dr. Zolfagharian held associate professor and department chair positions at the University of Texas–Pan American and University of Texas Rio Grande Valley. Before pursuing a doctoral degree, he held managerial and consulting positions in manufacturing and international trade. He has served as department chair and provided consulting in public and private sectors.

Dr. Zolfagharian emphasizes creativity and utilizes various quantitative and interpretive methodologies in his research and teaching. He strives for eclecticism in topics and methods. While most of his scholarly works fall in the areas of consumer behavior and services marketing, his address issues related to technology (innovation), immigration, and culture. He has authored over 120 journal articles, book chapters, and conference proceedings. His works have appeared in International Journal of Research in MarketingEuropean Journal of MarketingDecision SciencesPsychology & MarketingInternational Marketing ReviewJournal of Business & Industrial Marketing, and Journal of Services Marketing, among others.

Dr. Zolfagharian enjoys teaching at all levels. He defines teaching as converting students into proactive seekers of learning experiences by engaging them in real-world, experiential projects.


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



2018–Present   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


Zolfagharian, M., R. Saldivar, and J. D. Williams, (forthcoming) “‘Owned by’ and ‘Made in’: Cognitive and Affective Dimensions of Country of Origin Effect in Immigrant Markets,”International Marketing Review.

Iyer, P., A. Davari, M. Zolfagharian, and A. Paswan, (forthcoming) “Market Orientation, Positioning Strategy, and Brand Performance,” Industrial Marketing Management.

Zolfagharian, M. and A. Yazdanparast, (forthcoming) “Immediacy Pandemic: Consumer Problem-Solving Styles and Adaptation Strategies,” European Journal of Marketing. (Lead Article)

Zolfagharian, J. Braun, and R. Felix, (2018) “Boundary Conditions of the Effect of Customer Coproduction: The Case of Service Failure,” Journal of Marketing Management, 34(9-10): 705-731.

Zolfagharian, M., F. Hasan, and P. Iyer (2018), “Customer Response to Service Encounter Linguistics,” Journal of Services Marketing, 32(5), 530-546.

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., 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.

Zolfagharian, M. and A. Yazdanparast (2017) “The Dark Side of Consumer Life in the Age of Virtual and Mobile Technology,” Journal of Marketing Management, 33(15/16): 1304-1335.

Zolfagharian, M., F. Hasan, and P. Iyer (2017) “Employee, Branch, and Brand Switching: The Role of Linguistic Choice, Use, and Adaptation,” Journal of Services Marketing, 31(4/5): 452-470.

Braun, J., M. Zolfagharian, R. Belk (2016), “How Does a Product Gain the Status of a Necessity? An Analysis of Necessitation Narratives,” Psychology & Marketing, 33(3): 209-222.

Baruca, A. and M. Zolfagharian (2012), “Cross-Border Shopping: Mexican Shoppers in the US and American Shoppers in Mexico,” International Journal of Consumer Studies, 37(4), 360-366.  

Rajamma, R., M. Zolfagharian, and L. Pelton (2011), “Dimensions and Outcomes of B2B Relational Exchange: A Meta-Analysis,” Journal of Business and Industrial Marketing 26(2): 104-114.

Paswan, A., D. D’Souza, and M. Zolfagharian (2009), “Toward a Contextually Anchored Service Innovation Typology,” Decision Sciences, 40(3): 513-40.