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.