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  2. Dr Morteza Abolhasani

Dr Morteza Abolhasani

Profile summary

Professional biography

Morteza Abolhasani joined the Open University Business School as a Lecturer in Marketing in 2017. He received a Civil Engineering and a Bachelor of Business Administration degree, followed by the MSc Consumer Marketing and PhD in Marketing from the University of Liverpool. 

Research interests

Morteza’s main research interests focus upon consumer behaviour, consumer psychology, and sensory marketing. Following on from the programme of research in his doctoral studies including examining the effects of background music in advertising, he is embarking upon exploring the effects of musical in/congruity upon consumers’ affective, cognitive, and behavioural responses, as well as their lived experiences of musical consumption in advertising and service/retail environments. Morteza serves on the Editorial Review Board of the Academy of Marketing Studies Journal, and is a reviewer for several journals, including Marketing Theory, European Journal of Marketing, Journal of Marketing Management, Sustainability, and Journal of Advertising.  

Teaching interests

At the Open University Business School, Morteza is chairing BB844 (Marketing in the 21st Century) and B324 (Marketing and Society), and has been in the production team for the modules B206 (Understanding Customers) and B328 (Marketing in Action).

Impact and engagement




Music in advertising and consumer identity: The search for Heideggerian authenticity (2017-12-01)
Abolhasani, Morteza; Oakes, Steve and Oakes, Helen
Marketing Theory, 17(4) (pp. 473-490)

Musical Congruity in Advertising: Established and Emerging Themes (2021-03-01)
Oakes, Steve and Abolhasani, Morteza
In: Deaville, James; Tan, Siu-Lan and Rodman, Ron eds. The Oxford Handbook of Music and Advertising (pp. 757-774)
ISBN : 9780190691240 | Publisher : Oxford University Press | Published : Oxford

Investigating the Influence of Musical Congruity in Higher Education Advertising: A Genre Congruity Perspective (2017)
Abolhasani, Morteza and Oakes, Steve
In: Zabkar, Vesna and Eisend, Martin eds. Advances in Advertising Research: Challenges in an Age of Dis-Engagement (pp. 183-196)
ISBN : 978-3-658-18731-6 | Publisher : Springer Gabler

Advertising music and the effects of incongruity resolution on consumer response (2019)
Abolhasani, Morteza; Oakes, Steve and Oakes, Helen
In : 52nd Academy of Marketing Conference (2-4 Jul 2019, Regent's University, London, UK)

Reclaiming the 'tribe' from 'consumer tribe' (2019)
Lindridge, Andrew; Abolhasani, Morteza; Michuki, Gidraph and Simões, Claudia
In : Consumer Culture Theory Conference 2019 (17-19 Jul 2019, Concordia University, Montreal, Canada)

Advertising Music and the Effects of Incongruity Resolution on Consumer Response (2019)
Abolhasani, Morteza and Oakes, Steve
In : ICORIA 2019 (18th International Conference on Research in Advertising) (27-29 Jun 2019, Krems, Austria)

Investigating the influence of background music in higher education advertisements: A genre perspective (2016)
Abolhasani, Morteza and Oakes, Steve
In : The 15th International Conference on Research in Advertising (ICORIA) 2016 (30 Jun - 2 Jul 2016, Ljubljana)

A mixed methods approach to investigating the influence of background music in Higher Education Advertising (2015)
Abolhasani, Morteza
In : 1st IBSS-ULMS Marketing Research Workshop (17-18 Jun 2015, Xi’an Jiaotong-Liverpool University (XJTLU), Suzhou, China)