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Dr Morteza Abolhasani

Profile summary

  • Central Academic Staff
  • Lecturer in Marketing
  • The Faculty of Business and Law
  • The Open University Business School
  • Department for Strategy and Marketing
  • morteza.abolhasani

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 Management Studies from the University of Liverpool. He worked as a Teaching Assistant at the University of Liverpool Management School while pursuing his doctoral research.

Research interests

Morteza’s main research interests focus upon investigating consumer responses to background music in advertising and service environments. Following on from the programme of research in his doctoral studies including examining the effects of background music in advertising for services such as higher education institutions and restaurants, he is embarking upon exploring the effects of musical in/congruity upon consumers’ lived experiences of musical consumption in the context of advertising.

Teaching interests

Morteza has the experience of teaching on a range of marketing and management subjects such as Organisations and Management, Integrated Marketing Communications and Research Methods in Marketing at the University of Liverpool Management School. At the Open University Business School, Morteza is chairing BB844 (Marketing in the 21st Century). He is in the production team for the module B206 (Consumer Behaviour) and involved in other modules including B324 (Marketing and Society) and B122 (An Introduction to Retail Management and Marketing).

Impact and engagement

Morteza has published a netnography paper in Marketing Theory journal ranked at 3 star by the Association of Business Schools. He has been recently offered a contract to co-author a chapter to The Oxford Handbook of Music and Advertising by the Oxford University Press.

Oakes, S., Abolhasani, M. (forthcoming). “Analysis of empirical studies examining consumer responses to music in advertising and service/retail contexts”. The Oxford Handbook of Music and Advertising, Oxford University Press. (Chapter)

Abolhasani, M., Oakes, S., & Oakes, H. (2017). Music in advertising and consumer identity: The search for Heideggerian authenticity. Marketing Theory, 1470593117692021. (Journal Article)

Abolhasani, M., & Oakes, S. (2017). Investigating the Influence of Musical Congruity in Higher Education Advertising: A Genre Congruity Perspective. In Advances in Advertising Research VIII (pp. 183-196). Springer Fachmedien Wiesbaden. (Chapter)

Abolhasani, M., Oakes, S. “The influence of musical congruity in higher education advertising; a genre congruity perspective”, ICORIA 2016 (International Conference for Research in Advertising) Ljubljana, Slovenia, 29th June – 2nd July 2016. (Conference Paper)

Abolhasani, M., “Background Music in University Advertising”, IBSS-ULMS Marketing Research Conference, Xian Jiaotong-Liverpool University, China, 17th of June 2015. (Conference Paper)



Music in advertising and consumer identity: The search for Heideggerian authenticity (2017)
Abolhasani, Morteza; Oakes, Steve and Oakes, Helen
Marketing Theory ((Early Access))