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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 Marketing from the University of Liverpool. 

Research interests

Morteza’s main research interests focus upon investigating consumer responses to background music in advertising. 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’ affective, cognitive, and behavioural responses, as well as their lived experiences of musical consumption in advertising and service/retail environments.

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. Morteza serves on the Editorial 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

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) and B324 (Marketing and Society). He is in the production team for the module B206 (Understanding Customers) and is a module team member for and B122 (An Introduction to Retail Management and Marketing).


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)
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