Hesam Teymouri, Ph.D.

Hesam Teymouri Image
Lecturer

Marketing Department
Pompea College of Business
Education

Ph.D. in Marketing, Spears School of Business, Oklahoma State University
Minor: Statistics
Master’s in Marketing, School of Management, University of Tehran
B.Sc. in Mechanical Engineering, Science and Research University

About Hesam

Hesam is an Assistant Professor of Marketing with a Ph.D. from Oklahoma State University. His research explores how technology and AI-driven services shape customer decision-making, service experiences, and well-being. His work has been published in the Journal of Consumer Psychology (Financial Times 50), with additional projects under review and in preparation for submission to top-tier marketing journals. Hesam’s research interests span digital and AI-enabled marketing, customer entitlement, prosocial behaviors, and consumer responses to firm transgressions. He regularly presents his research at leading marketing conferences, including the American Marketing Association (AMA), Association for Consumer Research (ACR), and the Society for Consumer Psychology (SCP).

Drawing on his experience as a tech startup founder and digital marketing consultant, Hesam takes a hands-on approach to teaching, equipping students with practical, industry relevant, and data-driven skills to thrive in today’s evolving marketplace.

Published Research

Shepherd, S., Teymouri Athar, H., & Zaboli, S. (2023). On the political right, the customer is always right: Political ideology, entitlement, and complaining. Journal of Consumer Psychology, 00, 1–9. https://doiorg/10.1002/jcpy.1366

Under Review Research

Hesam Teymouri Athar, Steven Shepherd, “IT'S NOT MY JOB! Entitled Customers' Resistance to Self-Service Technologies,” Journal of Services Marketing (invited for 3rd round review)

Research in Progress
  • Hesam Teymouri Athar, Mayoor Mohan, Steven Rayburn, “Trapped by Technology: Unraveling AI-Driven Service Captivity and Its Impact on Consumer Well-Being” (Target Journal: Journal of Marketing)
  • Hesam Teymouri Athar, Steven Shepherd, “The Hands-On Effect: How Retail Donation Design Impacts Prosocial Behavior” (Target Journal: Journal of Business Ethics)
  • Sahel Zaboli, Hesam Teymouri Athar, Steven Shepherd, “Ethics in the Spotlight: Brand Moral Transgression and Consumer Moral Grandstanding” (Target Journal: Journal of Consumer Psychology)
Conferences and Workshops
  • Presented - Hesam Teymouri Athar, Steven Shepherd, "Engaging Generosity: How retail Donation Designs Influence Charitable Behavior," Winter AMA conference, Phoenix, AZ, 2025
  • Served (roundtable) - "Emerging Technologies and Consumer Well-being: Peril and Promise," Meryl P. Gardner and Ainslie Schultz, Association for Consumer Research, Seattle, WA, 2023
  • Presented - Steven Shepherd, Hesam Teymouri Athar, Sahel Zaboli, “On the Political Right, the Customer is Always Right: Political Ideology, Entitlement, and Complaining," Society for Consumer Psychology, San Juan, PR, 2023
  • Presented - Hesam Teymouri Athar, Steven Shepherd, "Customer Entitlement: What makes entitled customers use self-serve tech in a service environment," Winter AMA conference, Nashville, TN, 2023
  • Presented - Hesam Teymouri Athar, Steven Shepherd, "New technology introduction in the frontline: the role of customers' political ideology," Summer AMA conference, Chicago, IL, 2022
  • Participated - Marketing & Public Policy Pre-Conference Doctoral Research Workshop, Baylor University, June 2022