Hi, I'm Faa!
I'm an Assistant Professor of Marketing at Pace University
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My research interest broadly focuses on the role of social influence in understanding consumer choice and behavior. To date, I have examined how brand anthropomorphism and social media influencers (both human and virtual) affect consumers’ perceptions and downstream consumer behavior. To execute my research, I primarily employ field, lab, and online experiments, develop surveys, and analyze data using R. Ultimately, my findings generate insights for theory as well as practice.
Research Interests: Consumer Behavior | Social Influence | Anthropomorphism | Social Media and Influencer Marketing | Digital Marketing | Customer-Brand Relationships | Goal Pursuit and Motivations
Publications
Behind Chatbot Dialogues: The Power of Message Length Similarity and its Effect on Attitudes Toward Chatbot
Ali Mortazavi, Faa Taheran, and Dana Amiri (2025)
international journal of human–computer interaction (Link)
Explication of the Virtual Influencer Ecosystem
Veronica Thomas, Kendra Fowler, Faa Taheran, and Ali Mortazavi (2025)
Journal of Advertising Research (Link)
Understanding the Application of Evolutionary Psychology in Consumer Behavior: A Review and Future Research Agenda
Faa Taheran, Veronica Thomas, Kendra Fowler, and Ali Mortazavi (2024)
Psychology and Marketing (Link)
How Social Media Influencer Collaborations Are Perceived by Consumers
Veronica Thomas, Kendra Fowler, and Faa Taheran (2024)
Psychology and Marketing (Link)
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