110 Westwood Plaza Los Angeles, CA Visiting Researcher Jan August 2018

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1 AYLAR POUR MOHAMMAD Website: Westwood Plaza Los Angeles, CA APPOINTMENTS Visiting Researcher Jan August 2018 Advisor: Aimee Drolet Rossi Adjunct Professor of Marketing Jan May 2018 California State University, Los Angeles EDUCATION Ph.D., Business Administration and Management (Marketing major) Bocconi University (Italy) Advisors: Andrea Ordanini, Gulen Sarial Abi Visiting Graduate Researcher M.S., Socio-Economic Systems Engineering (Economics major) Institute of Management and Planning Studies (Iran) B.S., Industrial Engineering Sharif University of Technology (Iran) RESEARCH INTERESTS Consumer coping behavior Advertising Seller/buyer risk taking behavior Emotions, especially self-conscious emotions Embarrassing purchases

2 Page 2 of 6 PUBLICATIONS AND SUBMISSIONS Pour Mohammad, A., Drolet, A. (2019). Influence of Age and Time Horizon Perspective on Consumer Behavior, Current Opinion in Psychology, 26, Drolet, Aimee, Li Jiang, Aylar Pour Mohammad, and Cassandra Davis. The Influence of Aging on Consumer Behavior, submitted to Consumer Psychology Review (2 nd round). WORKING PAPERS Pour Mohammad, Aylar, Gulen Sarial Abi and Andrea Ordanini. Shame and Embarrassment in Consumption: What We Know and What Lies Ahead, Manuscript in preparation to be submitted to Journal of Consumer Psychology. Pour Mohammad, Aylar and Gulen Sarial Abi. Positive and Negative Self-Conscious Emotions Moderate the Effect of Regulatory Focus on Risk Taking Propensity (three studies completed). Pour Mohammad, Aylar, Aimee Drolet and Li Jiang. Avoiding Proself/Prosocial Embarrassing Behaviors under Spotlight: Moderating Role of Consumer s Public Selfconsciousness (two studies completed). Jeong, Hyewook Genevieve, Aylar Pour Mohammad, Cassandra Davis, and Aimee Drolet. The Influence of Attachment Anxiety on Attitudes for Ads Depicting Romantic Love, (three studies competed). ACADEMIC AWARDS Research Grant ( 19,500), Fondazione Romeo ed Enrica Invernizzi, Thesis Research Grant ( 6,525), Fondazione CARIPLO, PhD Fellowship, Bocconi University, CERTIFICATES Essex Summer School in Social Science Data Analysis, University of Essex, 2013

3 Page 3 of 6 TEACHING EXPERIENCE California State University, Los Angeles (Instructor) Principles of Retailing (Undergraduate), Spring students - Teaching evaluation: 4.95/5 Principles of Marketing (Undergraduate), Spring students - Teaching evaluation: 4.52/5 (Teaching Assistant) Brand Management (MBA), with Cassie Mogilner Holmes, 2016 Bocconi University (Teaching Assistant) Psychology of Marketing, with Zachary Estes, 2014 Understanding Consumer, with Gulen Sarial Abi, 2014 Marketing Communication, with Arianna Brioschi, 2013 Marketing, with Gulen Sarial Abi, 2013 Green Marketing, with Davide Reina, 2012 SERVICE Lab Manager, Bocconi Experimental Laboratory for the Social Sciences (BELSS), 2014 Marketing PhD Students Representative (elected), Conference Reviewer, American Marketing Association (AMA), Conference Reviewer, Society for Consumer Psychology (SCP), 2018 SELECTED PROFESSIONAL EXPERIENCE MAPNA Group, Iran, 2011 Strategic Planning Specialist in Main R&D Department Research Institute of Petroleum Industry (RIPI), Iran, Innovation Management Analyst Economical and Industrial Studies Research Center, Iran, Innovation Management Consultant RayaZeytoon Company, Iran, 2010 Knowledge Management Consultant for Iranian Health Care System

4 Page 4 of 6 SELECTED DOCTORAL COURSEWORK Marketing Marketing Theory Instructor: Andrea Ordanini Consumer Behavior Instructor: Caleb Warren Advanced Marketing Strategy (audit) Instructor: Joseph C. Nunes Consumer Behavior (audit) Instructor: Aimee Drolet Rossi Brand Management (audit) Instructor: Aimee Drolet Rossi Methods and Statistics Experimental Design Instructor: Zachary Estes Marketing Modeling Instructor: Sebastiano Alessio Delre Qualitative Research Methods Instructor: Davide Ravasi Econometrics of Linear Models Instructors: Lei Wang and Michele Pellizzari Social Network Analysis Instructor: Giuseppe Soda Behavioral Research in Marketing (audit) Instructor: Aimee Drolet Rossi LANGUAGE SKILLS English (fluent) Farsi/Persian (native) Italian, Arabic (basic) REFERENCES Aimee Drolet Rossi (Postdoctoral advisor & Ph.D. committee member) Professor of Marketing Phone: (310) aimee.drolet@anderson.ucla.edu Andrea Ordanini (Ph.D. advisor) Professor of Marketing, Chair Bocconi University Phone: andrea.ordanini@unibocconi.it Gulen Sarial Abi (Ph.D. advisor) Assistant Professor of Marketing Bocconi University Phone: gulen.sarialabi@unibocconi.it

5 Page 5 of 6 Cassie Mogilner Holmes (Teaching reference) Associate Professor of Marketing Phone: (310) cassie.holmes@anderson.ucla.edu SELECTED ABSTRACTS Pour Mohammad, Aylar and Gulen Sarial Abi. Positive and Negative Self-Conscious Emotions Moderate the Effect of Regulatory Focus on Risk Taking Propensity (three studies completed). How do self-conscious emotions affect risk taking behavior? Prior literature has indicated that promotion focus is related to risk seeking propensity and prevention focus is related to risk avoiding propensity (Bryant and Dunford 2008). Two experiments demonstrate that positive self-conscious emotions (i.e. pride) and negative selfconscious emotions (i.e. shame) may moderate these relationships in different manners. Experiment 1 suggests that feeling proud attenuates the effect of promotion focus, but not prevention focus, on risk taking propensity. Experiment 2 indicates that feeling ashamed attenuates the effect of prevention focus, but not promotion focus, on risk taking propensity. Experiment 3 reveals that promotion focus is associated with the intensity of positive emotions people experience, while prevention focus is associated with the intensity of negative emotions people experience. This paper challenges the established view about the impact of regulatory focus on risk taking propensity and shows that this impact may be attenuated depending on the emotions people experience while making a risky decision. Pour Mohammad, Aylar, Aimee Drolet and Li Jiang. Avoiding Proself/Prosocial Embarrassing Behaviors under Spotlight: Moderating Role of Consumer s Public Selfconsciousness (two studies completed). Embarrassment-avoidant behavior is quite common in consumer behavior. However, it can spoil the opportunity to help the self or the others. This research considers the role of spotlight effect (i.e., overestimating others attention) in consumer s embarrassment-avoidant behavior. Two experiments suggest that being in the spotlight differently affects consumers avoidance of proself and prosocial embarrassing behaviors, depending on their public self-consciousness. Experiment 1 examines our first hypothesis regarding proself embarrassing behaviors. It demonstrates that, although being in the spotlight increases embarrassment-avoidant behavior in low public selfconscious consumers, it has no effect on embarrassment-avoidance of high public self-conscious consumers. Experiment 2 examines our second hypothesis regarding prosocial embarrassing behaviors. It demonstrates that, although being in the spotlight increases embarrassment-avoidant behavior in low public self-conscious consumers, it has a reverse effect on high public self-conscious consumers. Understanding the interactive effects of spotlight and consumers PUBSC on their avoidance of proself and prosocial embarrassing behaviors could help marketers facilitate strategies for managing embarrassment-avoidant behavior, based on consumers individual differences.

6 Page 6 of 6 Pour Mohammad, A., Drolet, A. (2019). Influence of Age and Time Horizon Perspective on Consumer Behavior, Current Opinion in Psychology, 26, Past research has highlighted the role of time horizon view (i.e. the perception of remaining time as either limited or expansive) in goal salience and goal pursuit. Past studies have consistently found that age is associated with an increased focus on emotion. The present article focuses on the perception that time is limited as a key reason for older (vs. young) adults increased focus on emotions. This article investigates some important effects of aging and time horizon view on consumers goals and preferences using Socioemotional Selectivity Theory. Drolet, Aimee, Li Jiang, Aylar Pour Mohammad, and Cassandra Davis. The Influence of Aging on Consumer Behavior, Consumer Psychology Review (2 nd round). The worldwide phenomenon of population aging has generated increasing interest among consumer researchers in understanding the complicated influence of aging on consumer mental processes and behavior. This article reviews significant changes due to aging in sensory functioning, cognition, and affect and motivation on consumer decision-making. Whereas some age-related changes have negative effects on the quality of decision processes and outcomes, others have positive effects. The current review demonstrates the importance of using different approaches to address the needs and well-being of older consumers versus younger consumers. Pour Mohammad, Aylar, Gulen Sarial Abi and Andrea Ordanini. Shame and Embarrassment in Consumption: What We Know and What Lies Ahead, Manuscript in preparation to be submitted to Journal of Consumer Psychology. Shame and embarrassment are negative self-conscious emotions arising from either personal failures or transgressions. While shame is the result of perceived shortcomings in the core self, embarrassment is the result of perceived shortcomings in the presented self (Tangney et al 1996). The two emotions could be experienced in various consumption contexts. A thorough review of the extant consumer research reveals that they have been the focus of significant attention. However, the research appears to lack a comprehensive framework for theoretical and empirical contribution to the topic. This paper strives to provide a big picture of the state-of-the-art on the role of shame/embarrassment in consumption context, in tandem with suggesting new avenues to extend/improve the current research. Our contribution begins with an overview of what we know on the role of shame/embarrassment in six major areas of consumer behavior, namely, thought processes and judgments, self-regulation, service encounters, purchases, coping strategies, and persuasion. For each area, we present the key findings. We proceed by presenting what lies ahead for future research in three distinct phases. First, by carefully exploring the psychology literature, we propose four concepts (motivation, spotlight effect, public selfconsciousness, and psychological distance) that moderate shame/embarrassment-related consumer behaviors. Next, we identify three consumption areas (consumer memory, categorization, and word-ofmouth) that could possibly be affected by shame/embarrassment. Finally, we suggest two methodological improvements for future research.