Hoori Rafieian

Hoori Rafieian is an Assistant Professor of Marketing at the Gabelli School of Business. Hoori received her Ph.D. in Marketing from Drexel University. She has an MBA in finance and a Bachelor of Science degree in Mathematics. Prior to joining Fordham, Hoori was a Postdoctoral Fellow at the Wharton School of the University of Pennsylvania.

Hoori's research investigates different aspects of consumer judgment and decision making. Her work examines how consumers’ pursuit of goals influences their choice, and how these goals motivate them to use different cues in the environment to evaluate their progress. Within this area of research, Hoori is mainly working on motivation when it comes to consumer health, happiness, and general well-being, with implications for marketers and policymakers.

• Ph.D. Marketing - Drexel University
• M.B.A. Finance - Tehran School of Economic Sciences, Iran
• B.S. Mathematics - Isfahan University of Technology, Iran

• Judgment and Decision Making
• Goals and Motivation
• Political Activism and Corporate Social Responsibility

• O'Connor, Genevieve, *Hoori Rafieian, Nancy Wong, and Avani Surana. "Political Orientation and Vaccination Attitude: The Moderating Role of Power Distance Belief." Journal of Consumer Affairs 59, no. 2 (2025): e70010.
• Moulton-Tetlock, Edythe, *Sophia Town, *Hoori Rafieian, Canan Corus, and Raymond P. Fisk. "Cultivating wiser service systems through communication." Journal of Service Management 35, no. 4 (2024): 547-569.
• Rafieian, Hoori, Yanliu Huang, and Barbara E. Kahn. "The Effect of Pursuing Self-Regulatory Goals on Variety Seeking." Journal of Consumer Research 50, no. 6 (2024): 1157-1171.
• *Rafieian, Hoori, and *Marissa A. Sharif. "It’s the effort that counts: The effect of self-control on goal progress perceptions." Journal of Marketing Research 60, no. 3 (2023): 527-542.
• Kahn, Barbara E., and Hoori Rafieian. "More than just the spice of life: Using variety as a signal for change and diversification." Consumer Psychology Review 5, no. 1 (2022): 87-106.
• Lee, Jeonggyu, Anubhav Aggarwal, Hoori Rafieian, and Daniel Korschun. "Do consumers use tipping to monitor service? Role of power and embarrassment." Journal of Retailing and Consumer Services 56 (2020): 102159.