Mona holds a diploma in Engineering of architecture and began her career as a designer, evolving into a project management position at a prestigious architecture firm. Building upon this experience, she further improved her skills by earning an MBA in Switzerland. With almost ten years of professional experience spanning the Construction and FMCG sectors, Mona has excelled as a co-founder and a manager. In September 2022, Mona joined GEM's rigorous PhD program.
Her main research interest is studying consumers' food decision-making, product/service quality judgment, and the dynamics of digital marketing.
At Grenoble École de Management (GEM), Mona is privileged to work under the supervision of Prof. Laurie Balbo and Robert Mai within the "Consumer Behavior" (CB) research team, led by Prof. Robert Mai.
- Consumer Behavior
- Food consumption
- Masoumzadeh M., Balbo L., Mai R., 2024.Understanding how length of cutlery impacts food consumption: the moderating effect of consumption goals40eme congres international de l’Association Française du Marketing, AFM Association Française de Marketing, Paris, France
- Masoumzadeh M., Balbo L., Mai R., 2024.The effect of shape (length) of cutlery on food consumption; the moderating effect of consumption goals53rd Annual Conference of The European Marketing Academy, EMAC European Marketing Academy, Bucharest, Romania
- Movarrei R., Masoumzadeh M., 2021.The Effect of Consumer Traits on Their Intention to Use Luxury Virtual-Reality (VR) Products: The Mediating Role of Status Signaling2021 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM), IEEE, Singapore, SingaporeThe increasing integration of Virtual Reality (VR) features into social-networking (SN) environments has provided new opportunities for developing virtual-fashion products. These products are intended to be “worn” either on “real” bodies through Augmented Reality features, or on virtual avatars in gaming environments and the like. These virtual clothes are often worn to show-off status, achievement, and purchasing power in these VR environments. We focused on the emerging category of virtual luxury (VL) products and investigated which consumer segments, based on their personality traits, would be more willing to (partially) switch from physical luxury products to their virtual counterparts in their status-signaling activities through SN posts. We found that consumers with (a) higher self-efficacy regarding SN and VR environment, (b) more positive attitude towards SN and VR environments, (c) higher need-for-status, and (d) higher novelty-seeking motives tend to evaluate status-conveying potential of VL products more positively. Age (negatively) and income (positively) affect such evaluations. Moreover, the perceived status-conveying potential mediates the effect of consumer traits on their intention to switch to VL in their SN posts.