Consumer Psychology
Understanding how perception, emotion, motivation, cognitive processes, social influence, trust, and perceived value influence consumer decisions.
University of Toronto · Toronto, Ontario, Canada
Hamid Reza Mohagheghi
Consumer Psychology, Behavioral Science & Human-Technology Interaction
Hamid Reza Mohagheghi, also known as Hamid Mohagheghi, is Professor and Researcher at the University of Toronto and a Canadian researcher based in Toronto. His interests span consumer psychology, behavioral science, decision-making, marketing psychology, and human-technology interaction.
Born in Iran and now based in Canada, his work explores how psychological processes influence the decisions people make, the technologies they adopt, and the ways they interact with brands, digital environments, and information.
Key facts
- Full name
- Hamid Reza Mohagheghi
- Also known as
- Hamid Mohagheghi
- Position
- Professor and Researcher, University of Toronto
- Education
- PhD in Psychology, University of Toronto
- Nationality
- Canadian
- Born
- Iran
- Based in
- Toronto, Ontario, Canada
- Fields
-
- Consumer Psychology
- Behavioral Science
- Decision-Making
- Marketing Psychology
- Human-Technology Interaction
- Digital Consumer Behavior
- Official website
- HamidRezaMohagheghi.com
- Contact
- info@hamidrezamohagheghi.com
Areas of expertise
Six connected areas of interest, each concerned with how people judge, choose, trust, and adopt.
Behavioral Science
Examining psychological, social, environmental, and contextual factors that influence human judgment and behavior.
Decision-Making
Studying how people evaluate information, risk, uncertainty, alternatives, and trade-offs when making decisions.
Marketing Psychology
Exploring how psychological principles influence communication, persuasion, brand perception, and consumer response.
Human-Technology Interaction
Investigating how people understand, trust, adopt, and interact with digital platforms, interfaces, automation, and emerging technologies.
Digital Consumer Behavior
Studying how personalization, recommendations, reviews, social proof, interface design, and digital environments influence consumer choices.
Psychology, Technology and Human Behavior
Hamid Reza Mohagheghi's professional interests sit at the intersection of psychology, human behavior, technology, and marketing.
Alongside his academic work at the University of Toronto, his earlier career spanned the Bank of Canada, Iran Khodro and MAPNA Group.
His work examines how people interpret information, form preferences, respond to persuasion, adopt technology, and make decisions in increasingly digital environments.