Saeid Kermani
PhD Candidate, Business Administration
Area of Study: Marketing
Anticipated Graduating Year: 2022
Educational Background
| Present | PhD Candidate, Business Administration Schulich School of Business – York University Toronto, Canada Advisor: Prof. Dr. Peter Darke |
| 2017 | MSc, Management, Field: Marketing Telfer School of Management University of Ottawa Ottawa, Canada |
| 2014 | B.Sc, Honours in Psychology & Business (Major/Minor), Summa Cum Laude York University Toronto, Ontario, Canada |
Thesis Topic
Consumer backlash in the digital age: The role of social influence and identity on consumer judgements
Research Interests – Work in Progress
My research program is primarily focused on understanding the role of digital communication technologies in facilitating consumer interactions and the impact such interactions have on business activities and society at large. My current research examines consumers’ responses to negative reactions on social media towards marketing activities that are deemed “offensive”. This research is guided by my interest in social motivation and social cognition theories and questions surrounding social influence, moral judgement, identity and emotions.
Kermani, M.S., Noseworthy, T.J., & Darke, P.R. “The effects of outgroup outrage on self-brand connection”. Journal of Consumer Psychology, preparing revision.
Kermani, M.S., & Darke, P.R.“What makes an advertisement offensive? The interplay between descriptive and prescriptive norms”, finalizing paper for submission (Target: Journal of Marketing).
Kermani, M.S., & Darke, P.R. “When humorous advertisements backfire: The role of emotion-based social influence”, paper in preparation (Target: Journal of Marketing Research).
Kermani, M.S., & Hamzaoui-Essousi, L. “The effect of consumer knowledge on bandwagon luxury consumption”, paper in preparation. (Target: International Marketing Review).
Darke, P.R., Kermani, M.S., & Sogut, C. “The distance = distrust heuristic in the context of online consumer judgment”, 3 experiments completed and 1 underway. (Target: Journal of Marketing Research).
Awards and Honours
| Admission Scholarship ($15,000 CAD) | |
| Member of Dean’s Honour Roll (York University) | |
| Entrance Scholarship (York University) |
Refereed Publications
Guilfolye, J., Struthers, C.W., van Monsjou, E., Shoikhedbrod, A., Eghbali, N., Kermani, M.S. (in press). Sorry, not sorry: The effect of social power on transgressors’ apology and non-apology. Journal of Experimental Psychology.
Ng, A. H., Kermani, M. S., & Lalonde, R. N. (2020). Cultural differences in psychological reactance: Responding to social media censorship. Current Psychology, 1-10.
Refereed Conference Papers
Kermani, M.S., Noseworthy, T.J., Darke, P.R. “Getting political: The effects of outgroup outrage on self-brand connection”, American Marketing Association Winter Academic Conference, Special Session on Social Responsibility in Today’s Marketplace, 2021.
Kermani, M.S., & Darke, P.R. “What makes an advertisement offensive? The interplay between descriptive and prescriptive norms”, Association for Consumer Research Conference, 2020
Kermani, M.S., & Darke, P.R. “The role of descriptive norms on offensive advertising”, Marketing Research Symposium, Lazardis School of Business and Economics, 2019, Waterloo, Canada.
Kermani, M.S., & Hamzaoui-Essousi, L. “The effect of consumer knowledge on bandwagon luxury consumption”, Monaco Symposium on Luxury, 2018, Monaco City, Monaco.
Ng, A. H., Kermani, M. S., & Lalonde, R. N. (2015), “Cultural differences in psychological reactance: Responding to censorship”, The Asian Conference on Psychology and the Behavioral Sciences Official Conference Proceedings (pp. 751-763).