Mohammed El Hazzouri

Associate Professor; Acting Associate Dean (Academic); Chair, Marketing Department

MohammedElHazzouri 72sq

Related Information

Phone: 902-494-2799
Fax: 902-494-1107
Mailing Address: 
Kenneth C. Rowe Management Building
6100 University Avenue, Room 2024
Halifax, Nova Scotia, Canada B3H 4R2
Research Topics:
  • Diversity in advertising
  • Public health advertising
  • Social identity
  • Consumer debt
  • Evolutionary basis of consumption


  • PhD, University of Manitoba
  • BBA, Hariri Canadian University (Lebanon)

Research Interests

Dr. El Hazzouri’s primary area of research interest focuses on diversity and inclusion in advertising. He investigates how members of minority groups react to advertisements that include members of their own groups. Dr. El Hazzouri’s other areas of research interest include consumer debt and the evolutionary basis of consumption.

Selected Publications

  • Dissociative threat: Underperforming to distance the self from undesirable groups. El Hazzouri, M., Carvalho, S.W., Main, K. European Journal of Marketing, 55(3)  (2020)
  • The effect of reminders of the sun on men’s preference for luxury products. El Hazzouri, M., Main, K., Shabgard, D. Journal of Business Research 120, 551-560 (2020)
  • Why us?! How members of minority groups react to public health advertisements featuring their own group. El Hazzouri, M., Hamilton, L. Journal of Public Policy & Marketing 38(3), 372-390  (2019)
  • Out of the closet: When moral identity and protestant work ethic improve attitudes towards advertising featuring same sex couples. El Hazzouri, M., Main, K., Sinclair, L. Journal of Advertising 48(2), 181-196. (2019)
  • Ethnic minority consumers' reactions to advertisements featuring members of other ethnic minority groups. El Hazzouri, M., Main, K., Carvalho, S. International Journal for Research in Marketing 34(3), 717-733  (2017)