PhD research student
Title of research: Exploring predictors of AI-powered direct-to-consumer healthcare app adoption – an examination of theory of planned behavior constructs in consumer behavioral intentions
Qualifications: BSc in Chemistry (Sharif University of Technology), MS in Marketing (Tarbiat Modares University)
PhD start date: 1 July 2025
Supervisors: Dr John Williams, Dr Ismail Shaheer
Research summary
My research investigates the evolving intersection of consumer psychology, behavioral data modeling, and AI-integrated health technologies.
My work seeks to illuminate the underlying psychological and perceptual mechanisms that shape individual engagement with direct-to-consumer (DTC) digital health interventions, particularly in an era where AI-driven solutions are reshaping patient-consumer interfaces.
In light of growing reliance on AI-powered healthcare applications and DTC advertising strategies, especially during global health crises like COVID-19, my research addresses two critical gaps: the lack of empirical focus on consumer perceptions in healthcare AI systems, and the limited understanding of how institutional trust, perceived message efficacy, and regulatory legitimacy influence digital health adoption.
Research interests
- Consumer Behavior
- Psychological Modeling of Consumer Engagement
- Behavioral predictors in health marketing
- Technology acceptance and regulatory trust in healthcare
Honors and awards
- Recognised as a Peer Reviewer for journal of Exploratory Research in Clinical and Social Pharmacy (Elsevier)
- University of Otago Doctoral Scholarship
Publications
Paygah, M. R. and A. M. Colabi "Thematic analysis of Direct-To-Consumer Advertising (DTCA) for vaccination campaigns during the COVID-19 pandemic: Healthcare experts’ insights." Journal of Marketing Communications.