Rate My Professor Menna Sayed Mohamed

Mentalla Hossameldine Sayed Mohamed is a PhD research student in the Department of Marketing at the University of Otago, having commenced her studies in December 2022. She is supervised by Dr John Williams, Dr Lisa McNeill, and Dr Leah Watkins. Her prior academic qualifications include a Master of Science in Marketing from the Arab Academy for Science, Technology & Maritime Transport and a Bachelor of Arts with Honours in Marketing from Cardiff Metropolitan University. Mohamed was awarded the University of Otago Doctoral Scholarship in 2022 and the Best Paper Award in Business Studies at the 2nd Australia and New Zealand Conference on Advanced Research (ANZCAR–2018).

Her doctoral thesis, "Improving EV Adoption in New Zealand: A Mixed Reasoned Action Approach Study," aims to encourage New Zealanders to purchase electric vehicles (EVs) and discourage non-EV purchases. This supports New Zealand's carbon neutrality goal by 2050 and reduction of greenhouse gas emissions to 30% below 2005 levels by 2030. Transport emissions account for nearly 50% of greenhouse gas emissions in the country. The New Zealand government seeks to electrify transportation, committing to all new sales of zero-emission cars and vans by 2040. The study designs and implements an intervention program using persuasive communication. It applies the reasoned action approach and self-congruity theory to explore the impact of brand experience on EV purchase behavior, with the reasoned action approach as the theoretical foundation for designing and evaluating the intervention's effectiveness. Her research interests include sustainable marketing, behavioural marketing, consumer behaviour, experiential marketing, brand marketing, and consumer neuroscience. She co-authored the publication "Evaluation of the Egyptian knowledge bank using the information systems success model" with A.F. AbdelKader in The Journal of Academic Librarianship, 48(2), 102506 (2022).