When most people shop online, they read reviews to help decide what to buy. But what makes one review more helpful than another?
For Mohammad Fathi, a doctoral student in marketing in the Lubar College of Business, that question has become the focus of his research. His work examines how consumers use sensory language, especially descriptions of color, in online reviews and how those words influence trust, decision-making, and purchasing behavior.
Fathi’s path to marketing research has been anything but traditional. He studied civil engineering and physics, taught mathematics and physics, and operated his own advertising agency before pursuing a PhD.
“Engineering trained me to think analytically, physics deepened my interest in light and color, and my advertising work kept pulling me toward communication and consumer behavior,” Fathi said. “Marketing research finally brought all of these interests together.”
His interest in color language began with an everyday purchase. While shopping for an espresso machine online, he planned to buy a black model until he read a detailed review discussing its appearance. The review changed his mind, and he ultimately chose a silver version.
“That small moment showed me how much a few words about color in a review can shape a real decision,” he said.
His research suggests that reviews containing color descriptions often feel more informative, detailed and trustworthy to consumers. This is especially important in online shopping environments, where people cannot physically see or touch products before making a purchase.
One finding has been particularly surprising. Discussions about color may matter even more for practical products such as tools and appliances than for products typically associated with style or enjoyment.
“The same color discussion can play very different roles depending on the product,” Fathi said. “For tools or appliances, consumers may focus on whether the color lasts or signals quality.”
To study these patterns, Fathi combines marketing theory with artificial intelligence and natural language processing. New AI tools allow researchers to analyze language with greater context and accuracy, helping them better understand how consumers communicate online.
At its core, however, his research remains focused on people.
“A review that includes concrete sensory details often feels more trustworthy because it signals real experience,” Fathi said. “Communication is something deeply human, even in very digital environments.”
As he prepares to complete his PhD, Fathi hopes his work will help businesses communicate more clearly and help consumers make more confident decisions.