Caglar Irmak

Caglar Irmak is a Professor and Department Chair of Marketing at the Miami Herbert Business School, University of Miami. His research bridges consumer psychology, behavioral economics, and marketing strategy.

• Key Roles: Professor, Department Chair
• Department: Marketing
• Contact: cxi38@miami.edu | (305) 284-1603

Research focuses on political ideology's impact on consumer reactions to regulations, product entitativity (group perception of products), and cause-related marketing mechanisms. His work explores cognitive dissonance in brand choice, memory distortion for self-regulation, and the endowment effect in ownership psychology.

Recent publications examine:

• Regulatory reactance among conservatives
• Quantity perception in retail displays
• Minimum donation framing in marketing campaigns
• Self-control mechanisms in indulgent consumption
• Construal level effects on pricing

His 15 most recent articles (2013-2020) span journals like Journal of Marketing Research and Journal of Consumer Research, covering domains such as behavioral economics, policy design, and product efficacy.