Samuel Piha

Samuel Piha is a Docent and Associate Professor at the Turku School of Economics (University of Turku), specializing in Marketing with a focus on consumer research. He holds a D.Sc. (Econ) in Marketing from the University of Turku (2018) and dual M.Sc. and B.Sc. degrees in Economic Geography (2014). His academic career includes roles as a permanent university teacher at UTU and assistant professor at the University of Vaasa (2019–2022), alongside research leadership in projects such as the LASKU initiative (2024–2026) funded by Liikesivistysrahasto.

His research prioritizes consumer well-being, empowerment, and vulnerability, integrating evolutionary psychology and consumer culture. Key topics include crisis-driven consumption patterns, public transportation behavior, and the psychological impact of sexuality-related consumption. Methodologically, he employs surveys, mixed-methods, and theoretical frameworks. He actively engages in science communication through media contributions like Helsingin Sanomat and academic conferences.

Teaching responsibilities include courses on consumer behavior (MA12), marketing communications (MA13), and advanced consumer research at both bachelor's and master's levels. He supervises theses across all academic levels and chairs the Finnish Association of Consumer Research.

Notable projects include the LASKU project addressing consumer adaptation to economic crises, and prior work on insect-based food acceptance and wine consumer psychology. His interdisciplinary approach bridges behavioral sciences and cultural studies, emphasizing practical implications for policy and business.