معرفی
Gizem Atav is an Associate Professor of Marketing in the College of Business at James Madison University. Her research examines consumer decision-making processes with emphasis on self-regulation, motivation, and post-purchase behaviors.
Research interests focus on how regulatory fit influences consumer responses to service failures, the psychology behind product preannouncements, and market orientation strategies. Recent work investigates emotional and behavioral reactions to product failures, including forgiveness versus retaliation tendencies and repurchase decisions.
Publications demonstrate consistent exploration of motivational frameworks in consumer contexts. Articles analyze how goal framing affects strategy appeal and how uncertainty avoidance shapes decision-making biases under gain-loss scenarios.
