معرفی
Tulin Erdem is the Leonard N. Stern Professor of Business and Professor of Marketing at the New York University Leonard N. Stern School of Business, where she joined in 2006. She previously held the E.T. Grether Professorship at the Haas School of Business, University of California, Berkeley, and has served in leadership roles including Associate Dean for Academic Affairs, Marketing Group Chair, and Ph.D. Director. She is currently the Academic Executive Director of the Marketing Science Institute (MSI) for 2024–2026.
Education:
- Ph.D. in Business Administration, University of Alberta, 1993
- M.A. in Economics, University of Alberta, 1987
- B.A. in Economics, Bogazici University, 1986
Tulin Erdem’s research centers on advertising, branding, brand equity, econometric modeling, and consumer decision-making. Her work integrates psychological and economic perspectives to understand how consumers process brand signals like advertising and pricing, and how these influence brand choice and equity formation. She has pioneered empirical models of consumer learning and brand evaluation, with a recent focus on attention dynamics using eye-tracking methodologies.
Her recent publications reflect a strong trend in using behavioral and neurocognitive methods to study brand choice, particularly in understanding how prior information and attention affect search and decision processes. These articles span top journals in marketing science and consumer research, highlighting her contributions to both theoretical and empirical advancements in the field.
Scientific Awards and Honors:
- John D.C. Little Best Paper Award Winner (1996)
- Frank M. Bass Best Dissertation Paper Award Winner (1996)
- Gold Medal of the Governor General of Canada (1993)
- ISMS Fellow (2018)
- MSI Inaugural Academic Fellow (2020)
Tulin Erdem has advised numerous doctoral students and served in editorial roles including Editor-in-Chief of the Journal of Marketing Research (2009–2012) and Associate Editor at Marketing Science, Journal of Consumer Research, and Quantitative Marketing and Economics. She has secured significant research funding, including two National Science Foundation grants, supporting her work on consumer learning and brand dynamics. She has also led major collaborative research initiatives, such as the study on how brand support for refugees influences consumer behavior.
She is actively involved in academic leadership, having served as President of the INFORMS Marketing Society (ISMS), and currently leads the Marketing Science Institute as Academic Executive Director, shaping the future agenda of marketing science research.
