University of Southern California

Gülden Ülkümen
Assistant Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

Phone: 
213-740-3852
Education: 
PhD, New York University; MBA, Koç University; BS, Istanbul Technical University

Overview

Gülden Ülkümen's research interests include consumer budgeting and savings decisions, consequences of categorization on consumer decision making, and effects of feelings of confidence on outcome and quality of consumer decisions. Her research has been published in the Journal of Consumer Research and Journal of Marketing Research, and has been featured in the New York Times. Professor Ülkümen serves on the editorial review board of the Journal of Consumer Psychology, and she is an ad hoc reviewer for several journals including the Journal of Consumer Research and Journal of Marketing Research. She teaches consumer behavior and marketing classes.

Research

Chakravarti, A., Grenville, A., Morwitz, V. G., Tang, J., and Ulkumen, G. (2013) "Malleable Conjoint Parthworths: How the Breadth of Screener Response Scales Alters Price Sensitivity," Journal of Consumer Psychology, 20 (October), 515-525.
Ulkumen, G., and Thomas, M. (2013) "Personal Relevance and Mental Simulation Amplify the Duration Framing Effect," Journal of Marketing Research, 50 (2), 194-206.
Ulkumen, G., and Cheema, A. (2011) "Framing Goals to Influence Personal Savings: The Role of Specificity and Construal Level," Journal of Marketing Research, 48 (December), 958-969.
Fox, C. R., and Ulkumen, G., "1," in Brun, W., Keren, G., Kirkeboen, G., and Montgomery, H., eds., Perspectives on Thinking, Judging, and Decision Making, Universitetsforlaget, Oslo 2011.
Ulkumen, G., Chakravarti, A., and Morwitz, V. G. (2010) "Categories Create Mindsets: The Effect of Exposure to Broad versus Narrow Categorizations on Subsequent, Unrelated Decisions," Journal of Marketing Research, 48 (August), 659-671.
Ulkumen, G., Thomas, M., and Morwitz, V. G. (2008) "Will I Spend More in 12 Months or a Year? The Effect of Temporal Frames on Budget Estimates," Journal of Consumer Research, 35 (August), 245-256.
Chakravarti, A., Janiszewski, C., and Ulkumen, G. (2006) "The Neglect of Prescreening Information," Journal of Marketing Research, 43 (4), 642-653.