USC Marshall School of Business

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.