University of Southern California

Gülden Ülkümen
Assistant Professor of Marketing

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

PhD, New York University; MBA, Koç University; BS, Istanbul Technical University


Gülden Ülkümen’s research interests include consumer budgeting and savings decisions, consequences of categorization on consumers’ decision making, and the impact of uncertJournal of Consumer Psychology, and has been featured in The New York Times, U.S. News, and Yahoo Finance. Professor Ülkümen serves on the editorial boards of the Journal of Consumer Research and the Journal of Consumer Psychology. She teaches Consumer Behavior.


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., "Distinguishing Two Dimensions of Uncertainty," 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.