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 is Assistant Professor of Marketing at the University of Southern California (USC). She received her PhD in Marketing from New York University. Dr. Ülkümen’s research interests include consumer budgeting and savings decisions, consequences of categorization on consumers’ decision making, and the impact of uncertainty on consumer decisions. Her research has been published in the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology. This work has also been featured in The New York Times, U.S. News, and Yahoo Finance. Professor Ülkümen serves on the editorial board of the Journal of Consumer Research and the Journal of Consumer Psychology, and she is an ad hoc reviewer for several journals including the Journal of Marketing Research. She teaches courses in Consumer Behavior at the Marshall School of Business at USC.


Ulkumen, G., Fox, C. R., and Malle, B. (2015) "Two Dimensions of Subjective Uncertainty: Clues from Natural Language," Journal of Experimental Psychology: General.
Tannenbaum, D., Fox, C. R., and Ulkumen, G. (2015) "Judgment Extremity and Accuracy under Epistemic versus Aleatory Uncertainty," Management Science.
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.