University of Southern California

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Gülden Ülkümen
Associate 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. She received her PhD in Marketing from New York University. Professor Ülkümen’s research interests include consumer budgeting and savings decisions, consequences of categorization on consumers’ decisions, and the impact of uncertainty on decision making. She has been recognized as a Young Scholar by the Marketing Science Institute (MSI) in 2015. Professor Ülkümen serves on the editorial boards of the Journal of Consumer Research and the Journal of Consumer Psychology, and she is an ad hoc reviewer for journals including the Journal of Marketing Research, as well as research funding agencies such as the National Science Foundation and Israel Science Foundation. Her research has been published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, and Journal of Experimental Psychology: General. This work has also been featured in The New York Times, U.S. News, and Yahoo Finance. She teaches courses in Consumer Behavior at the Marshall School of Business at USC.


Isikman, E., MacInnis, D. J., Ulkumen, G., and Cavanaugh, L. A. (2016) "The Effects of Curiosity-Evoking Events on Activity Enjoyment," Journal of Experimental Psychology: Applied (In Press).
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.