USC Marshall School of Business

Gülden Ülkümen's research interests include consumer budgeting and savings decisions, consequences of categorization on consumers' decision making, and the effects of feelings of confidence on the outcome and quality of consumer decisions. Her research has been published in the Journal of Consumer Research and the 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 journals such as the Journal of Behavioral Decision Making, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Retailing. She teaches Consumer Behavior.