Gülden Ülkümen is Associate 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). 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 is currently teaching the Marketing Management course (MBA) and has previously taught the Consumer Behavior course at the Marshall School of Business at USC.