Faculty Directory

Z. Gülen Sarial Abi

Visiting Professor of Marketing






PhD, Koc University, Turkey, 2013; MSc, Saïd Business School, University of Oxford, 2004; BA, Koc University, 2003

Areas of Expertise

Marketing, consumer behavior

Current Research Topics

  • The role of regulations and restrictions on consumer behavior
  • The role of meaning threats on consumer behavior
  • Self-control and consumer behavior
  • Authenticity perceptions and experiences

Professional Activities

Academic positions

  • Visiting Professor, Tuck School of Business, 2017–present
  • Assistant Professor of Marketing, Bocconi University, 2013–present
  • Visiting Scholar, Stanford University, Graduate School of Business, 2010–11

Nonacademic positions

  • Brand Management Consultant, Siemens Medical Solutions, Istanbul, Turkey, 2004–08

Board positions

  • Society for Consumer Psychology Advisory Board
  • Director of the Marketing Curriculum, PhD in Business Administration and Management, 2016–present
  • Member, Bachelor in Economics and Management (BIEM) Program Faculty Board, 2016–present
  • Member, World Bachelor in Business (WBB) Program Faculty Board, 2015–present
  • Course Director, Undergraduate Marketing Management, 2014–present  

Editorial positions

  • Editorial review board: Journal of Consumer Psychology
  • Ad hoc reviewer: Journal of Consumer Research, International Journal of Research in Marketing 


  • Teaching Award, Bocconi University, Graduate School Master of Science Programs, 2016–17
  • Best Track Paper Award, American Marketing Association (AMA) Winter Marketing Academic Conference, 2015
  • Koç University Graduate School of Business Excellence Award, 2013
  • 47th AMA Sheth Foundation Doctoral Consortium Fellow, 2012
  • 24th EMAC Doctoral Colloquium Student Fellow, Ljubljana, 2011
  • Turkcell Academy Graduate Scholarship, 2011–12
  • Koç University Ph.D. Scholarship 2008–13
  • Koç University, Vehbi Koç Scholar, 1999–2003

Working Papers

  • “Financial Restrictions and Motivation”
  • “Financial Restrictions and Perceptions”
  • “Financial Restrictions and Deals”
  • “Heroes and Meaning Threats”
  • "Brand Crises"

Selected Publications

  • With Z. Gürhan-Canli and C. Hayran, “Consumers and Brands Across the Globe: Research Synthesis and New Directions," Journal of International Marketing, forthcoming
  • With Z. Gürhan-Canli and C. Hayran, “Multiple Shades of Culture: Insights from Experimental Consumer Research,” in The Routledge Companion to Consumer Behavior, eds. T. Lowrey and M. Solomon, Taylor & Francis, 2018
  • With Z. Gürhan-Canli and C. Hayran, “Culture and Branding,” in Cross-Cultural Issues in Consumer Science and International Business, eds. H. van Herk and C. Torelli, Springer, 2017
  • With K.D. Vohs, R. Hamilton, and A. Ulqinaku, “Stitching Time: Vintage Consumption Connects the Past, Present, and Future,” Journal of Consumer Psychology, 27(2), 2017
  • With Z. Gürhan-Canli, T. Kumkale, and Y. Yoon, “The Effect of Self-Concept Clarity on Discretionary Spending Tendency,” International Journal of Research in Marketing, 33(3), 2016
  • With Z. Gürhan-Canli, “The Type of Regulatory Restrictions Influences Consumer Responses: The Role of Perceived Autonomy,” Journal of the Association for Consumer Research, 1(3), 2016
  • With Z. Gürhan-Canli and C. Hayran, “Customer-based Brand Equity in a Technologically Fast-Paced, Connected, and Constrained Environment,” Academy of Marketing Science Review, 6(1), 2016
  • With Z. Gürhan-Canli, “Culture and Brand Relationships,” in Handbook of Culture and Consumer Behavior, Oxford University Press, 2015
  • With A. Sela and S.C. Wheeler, “We Are Not the Same as You and I: Causal Effects of Minor Language Variations on Consumers’ Attitudes toward Brands,” Journal of Consumer Research, 39 (October), 2012
  • With Y. Yeosun and Z. Gürhan-Canli, “Effect of Regulatory Focus on Selective Information Processing,” Journal of Consumer Research, 39(1), 2012