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Tulin Erdem

Tulin Erdem

Joined Stern 2006

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 913
New York, NY 10012


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Tulin Erdem joined New York University Stern School of Business as a Leonard N. Stern School Professor of Business and Professor of Marketing in July 2006.

Before joining Stern in 2006, Tulin Erdem has also been the E.T. Grether Professor of Business Administration and Marketing at the Haas School of Business, University of California at Berkeley, where she served also as the Associate Dean for Academic Affairs and the Marketing Group Chair, and the Ph.D. Director at the Haas School of Business.

Her research interests include advertising, brand management and equity, consumer choice, customer relationship management, decision-making under uncertainty, econometric modeling and pricing. She has published several papers in top field journals. She has received best paper awards, as well major research grants, including two major National Science Foundation grants. She served as an AE at Marketing Science, Journal of Consumer Research and Quantitative Marketing and Economics. She was the editor-in-chief of the Journal of Marketing Research (2009-2012).

Tulin Erdem also served as the President of INFORMS Marketing Society (ISMS).

Tulin Erdem has a BA (Bogazici University) and MA in Economics and Ph.D. in Business Administration (University of Alberta. Major: marketing; Minors: economics, statistics).

Research Interests

  • Advertising and Pricing
  • Branding, Brand Equity and Brand Management
  • Econometric Modeling
  • Individual Decision-Making & Choice
  • Marketing Science Models of Consumer Behavior

Academic Background

Ph.D., Business Administration, 1993
University of Alberta

A.B.D., Economics, 1989
University of Alberta

M.A., Economics, 1987
University of Alberta

B.A., Economics, 1986
Bogazici University

Awards & Appointments

John D.C. Little Best Paper Award Finalist 2008
Journal of Marketing Outstanding Reviewer Award 2007
William O'Dell Best Paper Award Finalist 2003
National Science Foundation (NSF) grant, SBR-9812067 $178,000.00 2000
Paul Green Best Paper Award Finalist 1998
John D.C. Little Best Paper Award Winner 1996
Frank M. Bass Best Dissertation Paper Award Winner 1996
National Science Foundation (NSF) grant SBR-9511280 $100,000.00 1995

Selected Publications

Ching, Andrew, Tulin Erdem and Michael Keane (2015)
“A Simple Approach to Estimate the Roles of Learning, Inventory and Experimentation in Consumer Choice.”
Journal of Choice Modeling

Cutright, Keisha, Tulin Erdem, Gavan Fitzsimmons and Ron Shachar (2015)
“Finding Brands and Losing your Religion?”
Journal of Experimental Psychology

Swait, Joffre, Tulin Erdem and Tom Peters (2014)
“Shocks to Brand Equity: An Information Economics Perspective on the US Auto Industry 2006-2010.”
Customer Needs and Solutions, 1 (3), 317-332

Ching, Andrew, Tulin Erdem and Michael Keane (2013)
“Learning Models: An Assessment of Progress, Challenges and New Developments,”
Marketing Science (32), 6, 913-938

Erdem, Tulin and Sue Ryung Chang (2012)
“A Cross-Category and Cross-Country Analysis of Umbrella Branding for National and Store Brands,”
Special 40th Anniversary issue of Journal of the Academy of Marketing Science 40 (1), 86-101

Shachar, Ron, Tulin Erdem, Gavan Fitzsimons, Keisha Wells (2011)
“Brands: The Opiate of the Non-Religious Masses?“
Marketing Science 30, 92-110

Erdem, Tulin, Michael Katz and Baohong Sun (2010)
“A Simple Test for Distinguishing between Internal Reference Price Theories,”
Quantitative Marketing and Economics 8, 303-332

Yang, Sha, Yi Zhao, Tulin Erdem, Ying Zhao (2010)
“Modeling the Intra-Household Behavioral Interaction,”
Journal of Marketing Research, 47 (3), 470-484.

Areas of Expertise


  • Advertising/Marketing/PR Strategies
  • Brand Reputation Management
  • Consumer Psychology/Behavior
  • Digital Marketing/Advertising
  • International Marketing
  • Market Research
  • Pricing
  • Promotions
  • Trademarks