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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.

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). She is an ISMS fellow and an MSI Academic Fellow.

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

TENT Foundation Grant $40,000 2021
MSI (Marketing Science Institute) Inaugural Academic Fellow 2020
ISMS (INFORMS Marketing Society) Fellow 2018
ISMS Long-Term Impact Paper Award Finalist 2018
The Society of Foreign Consuls in NY Outstanding Achievement Award 2018
TENT Foundation Grant $40,000 2018
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 1998
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
AMA John A. Howard Doctoral Dissertation Award Co-winner 1993
Gold Medal of the Governor General of Canada, awarded for academic excellence at the graduate level 1993

Selected Publications

Ana Martinovici, Pieters, Rik, Tülin Erdem (2023)
“Attention and Utility Accumulation: An Eye-Movement Analysis of Brand Choice.”
Journal of Marketing Research

Cutright, Keisha, Tülin Erdem, Gavan Fitzsimmons and Ron Shachar (2014)
“Finding Brands and Losing your Religion?”
Journal of Experimental Psychology, Vol 143 (6, December), 2209-2222

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

Erdem, Tülin, Michael Keane and Baohong Sun (2008)
“A Dynamic Model of Brand 2 Choice When Price and Advertising Signal Product Quality”
Marketing Science, 27 (6), 1111-1125

Erdem, Tülin, Joffre Swait and Ana Valenzuela (2006)
“Brands as Signals: A Cross-Country Validation Study”
Journal of Marketing, 70 (1), 34-49

Erdem, Tülin and Joffre Swait (2004)
“Brand Credibility and its Role in Brand Choice and Consideration”
Journal of Consumer Research 31 (1), 191-199

Erdem, Tülin, Susumu Imai and Michael Keane (2003)
“A Model of Consumer Brand and Quantity Choice Dynamics under Price Uncertainty”
Quantitative Marketing and Economics, 1 (1), 5-64. (Lead article.)

Erdem, Tülin (1998)
“An Empirical Analysis of Umbrella Branding”
Journal of Marketing Research, 35 (3), 339-351; Finalist for Paul Green best paper award.

Erdem, Tülin and Joffre Swait (1998)
“Brand Equity as a Signaling Phenomenon”
Journal of Consumer Psychology, 7 (2), 131-157.

Erdem, Tülin and Michael P. Keane (1996)
“Decision-Making under Uncertainty: Capturing Dynamic Choice Processes in Turbulent Consumer Goods Markets”
Marketing Science, 15 (1), 1-20; Winner of Bass and Little Best Paper Awards.

Related News & Research

Professor Tulin Erdem notes that consumers are becoming more savvy, leading them to assess products on a much more critical scale than in the past

Professors Alixandra Barasch and Tulin Erdem offer commentary in a story on Facebook's decision to air its first-ever Super Bowl ad

New Research Shows European Consumers Are More Likely to Buy from Brands that Support Refugees

Professors Tülin Erdem and Thomaï Serdari are interviewed for an article on how fashion companies can avoid future scandals with culturally insensitive items

Professor Tülin Erdem explains why brands like Gillette are incorporating social-responsibility messaging into their marketing campaigns

Professors Tülin Erdem's and Vishal Singh's joint research on how helping refugees benefits a brand is mentioned

Professors Tülin Erdem's and Vishal Singh's joint research on how helping refugees boosts consumer perception of a brand is referenced

How Helping Refugees Helps Brands - By Tülin Erdem, Vishal Singh and Qianyun Zhang

Helping Refugees in the U.S. Turns Out To Be Good For Business

New Research Shows U.S. Consumers Prefer Brands that Support Refugees

Professors Tülin Erdem and Thomaï Serdari are interviewed about the impact of Dolce & Gabbana's controversial ad campaign

Professor Tülin Erdem is quoted in a feature story on Black Friday

Professor Tülin Erdem is featured in a video interview about La Croix's use of the term "natural" in its marketing as the company faces a lawsuit over its ingredients

Professors Tülin Erdem and Luke Williams offer insights on Papa John’s new logo

Professor Tülin Erdem discusses challenges that companies face when trying to become a "lifestyle brand"

Professor Tülin Erdem evaluates major brands' apology campaigns

Professor Tülin Erdem is quoted in a feature story on changing consumer preferences in beverages require brands to innovate

Professor Tülin Erdem is quoted in a feature story on how retail brands have used nostalgia as a marketing tactic

Professor Tülin Erdem was honored by the Society of Foreign Consuls in New York on International Women's Day

Professor Tülin Erdem is interviewed about Bacardi's "Back to the Bar" in-person marketing initiative

Areas of Expertise


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