Gülen Sari­al Abi

I am a Professor of Marketing at Copenhagen Business School. My research explores how financial scarcity, digitalization, and societal crises influence consumer behavior, and how interventions can improve decision-making and well-being.  

At the core of my work is the ambition to ensure that marketing and consumer research address real societal problems, not just business goals. I aim to generate insights that help policymakers, companies, and communities design better solutions that improve people’s lives. I believe consumer research should be a force for good — enabling informed choices, reducing vulnerabilities, and building more inclusive and sustainable societies. 

My Research Helps 

Promote financial well-being by uncovering how scarcity shapes spending, saving, and borrowing — and by developing nudges and communication strategies that support healthier financial decisions. 

Address digital vulnerabilities by identifying how algorithm errors, privacy concerns, and technological bias affect consumers, and by guiding firms and policymakers in designing fair and responsible digital systems. 

Support people in times of crisis by showing how pandemics, wars, and loneliness change the way people think, feel, and act — and by informing communication strategies that strengthen resilience and coping. 

My work has been recognized with awards such as the Jorck’s Foundation Research Prize and the DSEB Research Award, and my publications appear in leading international journals. I contribute actively to the academic community as Editor at Psychology & Marketing, co-founder of the Northern European Consumer Research Network, and as an Expert on the Panel for Economics, Business, and Management at the Research Council of Finland. In addition, I am deeply committed to mentoring the next generation of scholars, with many of my PhD students now holding faculty positions at universities across Europe.