Department of Marketing

Sarial Abi

Room: SOL/C3.17

Professor Gülen Sarial Abi works to understand the basics of how people think, feel, and behave in order to make sense of the marketplace, and how marketing can be applied to improve lives, strengthening societies, and benefitting the world at large. Relatedly, her work revolves around three research streams. Her work is about (1) consumer financial well-being, (2) implications of technology, and (3) how threats to meaning in life (e.g., loneliness, wars) change the way people think, feel, and behave.

Professor Sarial Abi’s publications appeared in top journals including Journal of MarketingJournal of Consumer ResearchJournal of Consumer PsychologyJournal of the Academy of Marketing ScienceInternational Journal of Research in MarketingJournal of AdvertisingJournal of International MarketingPsychology and Marketing, and Journal of Business Ethics. Before joining CBS, she has been Assistant Professor of Marketing at Bocconi University in Italy.

Professor Sarial Abi is the recipient of the prestigious awards. She is the recipient of the DSEB Research Award 2022 and Jorcks Fond Research Award 2021. She received the Park Best Paper Award 2019 from Journal of Consumer Psychology for her research published in 2017. Prof. Sarial Abi is the 47th AMA Sheth Foundation Doctoral Consortium Fellow and 24th EMAC Doctoral Colloquium Fellow. She’s the editor for Research Note and Registered Reports at Psychology & Marketing.

Prof. Sarial Abi is a member of the American Marketing Association, Association for Consumer Research, Society for Consumer Psychology, and Association for Psychological Science.

Academic Awards and Honors
  • DSEB Research Award 2022
  • Jorcks Fond Research Award 2021
  • Italian Marketing Society Conference 2020 Best Consumer Behavior Paper Award
  • JCP C. W. Park Best Paper Award 2020 for papers published in Journal of Consumer Psychology in 2017
  • Teaching Award, Bocconi University, Graduate School Master of Science Programs, 2016-2017
  • 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 Fellow, Ljubljana 2011
Primary research areas
  • Consumer Financial Well-Being
  • Implications of Technology
  • Threats to Meaning in Life
Administrative tasks

Departmental Service and Admin Tasks


Copenhagen Business School, Department of Marketing, Ph.D. Placement Officer

2020 – 2022

Copenhagen Business School, Consumer Research Cluster, Co-Chair

2016 – 2019

Bocconi University, Curriculum Coordinator of Marketing in PhD in Business Administration

Bocconi University PhD School, Faculty Board Member

Bocconi University Bachelor in Economics and Management (BIEM) Program, Faculty Board Member

2015 – 2018

Bocconi University World Bachelor in Business (WBB) Program, Faculty Board Member


Bocconi University Marketing and Public Policy Conference Organization, Committee Member


Bocconi University New PhD Curriculum in Marketing Development, Committee Member

2013 – 2014

Bocconi University Department of Marketing, External Seminar Series Coordinator


Link to this homepage

PHD Supervsion

2015 – 2020

Sadaf Mokarram Dorri (primary advisor, placement to University of Amsterdam)

2014 – 2019

Aulona Ulqinaku (primary advisor, placement to Leeds Business School)

Other teaching activities

Teaching Experience

2020 – ongoing       

Teaching in MSc in Economics and Business Administration program, Copenhagen Business School

2020 – ongoing        

Teaching in BSc in Economics and Business Administration program, Copenhagen Business School

2013 – 2019 

Teaching in PhD program, Bocconi University

2013 – 2019 

Teaching in MSc in Marketing Management program, Bocconi University

2013 – 2019 

Teaching in Bachelor in Economics and Management Program, Bocconi



2013 – 2018

Teaching in World Bachelor in Business Program, Bocconi University


Teaching in MBA program, Tuck School of Business, Dartmouth College

Selected publications
Selected Publications (AJG 4/4*)
  • Sarial‑Abi, Gülen, Aulona Ulqinaku, Giampaolo Viglia, and Gopal Das (2022), “The Effect of Financial Scarcity on Discretionary Spending, Borrowing, and Investing,” Journal of the Academy of Marketing Science
  • Srinivasan, Raji and Gülen Sarial-Abi (2021), “When Algorithms Fail: Consumers’ Responses to Brand Harm Crises Caused by Algorithm Errors,” Journal of Marketing85(5), 74–91.
  • Sarial-Abi, Gülen, Kathleen D. Vohs, Ryan Hamilton, and Aulona Ulqinaku (2017), “Stitching Time: Vintage Consumption Connects the Past, Present, and Future”, Journal of Consumer Psychology, 27(2), 182-194.
  • Sarial-Abi, Gülen, Zeynep Gürhan-Canli, Tarcan Kumkale, and Yeosun Yoon (2016), “The Effect of Self-Concept Clarity on Discretionary Spending Tendency,” International Journal of Research in Marketing, 33(3), 612-623.
  • Sela, Aner, S. Christian Wheeler, and Gülen Sarial-Abi (2012), “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), 629-43.
  • Yoon, Yeosun, Gülen Sarial-Abi, and Zeynep Gürhan-Canli (2012), “Effect of Regulatory Focus on Selective Information Processing,” Journal of Consumer Research, 39 (1), 93-110.
Publications sorted by:
Ezgi Merdin-Uygur; Gülen Sarial Abi; Zeynep Gürhan-Canli / Advertising Inauthentic Experiences Based on Attitude Functions
In: Advances in Advertising Research (Vol. XII): Communicating, Designing and Consuming Authenticity and Narrative. . ed. /Alexandra Vignolles; Martin K. J. Waiguny. Vol. XII, Wiesbaden : Gabler 2023, p. 289-300 (European Advertising Academy)
Book chapter > peer review
Joëlle Vanhamme; Adam Lindgreen; Gülen Sarial Abi / Luxury Ethical Consumers : Who Are They?.
In: Journal of Business Ethics, Vol. 183, No. 3, 3.2023, p. 805-838
Journal article > peer review
Aulona Ulqinaku; Selma Kadic-Maglajlic; Gülen Sarial Abi / Social Media as a Living Laboratory for Researchers : The Relationship Between Linguistics and Online User Responses.
In: Internet Research, 15.12.2023
Journal article > peer review
Gülen Sarial Abi; Aulona Ulqinaku; Giampaolo Viglia; Gopal Das / The Effect of Financial Scarcity on Discretionary Spending, Borrowing, and Investing
In: Journal of the Academy of Marketing Science, Vol. 51, No. 6, 11.2023, p. 1214-1243
Journal article > peer review
Vasileios Davvetas; Aulona Ulqinaku; Gülen Sarial Abi / Local Impact of Global Crises, Institutional Trust, and Consumer Well-Being : Evidence from the COVID-19 Pandemic.
In: Journal of International Marketing, Vol. 30, No. 2, 6.2022, p. 73-101
Journal article > peer review
Gülen Sarial Abi; Aulona Ulqinaku; Sadaf Mokarram Dorri / Living with Restrictions : The Duration of Restrictions Influences Construal Levels.
In: Psychology & Marketing, Vol. 38, No. 12, 12.2021, p. 2271-2285
Journal article > peer review
Aulona Ulqinaku; Gülen Sarial Abi; Elaine L. Kinsella; Eric R. Igou / The Breaking Bad Effect : Priming With an Antihero Increases Sensation Seeking.
In: British Journal of Social Psychology, Vol. 60, No. 1, 1.2021, p. 294-315
Journal article > peer review
Aulona Ulqinaku; Gülen Sarial-Abi / Tourism Implications of Online Response to Terrorism
In: Annals of Tourism Research, Vol. 86, 1.2021
Journal article > peer review
Raji Srinivasan; Gülen Sarial Abi / When Algorithms Fail : Consumers’ Responses to Brand Harm Crises Caused by Algorithm Errors.
In: Journal of Marketing, Vol. 85, No. 5, 9.2021, p. 74-91
Journal article > peer review
Aulona Ulqinaku; Gülen Sarial Abi; Elaine L. Kinsella / Benefits of Heroes to Coping with Mortality Threats by Providing Perceptions of Personal Power and Reducing Unhealthy Compensatory Consumption
In: Psychology & Marketing, Vol. 37, No. 10, 10.2020, p. 1433-1445
Journal article > peer review
More results... (total 39 results)
Research Projects
Outside activities
  • Editor, Research Note and Registered Reports, Psychology & Marketing (2021 – )
  • Editorial Review Board, Journal of Consumer Psychology (2018 – 2021)
  • Academy of Marketing Science 2020 Mary Kay Dissertation Competition Invited Reviewer
  • Marketing Science Institute 2019 Aldon G. Claydon Doctoral Dissertation Competition Invited Reviewer
  • EMAC 2019 Sheth Foundation Doctoral Dissertation Competition Invited Reviewer 
  • Advisory Panel Board, Society of Consumer Psychology (2018)