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Department of Marketing

After graduating in Business Administration, Dr. Gülen Sarial Abi completed an MSc in Management Research at the Said Business School, University of Oxford. She then received her PhD in Marketing from Koc University. During her PhD, she also studied at the marketing department of Stanford Graduate School of Business as a visiting scholar. Since then, Gülen has been Assistant Professor of Marketing at the Department of Marketing, Bocconi University, Italy. She has also been a visiting academic at Tuck School of Business, Dartmouth College.
Gülen’s research interests include investigating consumer behavior with specific emphasis to understand how consumers behave when they experience psychological threats (e.g., financial restrictions) and consumer-brand relationships. Her publications appeared in Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of International Marketing, British Journal of Social Psychology, and Annals of Tourism Research.
Dr. Sarial Abi is recipient of the “C. W. Park Best Paper Award 2020” from Journal of Consumer Psychology and “Best Paper Track Award” from American Marketing Association (AMA) Winter Marketing Academic Conference. Since 2018, Gülen is in the Editorial Review Board of Journal of Consumer Psychology. She also serves to the field by being an invited reviewer for EMAC 2019 Sheth Foundation Doctoral Dissertation Competition, Marketing Science Institute 2019 Aldon G. Claydon Doctoral Dissertation Competition, and Academy of Marketing Science 2020 Mary Kay Dissertation Competition. Gülen also served the consumer behavior field by being an invited member of the Advisory Panel Board of the Society of Consumer Psychology. She is also the 47th AMA Sheth Foundation Doctoral Consortium Fellow and 24th EMAC Doctoral Colloquium Fellow.
Gülen is recipient of the Bocconi University Graduate School Master of Science Programs Teaching Award. She has also served Bocconi University as the Coordinator of the Marketing Curriculum for the PhD in Business Administration and Management. Gülen advised PhD theses as chair of the dissertation committees. Additionally, she acted as the member of the Bachelor in Economics and Management (BIEM) Program Faculty Board and member of the World Bachelor in Business (WBB) Program Faculty Board at Bocconi University. Gülen is also the recipient of the Koc University Graduate School of Business Excellence Award.
Gülen is a member of the American Marketing Association, Association for Consumer Research, Society for Consumer Psychology, and Association for Psychological Science.
- 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
- Consumer Behavior
- Branding
- Psychological Threats
- Regulations and Restrictions
Departmental Service and Admin Tasks
Teaching Experience
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 University
2013-2018 Teaching in World Bachelor in Business Program, Bocconi University
2018 Teaching in MBA program, Tuck School of Business, Dartmouth College
- Sarial-Abi, Gülen, Ezgi Merdin, and Zeynep Gurhan-Canli (2020), “Responses to Replica (vs. Genuine) Touristic Experiences,” Annals of Tourism Research.
- Ulqinaku, Aulona and Gülen Sarial-Abi (2020), “Tourism Implications of Online Response to Terrorism,” Annals of Tourism Research.
- 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.
In: British Journal of Social Psychology, Vol. 60, No. 1, 1.2021, p. 294-315
In: Psychology & Marketing, Vol. 37, No. 10, 10.2020, p. 1433-1445
In: Journal of Advertising, Vol. 49, No. 3, 2020, p. 270-291
In: Annals of Tourism Research, Vol. 83, 7.2020
In: Annals of Tourism Research, 8.4.2020
Paper presented at The 48th EMAC Annual Conference 2019, 2019
Paper presented at The 48th EMAC Annual Conference 2019, 2019
In: Proceedings of the Association for Consumer Research 2019. ed. /Rajesh Bagchi; Lauren Block; Leonard Lee. Duluth, NM : Association for Consumer Research 2019, 5 p., p. 117-122 (NA - Advances in Consumer Research, Vol. 47)
In: NA - Advances in Consumer Research. ed. /Rajesh Bagchi; Lauren Block; Leonard Lee. Duluth, MN : Association for Consumer Research 2019, 6 p., p. 117-122
In: Journal of International Marketing, Vol. 26, No. 1, 3.2018, p. 96-117
In: E - European Advances in Consumer Research. ed. /Maggie Geuens; Mario Pandelaere; Michel Tuan Pham; Iris Vermeir. Vol. 11, Duluth : Association for Consumer Research 2018, p. 106-107
In: Self and Identity, Vol. 18, No. 4, 2018, p. 443-466
In: Advances in Consumer Research. ed. /Andrew Gershoff; Robert Kozinets; Tiffany White. : Association for Consumer Research 2018, 1 p., p. 899-899
In: Advances in Consumer Research . ed. /Ayelet Gneezy; Vladas Griskevicius ; Patti Williams . Vol. 45, : Association for Consumer Research 2017, 1 p., p. 1055-1055
In: Cross Cultural Issues in Consumer Science and Consumer Psychology: Current Perspectives and Future Directions. . ed. /Hester van Herk; Torelli Carlos . Cham : Springer 2017, p. 129-147
In: NA - Advances in Consumer Research. ed. /Ayelet Gneezy; Vladas Griskevicius; Patti Williams. Vol. 45, Duluth : Association for Consumer Research 2017, p. 865-866
In: Advances in Consumer Research . ed. /Ayelet Gneezy; Vladas Griskevicius; Patti Williams. Vol. 45, : Association for Consumer Research 2017, 3 p., p. 104-106
In: The Routledge Companion to Consumer Behavior. ed. /Michael R. Solomon; Tina M. Lowrey. New York : Routledge 2017, p. 473-488
In: Journal of Consumer Psychology, Vol. 27, No. 2, 4.2017, p. 182-194
In: Advances in Consumer Research . ed. /Ayelet Gneezy; Vladas Griskevicius; Patti Williams. Vol. 45, : Association for Consumer Research 2017, 2 p., p. 867-868
In: AMS Review, Vol. 6, 2016, p. 23-32
Poster session presented at The 45th EMAC Annual Conference 2016, 2016
In: International Journal of Research in Marketing, Vol. 33, No. 3, 9.2016, p. 612-623
In: Journal of the Association for Consumer Research, Vol. 1, No. 3, 7.2016, p. 411-421
In: Handbook of Culture and Consumer Behavior. ed. /Sharon Ng; Angela Y. Lee. Oxford : Oxford University Press 2015, p. 254–273
In: NA - Advances in Consumer Research Volume 43. ed. /Kristin Diehl; Carolyn Yoon. Duluth : Association for Consumer Research 2015, p. 142-146
In: NA - Advances in Consumer Research. ed. /June Cotte; Stacy Wood. Vol. 42, Duluth : Association for Consumer Research 2014, p. 610-611
In: Advances in Consumer Research. ed. /Zeynep Gürhan-Canli; Cele Otnes; Rui (Juliet) Zhu. : Association for Consumer Research 2012, p. 48-52
Paper presented at 2012 INFORMS Marketing Science Conference, 2012
In: Advances in Consumer Research. ed. /Zeynep Gürhan-Canli; Cele Otnes; Rui (Juliet) Zhu. Vol. 40, : Association for Consumer Research 2012, 1 p., p. 765-765
In: Journal of Consumer Research, Vol. 39, No. 3, 2012, p. 644-661
In: Journal of Consumer Research, Vol. 39, No. 1, 2011, p. 93-110
Eating in the Face of Death
Maillots rétro: qui veut gagner des millions?
Governments can learn from consumer psychology when it comes to public health messaging
- Editorial Review Board, Journal of Consumer Psychology (2018 - )
- 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)