Tulin Erdem profile photo

Tülin Erdem

  • Leonard N. Stern Professor of Business
  • Professor of Marketing
  • MSI Executive Director, 2024-2026

Joined Stern 2006

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te17@stern.nyu.edu

Leonard N. Stern School of Business

Tisch Hall

40 West Fourth Street, 906

New York, NY 10012

About Tülin Erdem

Tülin 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, Tülin 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).

Tülin Erdem also served as the President of INFORMS Marketing Society (ISMS). She is an ISMS fellow and an MSI Academic Fellow.

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

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  • Marketing
  • Advertising and Pricing
  • Branding, Brand Equity and Brand Management
  • Econometric Modeling
  • Individual Decision-Making & Choice
  • Marketing Science Models of Consumer Behavior
  • Marketing
    • Advertising/Marketing/PR Strategies
    • Brand Reputation Management
    • Consumer Psychology/Behavior
    • Digital Marketing/Advertising
    • International Marketing
    • Market Research
    • Pricing
    • Promotions
    • Trademarks

  • 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

  • $40,000, TENT Foundation Grant (2021)

  • MSI (Marketing Science Institute) Inaugural Academic Fellow (2020)

  • ISMS (INFORMS Marketing Society) Fellow (2018)

  • Finalist, ISMS Long-Term Impact Paper Award (2018)

  • Outstanding Achievement Award, The Society of Foreign Consuls in NY (2018)

  • $40,000, TENT Foundation Grant (2018)

  • Finalist, John D.C. Little Best Paper Award (2008)

  • Outstanding Reviewer Award, Journal of Marketing (2007)

  • Finalist, William O'Dell Best Paper Award (2003)

  • $178,000.00, National Science Foundation (NSF) grant, SBR-9812067 (1998)

  • Finalist, Paul Green Best Paper Award (1998)

  • Winner, John D.C. Little Best Paper Award (1996)

  • Winner, Frank M. Bass Best Dissertation Paper Award (1996)

  • $100,000.00, National Science Foundation (NSF) grant SBR-9511280 (1995)

  • Co-winner, AMA John A. Howard Doctoral Dissertation Award (1993)

  • Gold Medal of the Governor General of Canada, awarded for academic excellence at the graduate level (1993)

  • Raluca Ursu, Zhang, Qianyun Poppy and Tülin Erdem (2023)

    “Prior Information and Search Costs: Evidence from Eye-Tracking.”

    Forthcoming in Management Science.

  • Ana Martinovici, Pieters, Rik and Tülin Erdem (2023)

    “Attention and Utility Accumulation: An Eye-Movement Analysis of Brand Choice.”

    Journal of Marketing Research

  • 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.

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