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Assistant Professor
Department of Marketing

Personal page

Courses previous a.y.

Biographical note

A Master of Science in Management Research obtained from the University of Oxford and a Ph.D. in Marketing from Koc University in Turkey, my research is focused on consumer behavior, with a specific emphasis on the role of regulations and restrictions; role of meaning threats on consumer behavior.

Academic CV

Assistant Professor of Marketing, Bocconi University, Department of Marketing, 2013 - 

Visiting Assistant Professor, Tuck School of Business, Dartmouth College, 2017 - 

Ph.D., Marketing, Koç University, Graduate School of Business, 2013

Visiting Scholar, Stanford University, Graduate School of Business, 2010-2011

M.Sc., Management Research, University of Oxford, Said Business School, 2004

B.A., Business Administration, Koç University, 2003


Research areas

  • Regulations and Restrictions
  • Meaning Threats
  • Self-Control 
  • Authenticity Perceptions and Experiences



Merdin-Uygur, Ezgi, Gülen Sarial-Abi, Zeynep Gürhan-Canli, Ozlem Hesapci (forthcoming), “How Does Self-Concept Clarity Influence Happiness in Experiential Settings? The Role of Strangers versus Friends,” Self and Identity.

Gürhan-Canli, Zeynep, Gülen Sarial-Abi, and Ceren Hayran (2018), “Consumers and Brands Across the Globe: Research Synthesis and New Directions,” Journal of International Marketing, 26(1), 96-117.

Gürhan-Canli, Zeynep, Gülen Sarial-Abi, and Ceren Hayran (2018), “Multiple Shades of Culture: Insights from Experimental Consumer Research,” in The Routledge Companion to Consumer Behavior, edited by Tina M. Lowrey and Michael R. Solomon, Taylor & Francis, 473–488.

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.

Gürhan-Canli, Zeynep, Ceren Hayran, and Gülen Sarial-Abi (2017), “Culture and Branding,” in Cross-Cultural Issues in Consumer Science and Consumer Psychology, edited by Hester van Herk and Carlos J. Torelli, Springer, 129-147.


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.

Sarial-Abi, Gülen and Zeynep Gürhan-Canli (2016), “The Type of Regulatory Restrictions Influences Consumer Responses: The Role of Perceived Autonomy,” Journal of the Association for Consumer Research, 1(3), 411-421.

Gürhan-Canli, Zeynep, Ceren Hayran, and Gülen Sarial-Abi (2016), “Customer-based Brand Equity in a Technologically Fast-Paced, Connected, and Constrained Environment, Academy of Marketing Science Review, 6(1), 23-32.

Gürhan-Canli, Zeynep and Gülen Sarial-Abi (2015), “Culture and Brand Relationships" In Handbook of Culture and Consumer Behavior, edited by Sharon Ng and Angela Y. Lee, Oxford University Press, 254-273.

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.