Eda Sayin

Dr. Eda Sayin is an expert in consumer behavior, specifically interested in understanding how different communications and branding tactics influence consumer perceptions and reactions. She examines the effects of actual and imagined sensory cues – type, location and spacing of visuals, movement, changes in sound, smell and texture on consumers' behaviors and tries to provide policy makers recommendations to address public issues such as obesity and food waste. Within branding, she examines unintuitive reactions and emotions of highly attached consumers toward strong brands. 

She has published her work at prestigious journals such as the Journal of Consumer Research, International Journal of Research in Marketing, European Journal of Marketing, Psychology and Marketing, Journal of Cleaner Production and Review of Marketing Research. She has book chapters on typology of brand transgressions and sensory and neuro-marketing. Her work is cited at academic journals and media such as Chicago Tribune, Vancouver Sun, Science Daily etc. 

She has presented her research at multiple international conferences. She was a visiting scholar at the University of Michigan for a year and became a member of the Sensory Marketing Lab. Prior to beginning her doctoral studies, Eda worked in the cosmetics industry as a marketing communications manager.

CORPORATE EXPERIENCE

• Marketing Communications Manager, Avon Cosmetics (Turkey), 1998 - 2008

ACADEMIC EXPERIENCE

• Assistant Professor of Marketing, IE University (Madrid), 2015 - Present

• Instructor, Koç University (Turkey), 2014 

•  Teaching Assistant, University of Michigan (USA), 2011 - 2012

•  Teaching Assistant, Bilgi University (Turkey), 2008 - 2009

Academic background

• Ph.D. in Marketing, Koç University, Graduate School of Business (Turkey), 2009 - 2015

• Visiting Scholar, University of Michigan, Ross Business School (USA), 2011 - 2012

• M.B.A. Bilgi University (Turkey), 2006 - 2008

• B.A. in International Relations and Political Science, Marmara University (Turkey), 1994 - 1998

SELECTED PUBLICATIONS

• Malik, S., Sayin, E., & Jain, K. (2022). The “proximal depiction effect” of indulgent (versus non-indulgent) foods on consumer responses. European Journal of Marketing, (forthcoming)

Malik, S., & Sayin, E. (2022). Hand movement speed in advertising elicits gender stereotypes and consumer responses. Psychology & Marketing, 39(2), 331-345

• Pinto, D. C., Herter, M. M., Gonçalves, D., Sayin, E. (2019). “Can luxury brands be ethical? Reducing the sophistication liability of luxury brands”.  Journal of Cleaner Production, Vol. 233 (1): 1366-1376

• Sayin, E., Krishna, A., Ardelet, C., Briand Decré, G., Goudey, A. (2015). “Sound and Safe: The Effect of Ambient Sound on the Perceived Safety of Public Spaces”. International Journal of Research in Marketing, Vol. 32 (4): 343-353

• Aradhna, K., Morrin, M., Sayin, E. (2014), “Smellizing Cookies and Salivating: A Focus on Olfactory Imagery.” Journal of Consumer Research, June, 41, (June), 18-34