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Eda Sayin


Eda Sayin



Eda Sayin’s research interests fall under branding and sensory marketing. Her research on branding examines unintuitive reactions of highly connected consumers toward strong brands. Within sensory marketing, she focuses on the effect of odors, sounds and imagery on consumer perceptions.

Eda has published her work at the Journal of Consumer Research and Review of Marketing Research. Her work is cited at academic journals such as Journal of Consumer Psychology and Food Quality and Preference and media such as Chicago Tribune, Vancouver Sun, Science Daily and etc.

She has presented her research at the ACR, EMAC, and SCP 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.


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

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

• M.B.A. Bilgi University (Turkey)

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

Academic Experience

• 2015 - Present: Assistant Professor of Marketing, IE Business School (Madrid)

• 2014: Instructor, Koç University (Turkey)

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

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

Professional Experience

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

Latest Publications

 Aydinoglu, N. & Sayin, E. (2016). “Sensory and Neuromarketing: About and Beyond Customer Sensation” In Patrick Etievant, Elisabeth Guichard, Christian Salles & Andre Voilley. Flavor: From Food to Behaviors, Wellbeing and Health. Woodhead Publishing

• Sayin, E. & Gürhan-Canli, Z. (2015). “Feeling Attached to Symbolic Brands within the Context of Brand Transgressions”. Review of Marketing Research, Vol. 12: 237-259

• Krishna, A., Morrin, M. & Sayin, E. (2014). “Smellizing Cookies and Salivating: A Focus on Olfactory Imagery”. Journal of Consumer Research, Vol. 41(1): 18-34