Gülden Ülkümen

Pioneering solutions for emerging issues in consumer financial decision making, Gülden Ülkümen serves as an Associate Professor of Marketing at the USC Marshall School of Business. Her research delves into the intricate dynamics of how uncertainty influences decision making, with a particular focus on consumer financial behaviors. Through her insightful investigations, she has significantly contributed to the understanding of how individuals navigate financial decisions amidst uncertainty. Professor Ülkümen's scholarly contributions have been recognized with several prestigious awards, including the INFORMS Decision Analysis Society's Best Publication Award. Her distinction as a Marketing Science Institute (MSI) Young Scholar further underscores her impact in the field. Her research findings have been widely disseminated through publications in leading academic journals, enhancing the academic discourse on consumer decision making. In addition to her research endeavors, Professor Ülkümen is deeply committed to education. She has taught MBA Core Marketing and Consumer Behavior courses, where she integrates her research insights into the curriculum, providing students with a robust understanding of marketing principles and consumer psychology. Her teaching approach is characterized by a blend of theoretical knowledge and practical application, preparing students to tackle real-world marketing challenges. Professor Ülkümen's dedication to advancing the field of marketing and her passion for teaching make her a valuable asset to the USC Marshall School of Business. Her work continues to inspire both her students and peers, driving forward the conversation on how uncertainty shapes consumer financial decisions.