Aylin Aydinli is an Associate Professor of Marketing at Vrije Universiteit Amsterdam. Before joining Vrije Universiteit, Dr. Aydinli earned her PhD in marketing at London Business School and gained professional experience in lobbying at the U.S. Capitol Hill and strategic marketing at BMW. She served as a visiting scholar at Columbia Business School and was a member of its Research in Emotion and Decision Lab. Aylin is Program Director for MSc Marketing at VU Amsterdam. She has also co-chaired EACR Amsterdam 2023 conference.

In 2019, she received the prestigious VENI grant from Netherlands Organization for Scientific Research (NWO) for her research on the impact of retailer price promotions on household food waste.

You can download Aylin's CV (here)

Her research focuses on consumer behavior, particularly how consumers’ emotions and social identities influence their decision-making in the context of food consumption, pricing, and sustainability (both environmental and social). Her work aims to advance marketing as a force for good by addressing pressing societal challenges such as food waste, healthy food choices, and inclusive marketplace experiences for marginalized consumer groups. 

Her research has been published in top academic journals, including Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, and Journal of Retailing, and Appetite.

Research interests:

• Consumer behavior
• Pricing and price promotions
• Food decision making and sustainability
• Social marketing

• Winner of the 2025 AMA-EBSCO-RRBM Award for Responsible Research in Marketing
• Finalist for the AMS Sheth Foundation Best Paper Award (2021)
• Amsterdam Business Research Institute Best Faculty Paper Award (2014)
• AMA-Sheth Doctoral Consortium Fellow, Michigan University (2013)
• PhD Program Financial Award, London Business School (2008-2012)

• 2023: Stimuleringsbeurs (Incentive Grant), VU SBE, (€ 240,000)
• 2021: Transformative Consumer Research Grant
• 2019: VENI Grant (€250,000) to fund three-year research program, Netherlands Organization for Scientific Research (NWO)
• 2012-2013: Research and Materials Development Fund, London Business School

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