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Aylin Aydinli is Associate Professor of Marketing at Vrije Universiteit Amsterdam since September 2014. Her research focuses on the role of emotions in consumer decision making, consumer responses to pricing and price promotions, and influencing food choices and consumption. She is awarded the prestigious VENI grant from Netherlands Organization for Scientific Research (NWO) in 2019 for her research on the impact of retailer price promotions on household food waste. She has published in Journal of Marketing, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and PLOS One. Aylin holds a PhD in Marketing (2014) from London Business School. In 2011, she was a visiting scholar at Columbia Business School and a member of its Research in Emotion and Decision Lab. She received her B.A. in Economics from Bogazici University, Turkey and M.A. in International Trade and Investment Policy from George Washington University, USA. 


•Pricing and price promotions

•Food decision making

•Role of affect in consumer psychology

•Marketing and public policy


  •  Aydinli, Aylin, Lien Lamey, Kobe Millet, Anne ter Braak, and Maya Vuegen (2020), “How do Customers Alter Their Shopping Basket Composition When They Perceive the Retail Store to Be Crowded: An Empirical Study,” Journal of Retailing 
  • Bertini, Marco and Aylin Aydinli (2020), "Consumer Reactance to Promotional Favors," Journal of Retailing
  • Ikonen, Iina, Francesca Sotgiu, Aylin Aydinli, and Peeter Verlegh (2019), “Consumer Effects of Front-of-Package Nutrition Labeling: An Interdisciplinary Meta-Analysis,” Journal of the Academy of Marketing Science
  • Millet, Kobe and Aylin Aydinli (2019), “Cognitive reflection, 2D:4D and social value orientation,” PLOS ONE, 14 (2)
  • Aydinli, Aylin, Yangjie Gu, and Michel Tuan Pham (2017), “An Experience Utility Explanation of the Preference for Larger Assortments,” International Journal of Research in Marketing, 34 (3)
  • Aydinli, Aylin, Marco Bertini, and Anja Lambrecht (2014), “Price Promotion for Emotional Impact,” Journal of Marketing, 78 (4)

 Selected Research Under Review:

  •  "The Bad Taste of Healthy Food Discounts," with Iina Ikonen and Peeter Verlegh, Revision requested at International Journal of Research in Marketing 
  • “Does Cash Really Mean Trash? An Empirical Investigation into the Effect of Retailer Price Promotions on Household Food Waste,” with Arjen van Lin, Marco Bertini, Erica van Herpen, and Julia von Schuckmann van Lin, Arjen and Aydinli, Aylin and Bertini, Marco and van Herpen, Erica and von Schuckmann, Julia, Does Cash Really Mean Trash? An Empirical Investigation Into the Effect of Retailer Price Promotions on Household Food Waste, Revision requested at the Journal of Marketing (Available at SSRN: https://ssrn.com/abstract=3653259 or http://dx.doi.org/10.2139/ssrn.3653259 & as a Marketing Science Institute Working Paper, December 2020)



Prizes and Awards

•Amsterdam Business Research Institute Best Faculty Paper Award (3rd prize), 2014

•AMA-Sheth Doctoral Consortium Fellow, Michigan University, 2013

•PhD Program Financial Award, London Business School, 2008-2012


•VENI Grant (€250,000) to fund three-year research program, Netherlands Organization for Scientific Research (NWO)2019

•Research and Materials Development Fund, London Business School, 2012, 2013

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