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Caglar  Irmak

Caglar Irmak

PhD Program Coordinator and Associate Professor, Marketing

Research Interests

Health-related decision making; Inference making and perception in relation to product preferences, usage and valuation; and corporate social responsibility and prosocial behavior

Featured Publications

  • Caglar Irmak, Mitchel R. Murdock, and Vamsi K. Kanuri (2020), “When Consumption Regulations Backfire: The Role of Political Ideology,” Journal of Marketing Research, forthcoming.

    Michael Tsiros and Caglar Irmak (2020), “Lowering the Minimum Donation Amount Increases Consumer Purchase Likelihood of Products Associated with Cause-Related Marketing Campaigns,” Journal of Marketing Research, forthcoming.

    Noah VanBergen, Caglar Irmak, and Julio Sevilla (2020), “Product Entitativity: How the Presence of Product Replicates Increases Perceived and Actual Product Efficacy,” Journal of Consumer Research, forthcoming.

    Frank May and Caglar Irmak (2018), “The Effects of Rarity on Indulgent Consumption: Non-Impulsives Indulge When Low Frequency Is Salient,” Journal of Consumer Research, 45 (August), 383-402.

    Caglar Irmak, Thomas Kramer, and Sankar Sen (2017), “Choice under Incomplete Information on Incumbents: Why Consumers with Stronger Preferences Are More Likely to Abandon Their Prior Choices,” Journal of Consumer Psychology, 27, 2, 264-269.

    Caglar Irmak, Sankar Sen, and C.B. Bhattacharya (2015), “Consumer Reactions to Business-Nonprofit Alliances: Who Benefits and When?” Marketing Letters, 26, 1, 29-42.

    Frank May and Caglar Irmak (2014), “Licensing Indulgence in the Present by Distorting Memories of Past Behavior,” Journal of Consumer Research, 41 (October), 610-623.

    Caglar Irmak, Cheryl Wakslak and Yaacov Trope (2013), “Selling the Forest, Buying the Trees: the Effect of Construal Level on Seller-Buyer Price Discrepancy,” Journal of Consumer Research, 40 (August), 284-97.

    Joseph Goodman and Caglar Irmak (2013), “Having versus Using: Failure to Estimate Usage Makes Consumers Prefer Multi-Feature Products,” Journal of Marketing Research, 50, 1, 44-54.

    Stefanie Rosen Robinson, Caglar Irmak, and Satish Jayachandran (2012), “Choice of Cause in Cause-Related Marketing,” Journal of Marketing, 76, 4, 126-139.

    Caglar Irmak, Beth Vallen, and Stefanie Rosen Robinson (2011), “The Impact of Food Names on Dieters’ and Non-Dieters’ Food Evaluations and Consumption,” Journal of Consumer Research, 38 (August), 390-405.

    Caglar Irmak, Beth Vallen, and Sankar Sen (2010), “You Like What I Like but I Don’t Like What You Like: The Role of Uniqueness Motivations in Product Preferences,” Journal of Consumer Research, 37 (October), 443-455.

    Caglar Irmak, Lauren G. Block, and Gavan J. Fitzsimons (2005), “The Placebo Effect in Marketing: Sometimes You Just Have to Want It to Work,” Journal of Marketing Research, 42 (November), 406-409.

Teaching and Professional Experience

  • Associate Professor, Marketing, Miami Herbert Business School, 2014 - Present
  • Assistant Professor, Marketing , University of Georgia Terry College of Business, 2013 - 2014
  • Assistant Professor, Marketing, University of South Carolina Moore School of Business, 2007 - 2013


  • Consumer behavior
  • International marketing


  • Ph.D., Business Marketing, Baruch College, City University of New York, 2007
  • MBA, Bilkent University (Ankara, Turkey), 1999
  • B.S., Electrical and Electronics Engineering, Bilkent University (Ankara, Turkey), 1997
Caglar  Irmak


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