Caglar  Irmak

Caglar Irmak

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, Thomas Kramer, and Sankar Sen (2016), “Choice Under Incomplete Information on Incumbents: Why Consumers with Stronger Preferences Are More Likely to Abandon Their Prior Choices,” Journal of Consumer Psychology, forthcoming.  

    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.  

    Promothesh Chatterjee, Caglar Irmak, and Randall Rose (2013), “Selling as Self-Threat and the Endowment Effect as Self-Enhancement,” Journal of Consumer Research, 40 (October), 460-76.  

    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. Reprinted in JCR’s Research Curations (Spring 2014)  

    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.  

    Thomas Kramer, Caglar Irmak, Lauren Block, and Veronika Ilyuk (2012), “The Effect of a No Pain, No Gain Lay Theory on Product Efficacy Perceptions,” Marketing Letters, 23, 3, 517-29.  

    Stefanie Rosen Robinson, Caglar Irmak, and Satish Jayachandran (2012), “Choice of Cause in CauseRelated 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), 390405. Reprinted in JCR’s Research Curations (Spring 2012)  

    Caglar Irmak, Rebecca Walker Naylor and William O. Bearden (2011), “The Out-Of-Region Bias: Distance Estimations Based-on Geographic Categorization,” Marketing Letters, 22, 2, 181-196.  

    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.  

    Steven P. Schnaars, Gloria J. Thomas, and Caglar Irmak (2008), “Predicting the Emergence of Innovations from Technological Convergence: Lessons from the 20th Century,” Journal of Macromarketing, 28, 2, 157168.  

    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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