I received my PhD in Marketing from University of Wisconsin-Madison with minors in Sociology and Cultural Anthropology. I also hold a MBA degree from Middle East Technical University and a BSc in Management from Bilkent University. My current research explores two separate streams: 1) Taste and its shaping of markets, products, everyday practices, and social boundaries; 2) The intersection of technology and markets and its implications for society.

I am an Associate Editor at the Journal of Consumer Research and serve in the editorial Board of Journal of Marketing, Journal of Marketing Management, and Recherche et Applications en Marketing.

I was the 2011 recipient of Petro Canada Young Innovator Award in the Strategic Research Cluster “The Person and Society,” 2012 Sidney J. Levy Award, and Outstanding Reviewer Award for Journal of Consumer Research, in 2014 and then 2017.

My work has been funded by Social Sciences and Humanities Research Council of Canada, Fonds Québécois de la Recherche sur la Société et la Culture, Association for Consumer Research, Marketing Science Institute, and was featured in Wall Street Journal, Globe and Mail, WIRED, Psychology Today, Vice, Harper’s Magazine, Montreal Gazette, L’Actualite, Vancouver Sun, Ottawa Citizen, Calgary Herald, The Star Phoenix, Canada.com, Le Devoir, La Presse, Miller Mc-Cune, Wisconsin Public Radio, CBC Radio, Profit Magazine, Flavorwire, Isthmus Magazine, Yahoo News, LiveScience and numerous blogs.