New Research Fellow: Aylin Aydinli
Aylin Aydinli is Associate Professor of Marketing and Program Director of the MSc Marketing at Vrije Universiteit Amsterdam.
Her research examines how marketing strategies and market design shape consumer decision-making in domains related to sustainability, health, and social inclusion.
Her work focuses on three interrelated areas. First, she studies how informational interventions, such as nutrition labels and claims, affect food choice and consumption. Second, she investigates how pricing, promotions, and sustainability cues influence post-purchase behaviors, including food waste, resource use, and participation in circular markets. Third, she examines how marketplace signals shape the experiences of marginalized consumers, identifying when inclusion efforts are perceived as authentic and when they generate backlash.
Methodologically, she combines experiments, field studies, and meta-analyses, and collaborates with companies and public organizations to enhance the practical relevance of her research.
She has received competitive research funding, including the NWO VENI grant, and her research has been recognized with the 2025 AMA-EBSCO-RRBM Award for Responsible Research in Marketing.
Her research is published in leading journals such as the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, and Journal of Retailing.
Aylin is teaching the Tinbergen Institute Summer School course Marketing Research with Purpose, together with Peeter Verlegh, Professor of Marketing at Vrije Universiteit Amsterdam.