Selin Erguncu, PhD

Data Scientist

Published Research

• Erguncu, Selin & Yildirim, Gokhan. (2014). How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets. In: Brand Management in Emerging Markets. IGI Global. Edited by Cheng Lu Wang & Jiaxun He.
• Pauwels, Koen, Erguncu, Selin & Yildirim, Gokhan. (2013). Winning Hearts, Minds and Sales: How Marketing Actions Enter the Purchase Process in Emerging and Mature Markets. International Journal of Research in Marketing.

Research in Progress

• Erguncu, Selin, Harmancioglu, Nükhet & Tellis, Gerrard. Consumers’ Social Media Journey: How Does Online Review Exposure And Engagement Impact New/Repeat Purchase And Brand Switching?. data analysis in progress.
• Erguncu, Selin & Sayman, Serdar. The Hands of The Past: Disentangling Choice and Quantity Loyalty in Consumer Inertia and Examining How Promotional Purchases Affect Them. data analysis in progress.
• Erguncu, Selin, Harmancioglu, Nükhet & Srinivasan, Shuba. Decomposing Competition Effects On Mindset Metrics: Marketing Responsiveness and Sales Conversion. data analysis completed, writing in progress.
• Erguncu, Selin. The Thin Lines Between ‘Helping’, ‘Criticizing’ And ‘Complaining’: A Hidden Markov Model Of Motivational Dynamics In Consumer-Generated Content Creation. data analysis in progress.
• Erguncu, Selin. The Power Of Habits On Posting Behaviors: Exploring The Evolution Of Habitual Posting Behaviors With The Feedback From Others. data analysis in progress.
• Erguncu, Selin. We Like One, But Buy Two: How Anticipated Regret of a Possible Dissatisfaction Affects Choice Decisions. data collection in progress.
• Erguncu, Selin & Sayman, Serdar. Attraction Effect on Brand Attitudes. data analysis completed, writing in progress.
• Erguncu, Selin & Harmancioglu, Nükhet. Mind-share or Heart-share: Competing in the Purchase Funnel. data analysis completed, writing in progress.
• Erguncu, Selin & Sayman, Serdar. Asymmetric Effects On “Perceived Value Of Deals”: Interaction of Deal Framing And Product Category. data collection in progress.

Dissertation

• Essays on Negativity Bias in Decision Making: The Role of Complementary Values in Attribute Framing Effects
  • Essay 1: Inference in Attribute Framing Effects: How Co-activation of Positive and Negative Associations Hurts Evaluations
  • Essay 2: The Role of Attribute Values on Attribute Framing Effects: Number Distortion
  • Essay 3: Valence-Incongruity in Attribute Framing Effects: The Role of Inherent Valence Implied by Attribute Values
  • Essay 4: Generalizing Attribute Framing Effects to Non-Complementary Attributes