Research
Aylin’s research focuses on consumer behavior, responsible marketing, and consumer well-being. She studies how consumers respond to marketplace signals such as pricing, promotions, branding, and communication strategies, particularly in contexts involving food consumption, sustainability, and identity.
Her research is organized around three interconnected themes:
- food marketing, food waste, and healthy consumption;
- sustainable and circular consumption;
- marketplace inclusion, consumer identity, and stigma.
Industry: Food and retail, FMCG, branding and advertising, consumer goods.
Sector: Retail, consumer goods, sustainability, public health.
Application Domain: Consumer insights, pricing and promotions, responsible marketing, behavior change, inclusive marketing.
Her work uses a multi-method approach combining experiments, field studies, secondary data, meta-analysis, and qualitative methods. She actively collaborates with companies and societal organizations on research with both academic and practical relevance.
Her research has been supported by competitive national and international funding, including a prestigious NWO VENI grant examining the impact of retailer price promotions on household food waste.
Research Interests:
- Consumer behavior
- Responsible marketing
- Consumer well-being
- Food marketing and health
- Food waste and sustainable consumption
- Circular consumption
- Pricing and promotions
- Marketplace inclusion and stigma
- Consumer identity
- Behavioral decision making
