Selin A. Malkoc

FCOB Distinguished Professor
Professor of Marketing
Professor of Psychology (by courtesy)

Marketing & Logistics


Selin A. Malkoc received her Ph.D. in marketing from the University of North Carolina, Chapel Hill. Prior to joining Fisher College of Business, she was a faculty member at the Carslon School of Business, University of Minnesota, as well as at the Olin School of Business, Washington University in St. Louis.

Dr. Malkoc’s research focuses on the area of consumer behavior, with an emphasis on intertemporal matters. Specifically, her research examines how consumers make decisions where the outcomes are spread over time, as well as how they perceive and consume their time. She has explored why consumers might show impatience despite their best intentions and proposed several mechanisms that can help consumers make better decisions for themselves. Dr. Malkoc also studies how consumers can best allocate their time between work and leisure to maximize their short and long term happiness. Her work has important implications to consumer well-being, as well as long term consumer satisfaction.  

Dr. Malkoc’s research appeared the Journal of Consumer ResearchJournal of Marketing Research, Psychological Science, Organizational Behavior and Human Decision Making Processes, Journal of Consumer Psychology, Journal of the Association of Consumer Research, in addition to other prestigious psychology and decision making outlets.

Dr. Malkoc is currently editing a special issue on "Pandemic Transformed Economy" for the Journal of the Association of Consumer Research. She is an associate editor for the International Journal of Research in Marketing and serves on the Editorial Review Boards of the Journal of Consumer Research and Journal of Consumer Psychology

Dr. Malkoc is the recipient of the prestigious Paul E. Green Award (awarded to the best paper published at the Journal of Marketing Research), and the William F. O’Dell Award (awarded to the paper published at Journal of Marketing Research that has made the most significant long term contribution to marketing theory, methodology and/or practice). Her research has also won the Citation of Excellence Award.  

Dr. Malkoc’s research has appeared in numerous national and international media outlets, including Wall Street Journal, New York Times, BBC, Huffington Post, TIME Magazine, OZY, Medium, The Today Show, and Fox News.

Dr. Malkoc’s TedX Talk

Dr. Malkoc’s Google Scholar Page

Areas of Expertise

  • Consumer Behavior


Ph.D., University of North Carolina, Chapel Hill, 2006

B.S., Bilkent University, 2000


Jin, Jianna, Selin A. Malkoc, and Russell H. Fazio, (forthcoming) “For Whom Do Boundaries Become Restrictions? The Role of Political Orientation” Journal of Experimental Psychology: General.

Deng, Xiaoyan, Xiaojing Yang, Yuwei Jiang and Selin A. Malkoc (forthcoming) “Reflection, Resilience, Rebound: Consumer Coping with the Pandemic,” Journal of the Association of Consumer Research

Costello, John and Selin A. Malkoc (2022) “Why Are Donors More Generous with Time than Money? Perceived Control Over Donations Increases Charitable Giving” Journal of Consumer Research, 49(4), 678-696.

Tonietto, Gabriela, Eric VanEpps, Selin A. Malkoc and Sam Maglio (2022) “Time Will Fly During Future Fun (But Drag Until Then)” Journal of Consumer Psychology, 32(3), 475-483(select media: WSJ, BBC, Quartz, The Atlanta Journal-Constitution)  

Kim, Junha, Selin A. Malkoc and Joseph K. Goodman (2022) “The Upgrade Pricing Effect: Just-below Pricing Discourages Consumers to Upgrade,” Journal of Consumer Research, 48(6), 1096-1112. (select media: Science Daily)

Tonietto, Gabriella, Selin A. Malkoc, Rebecca Reczek and Mike Norton (2021) “Viewing Leisure as Wasteful Undermines Enjoyment,” Journal of Experimental Social Psychology, 97, 104198. (select media: BBCVice, Chicago Sun Times, Fast Company)

Goodman, Joseph K.*, Selin A. Malkoc* and Mosi Rosenboim (2019) “The Material-Experiential Asymmetry in Discounting: When Experiential Purchases Lead to More Impatience,” Journal of Consumer Research, 46(4), 671-688.

Tonietto, Gabriela, Selin A. Malkoc and Steve Nowlis (2019) “When an Hour Feels Shorter: Future Boundary Tasks Contract the Perception and Consumption of Time,” Journal of Consumer Research, 45(5), 1085-1102. (select media: CNN, NBC News, The Atlantic, BBC, Inc.MediumHuffington Post

Malkoc, Selin A., and Gal Zauberman (2019) “Psychological Analysis of Consumer Intertemporal Decisions,” Consumer Psychology Review, 2, 97-113.

Malkoc, Selin and Gabriela N. Tonietto (2019) “Activity versus Outcome Maximization in Time Management,” Current Opinion in Psychology, 26, 49-53..

Nelson, Noelle, Selin A. Malkoc and Baba Shiv (2018) “Emotional Brain Knows Best: Domain Specific Effects of Emotional versus Cognitive Regret,” Journal of Behavioral Decision Making, 31(1), 40-51. (select media: ForbesFast Company, Medium)

Goodman, Joseph K.*, Selin A. Malkoc* and Brittney D. Stephenson (2016) “Celebrate or Commemorate? A Material Purchase Advantage When Honoring Special Life Events,” Journal of the Association of Consumer Research, 1(4), 497-508. (select media: Time, Market Watch)

Tonietto Gabriela and Selin A. Malkoc (2016) “Calendar Mindset: How Scheduling Takes the Fun and Puts the Work in,” Journal of Marketing Research, 53(6), 922-936. (select media: NYTWSJ, Huffington Post, Washington PostTimeInc.

Malkoc, Selin A., William Hedgcock, and Steve Hoeffler (2013) “Between a Rock and a Hard Place: The Failure of the Attraction Effect Among Unattractive Alternatives,” Journal of Consumer Psychology 23(3), 317-329.

Goodman, Joseph K.*, and Selin A. Malkoc* (2012) “Choosing for Here and Now vs. There and Later: The Moderating Role of Construal on Assortment Size Preferences.” Journal of Consumer Research, 39(4), 751-768.

Malkoc, Selin A., Gal Zauberman, and James R. Bettman (2010). “Unstuck from the Concrete! Carryover Effect of Abstract Mindsets in Intertemporal Preferences.” Organizational Behavior and Human Decision Processes, 113(2), 112-126.

Zauberman, Gal, B. Kyu Kim, Selin A. Malkoc and James R. Bettman (2009). “Discounting Time and Time Discounting: Subjective Time Perception and Intertemporal Preferences.” Journal of Marketing Research, 46(4), 543-556.

Ratner, Rebecca K, Dilip Soman, Gal Zauberman, Dan Ariely, Ziv Carmon, Punam A. Keller, B. Kyu Kim, Fern Lin, Selin Malkoc, Deborah A. Small, and Klaus Wertenbroch (2008), “How Behavioral Decision Research can Enhance Consumer Welfare: From Freedom of Choice to Paternalistic Intervention,” Marketing Letters, 19, 383-397

Malkoc, Selin A. and Gal Zauberman (2006) “Deferring versus Expediting Consumption: The Effect of Outcome Concreteness on Sensitivity to Time Horizon.” Journal of Marketing Research, 43(4), 618-627.

Malkoc, Selin A., Gal Zauberman, and Canan Ulu (2005). “Consuming Now or Later? The Interactive Effect of Timing and Attribute Alignability.” Psychological Science, 16(5), 411-417.


BUSML 7211 - Consumer Psychology
Course delves into consumer psych, and the means by which consumer behavior can be influenced or altered. Course will explore the psychological underpinnings of consumer information processing, attitude formation and persuasion, learning and memory. Prereq: 6250 or MBA 6252 or 6253.
BUSML 4998 - Undergraduate Research in Marketing & Logistics
Undergraduate Research in Marketing & Logistics for non-honors students. Prereq: BusAdm 2291 or 499, and Jr standing, and permission of instructor. Repeatable to a maximum of 12 cr hrs or 4 completions. This course is progress graded.
BUSML 4202 - Marketing Research
Course examines the role of marketing research in the formulation and solution of marketing problems. Emphasis is placed on problem formulation, research design, data collection methods (instruments, sampling, operations) and analysis techniques. Prereq: 3250, AcctMIS 2200, 2300, BusOBA 2320, and 2321; and BusMHR 2291 or 2292.
BUSML 8253 - Recent Advancements in Marketing Research
Provide students with exposure to leading marketing scholars and their most current research and give them an opportunity to critically evaluate it. Prereq: Doct standing in BusAdm, or permission of instructor. Repeatable to a maximum of 9 cr hrs or 6 completions.