Selin A. Malkoc

Associate Professor of Marketing

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 Research, the Journal of Marketing Research, Psychological Science, Organizational Behavior and Human Decision Making Processes, Journal of Consumer Psychology, Journal of the Association of Consumer Research and Marketing Letters. She is on the Editorial Review Board of the Journal of Consumer Research, Journal of Consumer Psychology, and International Journal of Research in Marketing. 

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


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

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

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

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 4201 - Consumer Behavior

    Examines how and why people behave as consumers. Its goals are to provide an understanding of consumer behavior and to provide experience in the application of this knowledge to marketing management and social policy decision making. Prereq: 3250 (650), and AcctMIS 2200 (211), 2300 (212), and BusMGT 2320 (330), 2321 (331); and BusMHR 2291 or 2292 (BusADM 499.01). Not open to students with credit for 750.

  • 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 8250 - Consumer Behavior

    Study of the academic literature on consumer behavior with emphasis on the theoretical and empirical contributions of consumer research. Prereq: Doct standing in BusAdm, or permission of instructor. Repeatable to a maximum of 8 cr hrs.