PhD Program 40th Anniversary Alumni Profile: Meet Tulin Erdem, ‘93

In celebration of the Alberta School of Business PhD Program’s 40th anniversary, we reconnected with alumna Tulin Erdem, who graduated in 1993 and has since made significant contributions to the fields of marketing and behavioral economics. Erdem currently holds the prestigious Leonard N. Stern Professor of Business position at NYU, following her earlier role at the University of California, Berkeley, Haas School of Business, where she served as the Associate Dean of Research and PhD program director.

Throughout her career, Erdem has taken on leadership roles, including editor-in-chief of the Journal of Marketing Research and president of the INFORMS Society for Marketing Science, where she was named a fellow. She currently leads as Executive Director of the Marketing Science Institute (MSI).

Here, Erdem takes the time to reflect on the PhD program and the exceptional mentorship and resources that shaped her research path. She also shares her experiences collaborating with Nobel laureates and working on impactful societal issues, illustrating the lasting legacy of the Alberta School of Business in her remarkable journey.

What motivated you to pursue a PhD at the Alberta School of Business?

I was interested in choice modeling and individual decision-making. The Alberta School of Business had strong scholars in that area and great resources to support PhD students. 

Can you describe a moment or project during your PhD that had a lasting impact on you?

My advisor Jordan Louviere had organized, now famous, the first Invitational Choice Symposium in Banff, Alberta, and he assigned me to a workshop to help the workshop chair  Daniel McFadden, who later received the Nobel Prize in Economics. In that workshop, I not only met Dan — who became a colleague of mine at Berkeley, which I joined as an assistant professor in 1993 — but I also met Michael Keane, with whom I published several papers. 

What’s the most unusual or surprising place your research has taken you?

I have conducted research on various topics including on brand activism and framing issues in the political arena that may shape attitudes towards immigrants and refugees. Research topics that have broader implications for society and public policy excite me very much. I also do some expert witness work and work with companies like Google, Amazon etc. and organizations such PBS. I’ve worked with government agencies, such as the Federal Trade Commission (FTC) and Consumer Financial Protection Bureau on various topics, including Lanham Act, trademark infringement, IP rights, consumer confusion, and reputational harm, and this is, for me, a surprising place my research has taken me. 

What advice would you give to current or prospective PhD students?

Follow your research interests, stay motivated and enjoy life-long learning. Work hard, recognize the importance of "perseverance" and be a team-player.