Güliz Ger

Güliz Ger

Professor,Director of the Center for Research in Transitional Societies

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Academic Specialization



Has been at Bilkent since 1986. Has her PhD (1985) in Marketing from Northwestern University, MBA (1977) from Middle East Technical University, and BS (cum Laude) (1974) in Psychology from University of Illinois. Has been a Visiting Professor at at UNISINOS (Brazil), University College London (UK), University of Sydney (Australia),CEIBS (China), Columbia University (USA),INSEAD (France), Southern Denmark University, and elsewhere. Was a former president of the International Society for Marketing and Development and is a member of its Board of Directors. Serves as an Associate Editor of the Journal of Consumer Research and on the editorial boards of various journals. Her research has been published in the Journal of Consumer Research, California Management Review, Journal of Economic Psychology, Journal of Consumer Policy, Journal of Public Policy and Marketing, Journal of Material Culture, Journal of European Ethnology,Marketing Theory and in various edited volumes.

Research interests

Sociocultural dimensions of consumption and markets, particularly in transitional societies/groups, and the related issues of globalization, modernity, and social change. Her current projects include the acculturation in home furnishings of rural-to-urban

Selected publications

Figueiredo,B., Chelekis, J., DeBerry-Spence, B.,Ger,G.,et al. (2015).Developing Markets?Understanding the Role of Markets and Development at the Intersection of Macromarketing and Transformative Consumer Research. Journal of Macromarketing, 35(2), 257-271.

Ger, G. and Kuruoglu Alev,P.(2015). An emotional economy of mundane objects. Consumption Markets and Culture,18(3), 209-238.

Ger, G.(2014). Materialism and Consumer Culture: Questioning What Matters in Life, 3rd volume of 10 volumes of Russell Belk, Sage Legends in Consumer Behavior, New Delhi: Sage.

Ger, G. (2014).The Art and Science of Ethnography. International Journal of Market Research, 56 (4), 553-556.

Ger, G. (2014).The Journey from Materialism to Legitimations of Materialism, Consumer Desires, and Consumer Cultures. In Introduction to Volume 3: Russell Belk. Sage Legends in Consumer Behavior, and Interview with Belk. New Delhi: Sage. Xxi-xxiv, 329-331.

Ger, G. (2013). Islamic Marketing at the Nexus of Global Markets-Religions-Politics and Implications for Research.Marketing Theory, 1-7.

Csaba,Fabian F.and  Ger,G.(2013). Patina meets Fashion : On the evaluation and Devaluation of Oriental Carpets in :Brian Moeran and Bo Chritensen (eds) Exploring Creativity :Evaluate Practices in Innovation,Design and the Arts. Cambridge : Cambridge University Press, 260-277.

Ger, G.,  Kravets, O. and Sandıkcı, Ö. (2012). International Marketing at the Interface of the Alluring Global and the Comforting Local in: Marketing Management: A Cultural Perspective, eds: L. Peñaloza, N. Toulouse, L. M. Visconti, London: Routledge, 30-42.

Ger, G. and Sandıkçı, Ö. (2012). Stigma, Identity and Consumption, in: Ayalla A. Ruvio and Russell W. Belk (eds) The Routledge Companion to Identity and Consumption, London/New York: Routledge, 111-118. 

Karababa, E., and Ger, G. (2011). Early modern Ottoman coffeehouse culture and the formation of the consumer subject. Journal of Consumer Research, 37(5), 737-760.

Sandıkcı Ö. and G. Ger, (2011). Islam, Consumption, and Marketing: Going Beyond Essentialist Approaches in: Handbook of Islamic Marketing, eds: Ö. Sandikci and G. Rice, Cheltenham, UK: Edward Elgar Publishing, 484-501.

Sandikci, Ö., and Ger, G. (2010). Veiling in Style: How Does a Stigmatized Practice Become Fashionable?. Journal of Consumer Research, 37 (1), 15-36.

G. Ger, (2009). Tüketici Araştırmalarında Nitel Yöntemler Kullanmanın İncelikleri ve Zorlukları. Tüketici ve Tüketim Araştırmaları Dergisi, 1 (1), 1-19.

Ger, G. and Kravets,O. (2009). Special and Ordinary Times: Tea in Motion in: Time, consumption and everyday life, E. Shove, F. Trentmann, and R. Wilk, eds., Oxford: Berg, 189-202.

Sandıkcı, Ö., and Ger, G. (2007). Constructing and Representing the Tesettürlü Consumer: Transformations of the Fashion Market in Turkey . Fashion Theory, 11 (2-3), 189-210.

Sandıkcı, Ö. and G. Ger, (2006). Doing Research on Sensitive Topics: Studying Covered Turkish Women in: R. W. Belk (ed), Handbook of Qualitative Research Methods in Marketing, Cheltenham, UK: Edward Elgar Publishing, 509-520.

Kjeldgaard, D., F. F. Csaba, and G. Ger, (2006). Grasping the Global: Multi-sited Ethnographic Market Studies in: R. W. Belk (ed), Handbook of Qualitative Research Methods in Marketing, Cheltenham, UK: Edward Elgar Publishing, 521-533.

Sandıkcı, Ö. and Ger,G. (2005). Aesthetics, Ethics and the Politics of the Turkish Headscarf in: Suzanne Kuechler and Daniel Miller (eds.), Clothing as Material Culture, Oxford: Berg, 61-82.

Ger,G.(2005). Warming: Making the New Familiar and Moral.  Ethnologia Europea: Journal of European Ethnology, 35(1-2), 19-22 .

Ger, G., and Yenicioğlu, B. (2004). Clean and Dirty: Playing with Boundaries of Consumer's Safe Havens. Advances in Consumer Research, 462-467.

Belk, R., Ger, G., and Askegaard, S. (2003). The Fire of Desire: A Multi-sited Inquiry into Consumer Passion. Journal of Consumer Research, 30, 326-351.

Ger, G. (2003). Delights and Discontents of Shopping in: Rebecca Garrett, Deborah Root and Dot Tuer (eds.), Public 27: Shop, Toronto: Public Access, 14-27.

Venkatesh,A., Karababa, E., and Ger, G. (2002). The Emergence of the Posthuman Consumer and the Fusion of the Virtual and the Real. Advances in Consumer Research, 29,  446-452. 

Sandıkcı, Ö., and Ger, G. (2002). In-Between Modernities and Postmodernities: Theorizing Turkish Consumptionscape. Advances in Consumer Research, 29, 465-470.

Sandıkcı, Ö., and Ger, G. (2001). Fundamental Fashions: The Cultural Politics of the Turban and the Levi's. Advances in Consumer Research, 28, 146-150.

Ger, G., and Csaba, F. F. (2000). Flying Carpets: The Production and Consumption of Tradition and Mystique. Advances in Consumer Research, 27, 132-137.

Üstüner, T., Ger, G., and Holt, D. (2000). Consuming Ritual: Reframing the Turkish Henna-Night Ceremony. Advances in Consumer Research, 27, 209-214.

Ger, G., Askegaard, S., and Christensen, A. (1999). Experiential Nature of Product-Place Images: Image as a Narrative. Advances in Consumer Research, 26, 165-169.

Ger, G. (1999). Experiential Meanings of Consumption and Sustainability in Turkey. Advances in Consumer Research, 26, 276-280.

Ger, G. (1999). Localizing in the Global Village: Local Firms Competing in Global Markets. California Management Review, 41(4), 64-83.

Ger, G., and Belk, R. W. (1999). Accounting for Materialism in four Cultures . Journal of Material Culture, 4(2),  183-204.

Ger, G., and Østergaard, P. (1998). Constructing Immigrant Identities in Consumption: Appearance Among the Turko-Danes. Advances in Consumer Research, 25, 48-52.

Askegaard, S., and Ger, G. (1998). Product-Country Images: Towards a Contextualized Approach. European Advances in Consumer Research, III, 50-58.

Ger, G. (1997). Human Development and Humane Consumption: Well-Being Beyond the Good Life. Journal of Public Policy and Marketing, 16(1), 110-125.

Ger, G., and Belk, R. W. (1996). I'd Like to Buy the World a Coke: Consumptionscapes of the . Journal of Consumer Policy, 23, 271-304.

Ger, G., and Belk, R. W. (1996). Cross-Cultural Differences in Materialism. Journal of Economic Psychology, 17(1),  55-77.