Du, G., Millet, K., Aydinli, A. and Argo, J. (2025). Disrespectful Promotions: The Negative Impact of Price Promotions on Products Symbolically Linked to Stigmatized Identities Journal of Marketing Research, 62(4):624--644.
Aylin Aydinli
University
Vrije Universiteit Amsterdam
E-mail
Research field
Marketing
Interests
Consumer Behavior, Marketing, Retailing
Website
Biography
Aylin Aydinli is Associate Professor of Marketing and Program Director of the MSc Marketing at Vrije Universiteit Amsterdam. Her research examines how marketing strategies and market design shape consumer decision-making in domains related to sustainability, health, and social inclusion.
Her work focuses on three interrelated areas. First, she studies how informational interventions, such as nutrition labels and claims, affect food choice and consumption. Second, she investigates how pricing, promotions, and sustainability cues influence post-purchase behaviors, including food waste, resource use, and participation in circular markets. Third, she examines how marketplace signals shape the experiences of marginalized consumers, identifying when inclusion efforts are perceived as authentic and when they generate backlash.
Methodologically, she combines experiments, field studies, and meta-analyses, and collaborates with companies and public organizations to enhance the practical relevance of her research.
She has received competitive research funding, including the NWO VENI grant, and her research has been recognized with the 2025 AMA-EBSCO-RRBM Award for Responsible Research in Marketing. Her research is published in leading journals such as the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, and Journal of Retailing.
Aylin earned her PhD in Marketing from London Business School and was a visiting scholar at Columbia Business School.
Key publications
\van Lin\, A., Aydinli, A., Bertini, M., \Van Herpen\, E. and \Von Schuckmann\, J. (2023). Does Cash Really Mean Trash? An Empirical Investigation into the Effect of Retailer Price Promotions on Household Food Waste Journal of Consumer Research, 50(4):663--682.
Ikonen, I., Sotgiu, F., Aydinli, A. and Verlegh, \PeeterW.J.\ (2020). Consumer effects of front-of-package nutrition labeling: an interdisciplinary meta-analysis Journal of the Academy of Marketing Science, 48(3):360--383.
Aydinli, A., Gu, Y. and \Tuan Pham\, M. (2017). An Experience-Utility Explanation of the Preference for Larger Assortments International Journal of Research in Marketing, 34(3):746--760.
Aydinli, A., Bertini, M. and Lambrecht, A. (2014). Price Promotion for Emotional Impact Journal of Marketing, 78(July):80--96.
Publications
Du, G., Millet, K., Aydinli, A. and Argo, J. (2025). Disrespectful Promotions: The Negative Impact of Price Promotions on Products Symbolically Linked to Stigmatized Identities Journal of Marketing Research, 62(4):624--644.
Bertini, M., Aparicio, D. and Aydinli, A. (2024). Can Friction Improve Your Customers’ Experiences? MIT Sloan Management Review, 65(2):42--47.
\van Lin\, A., Aydinli, A., Bertini, M., \Van Herpen\, E. and \Von Schuckmann\, J. (2023). Does Cash Really Mean Trash? An Empirical Investigation into the Effect of Retailer Price Promotions on Household Food Waste Journal of Consumer Research, 50(4):663--682.
Ikonen, I., Sotgiu, F., Aydinli, A. and Verlegh, \PeeterW.J.\ (2020). Consumer effects of front-of-package nutrition labeling: an interdisciplinary meta-analysis Journal of the Academy of Marketing Science, 48(3):360--383.
Aydinli, A., Gu, Y. and \Tuan Pham\, M. (2017). An Experience-Utility Explanation of the Preference for Larger Assortments International Journal of Research in Marketing, 34(3):746--760.
Aydinli, A., Bertini, M. and Lambrecht, A. (2014). Price Promotion for Emotional Impact Journal of Marketing, 78(July):80--96.