Yeşim Orhun

Associate Professor of Marketing,
Ross School of Business;
Associate Professor,
School of Information;
University of Michigan

For more information, contact:

  • Vildan Altuglu
  • Anna Shakotko
  • Ceren Canal Aruoba

or any member of our senior staff.


    • University of California, Berkeley, Ph.D.
    • University of California, Berkeley, M.A.
    • Koç University, Istanbul, B.A.

Yeşim Orhun is an expert in behavioral economics and quantitative marketing. Professor Orhun’s industry expertise includes consumer packaged goods, retail, consumer health, higher education, and transportation. She served four years on the board of directors for Consumer Reports.

In litigation matters involving alleged misrepresentations in consumer goods, Professor Orhun has analyzed consumer behavior and economic issues pertaining to class certification.

Professor Orhun uses experimental, survey, and econometric methods in her research, which focuses on two main areas. In one research stream, she studies how individuals construct beliefs and preferences, and the two-way relations between information acquisition and consumer choice. In another research stream, Professor Orhun studies product competition, strategic differentiation, and price discrimination. More recently, she has focused on combining these two research streams to examine the unintended consequences of policies and competitive strategies.

Professor Orhun has published articles in leading marketing and economics journals, including the American Economic Review, Journal of Marketing Research, Marketing Science, and Management Science. Her paper on consumer spending and saving practices received the Paul E. Green Award for significant contributions to marketing research, methodology, and/or practice, and was covered by The Atlantic, Business Insider, NPR, and the Washington Post.

Professor Orhun is an associate editor of the Journal of Marketing Research and the International Journal of Market Research and serves on the editorial board of Marketing Science.

At the Ross School of Business, Professor Orhun teaches courses in strategic marketing, marketing management, and causal inference to M.B.A., executive M.B.A., and Ph.D. students. Previously, she served on the faculty of the University of Chicago Booth School of Business, where she taught marketing strategy and behavioral economics to M.B.A. and Ph.D. students. Professor Orhun has been recognized multiple times for excellence in teaching.

Professor Orhun is a fellow in the University of Michigan’s ADVANCE Faculty Fellows Program, in which senior Michigan academics research new approaches to institutional transformation. She is also a Michael R. and Mary Kay Hallman Fellow in the Ross School of Business.