About

Ozge Turut is an Associate Professor and Acting Vice Chair in the Rutgers Business School Marketing Department. She joined Rutgers from Sabanci University, School of Management, and has previously taught at Olin Business School, Washington University in St. Louis. Her research interests include behavioral economics, game theory, new product strategy, and innovation. Her scholarly work has been published in reputable journals such as Management Science, Marketing Science, Journal of Marketing Research, Quantitative Marketing and Economics, and Journal of Economics and Management Strategy. She has also served as a reviewer for several leading journals including Management Science, Marketing Science, Journal of Marketing Research, The Rand Journal of Economics, Journal of Economics, and Journal of Economics and Management Strategy. Dr. Turut holds a bachelor’s degree in Electronics and Electrical Engineering from Bogazici University in Turkey, an MBA from the Tepper School of Business at Carnegie Mellon University, and a DBA from Harvard Business School.

Research topics

• Computer Science
• Business
• Advertising
• Marketing
• Natural Language Processing
• Economics
• Microeconomics
• Industrial organization

Selected publications

• Search vs. site retargeting: A holistic look to retargeting

  Journal of Business Research · 2026-01-24

  articleSenior authorCorresponding
  PublisherDOI

• The power of silent sustainability: Communication strategies for new sustainable products

  Cleaner and Responsible Consumption · 2024-08-28 · 3 citations

  articleOpen access1st authorCorresponding

  Consumers are interested in sustainable products but they exhibit wariness about their efficacy resulting in a reluctance to purchase. Consumers perceive a high level functional risk in utilitarian benefits sustainable alternatives can provide. For that reason, communication strategy is essential for the success of new sustainable products. We analytically investigate the optimal pre-launch communication strategy and specifically, explore the role of third party reviews of new sustainable products. Before launching its new sustainable product, a firm can reach out an expert or an influencer to test it and write an honest review which informs consumers about the green product's quality in the traditional performance dimension. The firm cannot interfere with the content of the review, but can affect the degree of its informativeness by its investment level in pre-launch communication. We find that pre-launch communication is always profitable, but the optimal level of informativeness can be short of full revelation depending on the market conditions. Based on our results, we make suggestions to both firms and policy makers, which will help reduce the green attitude-behavior gap. Then, we investigate how the availability of pre-launch communication via third party testing and reviewing affects firms' sustainability strategy decision. Our analysis reveals that, depending on the market characteristics, the presence of pre-launch communication may encourage firms to be bolder in their sustainability initiatives and engage in high environmental impact strategies without concerning to preserve the conventional functional performance, or conversely, make them more risk averse and pursue mediocre environmental impact strategies with strong caution about the conventional functional performance.

  PublisherDOI

• Targeted reminder advertising: Retailers’ new weapon against cart abandonment

  Journal of Business Research · 2024-05-14 · 4 citations

  articleSenior authorCorresponding
  PublisherDOI

• National brand’s competition with premium private labels: The role of context-dependent preferences

  Journal of Business Research · 2023 · 13 citations

  Senior authorCorresponding
  • Computer Science
  • Business
  • Marketing
  PublisherDOI

• Search vs. Site Retargeting: A Look through the Purchase Funnel

  SSRN Electronic Journal · 2022-01-01

  articleOpen accessSenior author
  PublisherDOI

• National Brand’s Incentive to Offer Premium Private Labels

  Springer proceedings in business and economics · 2022 · 1 citations

  Senior authorCorresponding
  • Business
  • Advertising
  • Marketing
  PublisherDOI

• A one-sentence tweet or a one-hour video? Influencing the Influencer’s Recommendations with Discounts

  SSRN Electronic Journal · 2021 · 10 citations

  • Computer Science
  • Natural Language Processing
  • Advertising
  PublisherDOI

• Rakibi Caydıracak Pazarlama Stratejileri ve Yönetici Teşvik Programları: Bilişsel Hiyerarşi Bazlı Yeni Bakış Açısı

  DOAJ (DOAJ: Directory of Open Access Journals) · 2021-06-01

  article

  \nÜst düzey yöneticilere sağlanan menfaatlerin önemli bir unsuru olan hisse teşvik ödülleri ülkemizde de yaygınlaşmaya başlamıştır. Ancak, literatürde hisse teşvik ödüllerinin yöneticiyi doğru motive edeceği ve şirket için doğru stratejik kararlar vermesini sağlayacağına dair net bir görüş bulunmamaktadır. Literatürde gösterilmiştir ki, yöneticiler stratejik düşünme yetenekleri açısından farklılık göstermektedirler ve bu yüzden rakip firmaların düşünce ve hareketlerini standart oyun teorisinin öngördüğü şekilde doğru tahmin edemeyebilirler. Yöneticilerin stratejik düşünme kabiliyetlerinde heterojen yapıyı ve hisse teşvik ödüllerinin yaygın bir şekilde kullanıldığını göz önüne alarak, bu makalede hangi koşullar altında şirketlerin hisse teşvik ödüllerini kullanmalarının doğru olacağı araştırılmaktadır. Bunun için şirketin yöneticisinin hareketlerini doğrudan kontrol edemediği durumlarda, yöneticiye sağlayacağı finansal teşvikle yöneticinin rakiplerin piyasaya girmesini caydıracak pazarlama stratejileri geliştirmesini sağlaması konusu seçilmiştir. Araştırmalar Bilişsel Hiyerarşi modelini baz alarak geliştirilen matematiksel modelle yapılmıştır. Sonuçlara göre, teşvik olarak hisse teşvik ödülleri yönetici ve rakip firma tamamen stratejikse ya da yönetici naif ancak rakip değilse verilmelidir. Eğer rakip firma naifse kâr bazlı prim verilmelidir\n

  Publisher

• New Product Preannouncement: Phantom Products and the Osborne Effect

  Management Science · 2019-03-29 · 27 citations

  articleSenior author

  The mere preannouncement of a new product can affect consumer choice, thus complicating preannouncement strategy. This is because a preannounced product that is unavailable immediately can still be one of the alternatives in a consumer’s mind at the time of choice. Such unavailable products, also known as phantom products, influence the reference point that consumers compare alternatives to when making a choice, as has been widely demonstrated in experimental studies. Thus, in addition to encouraging consumers to postpone purchase in favor of a future product, preannouncement also changes their preference for the currently available products when consumers do not prefer to postpone. In this paper we explore preannouncement strategy by analyzing a model that incorporates the effect of new product preannouncement (NPP) on consumer preferences and compare the results with a benchmark case in which consumer preferences across the existing products are not influenced by preannouncement. We find that when we take into account the effect of NPP on consumer preferences across the existing products, although postponement of purchase by some consumers remains beneficial, the preference for the current product offering with a lower quality can suffer so much that the significant lowering of current profits is not offset by future gains. Thus, preannouncement may no longer be the optimal strategy for the firm with a lower-quality product, which in turn explains the “Osborne effect.” Our results also challenge the conventional wisdom in new product preannouncement literature. This paper was accepted by Juanjuan Zhang, marketing.

  PublisherDOI

• Honesty Only Gets You So Far! The Effects of Two-sided Content on Re-purchase Intentions

  Bogazici Journal · 2018-01-01

  articleOpen access

  A classical premise in the study of advertising is that two-sided ads that provide both positive and negative information about the products enhance purchase likelihood of the sponsored brands. Through a mix of analytical models and behavioral experiments, we show that two-sided content may in fact decrease the likelihood of re-purchase. This work sheds light on using two-sided content more effectively in the long-run by taking into account both consumers' own experiences and the effect of either ads or reviews.

  PublisherDOI

Frequent coauthors

• Kıvılcım Değerlioğlu Demir

  Sabancı Üniversitesi

  20 shared

• Ezgi Akpınar

  Sabancı Üniversitesi

  20 shared

• Yuxin Chen

  Central University of Finance and Economics

  18 shared

• Chakravarthi Narasimhan

  Washington University in St. Louis

  5 shared

• Baojun Jiang

  Washington University in St. Louis

  5 shared

• Elie Ofek

  4 shared

• Ram C. Rao

  2 shared

• Sungchul Choi

  University of Northern British Columbia

  2 shared