I am an Associate Professor of Marketing at Koç University. My research is in quantitative marketing and empirical industrial organization. I study behavioral and structural mechanisms in pricing and distribution, focusing on spillovers, mergers, and consumer-brand relationships using large-scale data from retail markets. My recent work examines how consumers respond to brand acquisitions in local markets, how information disclosure in restaurants generates spillover effects on grocery purchasing behavior, and how political polarization extends to everyday consumption decisions.