Gulnur Tumbat

Gulnur Tumbat, Ph.D.

Spring 2024 Office Hours: Available all week per student need via Zoom. Email anytime. In-person office hours: Thursdays 8:30-9:30am. @BUS209H
Phone: (415) 338-1321
Location: BUS 209H


Faculty Website:

Gülnur Tumbat, Professor of Marketing at San Francisco State University, is an internationally renowned marketing ethnographer focusing on risk taking and goal obtainment.  Tumbat’s main research interests are at the intersections of risk discourses, consumer culture, marketplace dynamics, and technology, where she uses interpretive research tools. She has published in prestigious academic outlets such as Journal of Marketing, Journal of Consumer Research, Marketing Theory, Consumption, Markets and Culture, Journal of Consumer Behavior, Advances in Consumer Research, European Advances in Consumer Research, and Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. She has also climbed the Seven Summits, the highest mountain on each geographic continent (and is the first and only Turkish woman to do so) and thus, as an elite endurance athlete and a business behavioral scientist, she provides a unique perspective on risk taking, pushing boundaries, planning and proactive thinking, teamwork, managing fear, leadership, and project management.


  • B.S (1996), Middle East Technical University, Ankara, Turkey
  • M.S. (1999), Middle East Technical University, Ankara, Turkey
  • M.B.A. (1999), Bilkent University, Ankara, Turkey
  • Ph.D. (2005), David Eccles School of Business, University of Utah, Salt Lake City

Research Interests: 

  • Risk Marketing
  • Consumer Culture
  • Marketplace Dynamics
  • Technology

Sample Publications:

  • Coskuner-Balli, Gokcen and Gülnur Tumbat (2017) “Performative Structures, American Exceptionalism, and the Legitimation of Free Trade,” Marketing Theory, 17(1), 31-50.
  • Tumbat, Gülnur and Kent Grayson (2016), “Authority Relinquishment in Agency Relationships,” Journal of Marketing, 80, 42-59.
  • Tumbat, Gülnur and Russell W. Belk (2013), “Co-construction and Performancescapes,” Journal of Consumer Behavior, 12, 49-59.
  • Tumbat, Gülnur and Russell W. Belk (2011), “Marketplace Tensions in Extraordinary Experiences,” Journal of Consumer Research 38(7), 42-61. **Recipient of the Sid Levy Award for the Best CCT Article Based on a Dissertation, 2nd Place.
  • Tumbat, Gülnur (2011), “Co-constructing the Service Experience: Exploring The Role of Customer Emotion Management,” Marketing Theory 11(2), 187-206.
  • Belk, Russell W. and Gülnur Tumbat (2005), “The Cult of Macintosh,” Consumption, Markets, and Culture, 8(3), 205-217. **One of the most downloaded 25 articles from the Consumption, Markets & Culture during 2009-10. **The 3rd overall most cited publication from the Consumption, Markets & Culture as of 2015.

Honors and Awards: 

  • Assocation for Consumer Research Doctoral Symposium Faculty Mentor, Association for Consumer Research Conference, San Diego, CA, October 2017.
  • Advertising Education Foundation, Visiting Professor Program Fellowship @ Ogilvy & Mathers in Manhattan, New York, NY, June 2012.
  • The Sidney J. Levy Award 2nd Place for The Best Consumer Culture Theory Dissertation Article published in 2010, 2011.
  • San Francisco State University Professional Development Council Mini-Grant Award, December 2006.
  • 39th AMA-Sheth Foundation Doctoral Consortium Fellow, Texas A&M University, College Station-TX, June 2004.
  • University of Utah, David Eccles School of Business, Global Business Program Scholarship for Dissertation Research, 2004.
  • First Place People's Choice Award for the video Towards a Meaningful Identity: The (F)Utility of Lifestyle Research, ACR Film Festival, Association for Consumer Research Conference, Toronto, Canada, October 2003.
  • 12th Robert Mittelstaedt Doctoral Symposium Fellow, University of Nebraska-Lincoln, Department of Marketing, March 2003.

Professional Associations: 

  • Association for Consumer Research
  • American Marketing Association
  • Consumer Culture Theory Consortium