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Mustafa Karataş


Mustafa Karataş

Assistant Professor of Marketing, PhD, Koç University

Research interests


Subject areas

Marketing Management, Marketing Research, Consumer Behavior


Mustafa Karataş received his Ph.D. in Business Administration with concentration in Marketing from Koç University, Turkey. Dr. Karataş holds M.S. and B.S. degrees in Management from INSEAD and Bilkent University. Dr. Karataş’s research interests and expertise are in consumer psychology and decision making. His past and ongoing research explores consumer decisions and effectiveness of marketing communications in a variety of contexts including sustainability and green consumption, charity giving, product bundle evaluation, foreign language processing, and preference for automated/AI over human marketing agents. Dr. Karataş’s research has appeared in leading marketing and psychology journals such as Journal of Consumer Psychology and Personality and Social Psychology Bulletin. His teaching interests include Marketing Management, Marketing Research, and Consumer Behavior.

1. Karataş, Mustafa and Zeynep Gürhan-Canli (2020), “When Consumers Prefer Bundles with Non-Complementary Items to Bundles with Complementary Items: The Role of Mindset Abstraction,” Journal of Consumer Psychology, 30(1), 24-39.

2. Karataş, Mustafa (2020), “Making Decisions in Foreign Languages: Weaker Senses of Ownership Attenuate the Endowment Effect,” Journal of Consumer Psychology, 30(2), 296-303.

3. Karataş, Mustafa and Zeynep Gürhan-Canli (2020), “A Construal Level Account of the Impact of Religion and God on Prosociality,” Personality and Social Psychology Bulletin, 46(7), 1107-1120.

Sustainability and social well-being (e.g., donations, recycling, green consumption)
Native versus foreign language processing
Consumer acceptance of artificial intelligence (AI)
Product bundles

Marketing Management
Marketing Research
Consumer Behavior