Carson College of Business Faculty Directory

Carson College Directory

Kunter Gunasti

Marketing and International Business



  • PhD (Pennsylvania State University, Smeal College of Business)
  • MBA (Pace University, Lubin School of Business)
  • Other (Istanbul Technical University (ITU))

Kunter Gunasti

Kunter Gunasti currently teaches the marketing and public policy, and consumer decision making courses. He was the recipient of WSU Outstanding Faculty Teaching award in 2019. Dr Gunasti earned his Ph.D. in Marketing from the Pennsylvania State University, Smeal College of Business. He received his BSc in Engineering from Istanbul Technical University and he holds an MBA in Financial Management. Dr. Gunasti was previously a faculty member at the University of Connecticut where he won the Undergraduate Teaching Award. His research interests include numerical cognition, branding, inference making and consumption experiences with public policy implications such as word of mouth and gift giving. Dr. Gunasti’s research has been published in premium outlets including the Journal of Consumer Research, Journal of Marketing Research, Journal of Retailing, Marketing Letters (x3), Journal of Public Policy and Marketing, and Journal of Business Research. He was the winner of the Thomas Kinnear Award for Best article, two American Marketing Association Best Paper Awards, Emrald Literati Award for Highly Commended Articles and Advena World's Outstanding Speaker Award.

Research Interests

branding strategy
brands and consumers
consumer behavior
consumer decision-making
consumer financial decision making
consumption experiences
decision-making under conditions of uncertainty
gift giving
inference making
numerical cognition

Teaching Interests

consumer behavior
consumer judgment and decision making
public policy and marketing

Journal Articles

  • KUNTER GUNASTI, T. Ozcan The Role of Scale-Induced Round Numbers and Goal Specificity on Goal Accomplishment Perceptions Marketing Letters, 2019
  • T. Ozcan, K. Gunasti How Associations Between Products and Numbers in Brand Names Affect Consumer Attitudes Journal of Brand Management, 2019
  • K. Gunasti, E. Baskin Is a $200 Nordstrom Gift Card Worth More or Less than a $200 GAP Gift Card? The Asymmetric Valuations of Luxury Gift Cards Journal of Retailing, 2018
  • H. Nguyen, K. Gunasti, Original brands in competition against high quality copycats European Journal of Marketing, 2018
  • K. Gunasti, H. Baumgartner The Asymmetric Effects of Positive or Negative Experiences with an Extension on Attitudes Toward Low- vs. High-Equity Parent Brands: A Microtheoretical Notion Customer Needs and Solutions, 2016
  • K. Gunasti, B. Devezer How Competitor Brands Affect Within-Brand Choice Marketing Letters, 2016
  • K. Gunasti, T. Ozcan Consumer Reactions to Round Numbers in Brand Names Marketing Letters, 2016
  • S. Kara, K. Gunasti, W.T. Ross Is it the ‘Alpha’ or the ‘Numeric’?: Consumers’ Evaluation of Letter Versus Number Changes in Alphanumeric Brand Names Journal of Brand Management, 2015
  • K. Gunasti, W. T. Ross The Effects of Compensatory Inferences for Attributes On the Choice of Incomplete Product Options Journal of Business Research, 2015
  • B. Bilgin, K. Gunasti The Direction of Product Attribute Correlations and Consumer Inferences for Missing Attribute Values: The Favorable Effects of Positive Correlations Journal of Economics, Business and Finance, 2013
  • K. Gunasti, W. T. Ross How and When Alpha-numeric Brands Affect Consumer Preferences Journal of Marketing Research, 2010
  • K. Gunasti, W. T. Ross How Inferences about Missing Attributes Decrease the Tendency to DeferChoice and Increase Purchase Probability Journal of Consumer Research, 2009
  • M. Goldberg, K. Gunasti Creating an Environment in Which Children and Youths are Encouraged to Eat a Healthier Diet Journal of Public Policy & Marketing, 2007


    • Tim Ozcan, KUNTER GUNASTI Scaleocity
    • Lei Wang, KUNTER GUNASTI, Ram Gopal, Ramesh Shanker, Joseph Pancras The impact of gamification on word-of-mouth effectiveness: Evidence from Foursquare

      Conference Proceedings

      • KUNTER GUNASTI, Noah VanBergen, Caglar Irmak This Session is Essential: Antecedents and Consequences of Product Essence Advances in Consumer Research
      • KUNTER GUNASTI, T. Ozcan The Role of Scales on Evaluations of Identical Progress Advances in Consumer Research
      • T. Ozcan, KUNTER GUNASTI What is in a Scale? How Different Measurement Scales Lead to Different Progress? American Marketing Association, (AMA Winter Conference), Feb 2017 (accepted Nov 2016)
      • Lei Wang, Kunter Gunasti, Ram Gopal, Ramesh Shanker, Joseph Pancras The impact of gamification on word-of-mouth effectiveness: Evidence from Foursquare. Hawaii International Conference on System Sciences (HICSS), Jan 2017 (Accepted Nov 2016)
      • KUNTER GUNASTI, Caglar Irmak Seller-to-Buyer Goal Contagion in Multi-Use Products EMAC, European Marketing Association, Belgium
      • K. Gunasti, T. Ozcan The Effects of Multi-context numbers on Consumer Attitudes American Marketing Association,
      • Lei Wang, Kunter Gunasti, Ram Gopal, Ramesh Shanker, Joseph Pancras The impact of gamification on word-of-mouth effectiveness: Evidence from Foursquare. Workshop on Information Systems and Economics, Auckland, New Zealand
      • Kunter Gunasti, Selcan Kara, William Ross, Rod Duclos An Exploration of the Effect of Language on Processing of Numbers in Alphanumeric Brand Names
      • Selcan Kara, Kunter Gunasti, William Ross The Effect of Number versus Letter Cognition on Consumers’ Evaluations of Alphanumeric Brand Names Society of Consumer Psychology
      • K. Gunasti, B. Devezer The Effects of Exposure to Numbers Included in Competitor Brand Names American Marketing Association,
      • K. Gunasti, B. Devezer Mere-alignability of Alphanumeric Brand Names: When Exposure to Mercedes Affects Choice between BMWs INFORMS-Marketing Science Conference
      • H. Nguyen, K. Gunasti, C. Coulter, John Hulland, Sundar Bharadwaj Brand Signals of Authenticity: From Conscious to Non-Conscious Effects Proceedings of the American Marketing Association, (Winter Educator‰Ûªs Conference)
      • K. Gunasti, B. Devezer Mere-Alignability of Alphanumeric Brand Names: How exposure to Mercedes C350 Affects the Choice between BMW 335i and BMW 330i Association of Consumer Research
      • Kunter Gunasti, Selcan Kara The Magic of Numbers and Letters in Alphanumeric Brand Names Advances in Consumer Research
      • H. Nguyen, K. Gunasti, Rohini Ahluwalia, Tanya Chartrand, Rebecca Ratner Authenticity is in the Eye of the Beholder: From Changes in Attitudes and Preferences to Placebo Effects Advances in Consumer Research
      • K. Gunasti, W. T. Ross, Ann McGill, Sharon Shavitt How and When Alpha-numeric Brand Names Affect Consumer Preferences Advances in Consumer Research
      • K. Gunasti, W. T. Ross, Meg Meloy, Adam Duhachek How Consumers' Inferences & Product Choices Are Affected by Alpha-numeric Brands Advances in Consumer Psychology
      • K. Gunasti, H. Baumgartner, M. Ding, Angela Lee, Dilip Soman A Reexamination of Post-experience Advertising Effects: The Moderating Role of Accuracy Motivation Advances in Consumer Research
      • K. Gunasti, W. T. Ross, Angela Lee, Dilip Soman Achieving the Compromise Effect with Missing Attribute Information: Introducing Shadow Options Advances in Consumer Research
      • K. Gunasti, Maria Cronley, Dhananjay Nayakankuppam Asymmetric Effects of Positive and Negative New Product Experiences on Attitudes Toward the Brand, Country of Origin and Competitive Brands Advances in Consumer Psychology
      • K. Gunasti, W. T. Ross, Angela Lee, Dilip Soman Choice with Inference is Different From Choice without Inference Advances in Consumer Research