Melis joined Heriot-Watt University in 2022 as an Assistant Professor of Marketing. 

Melis received her PhD in Marketing in 2018 from Koc University in Istanbul. Her thesis title was 'The Effects of Self-Conscious Emotions on Consumer Self-Control Behavior.'

Melis received her associate fellow (AFHEA) certificate in January 2024. Melis is dedicated to fostering a student-centered, inclusive learning environment that empowers students in their academic and professional growth. She integrates experiential learning strategies to create dynamic, hands-on experiences that enhance engagement and deepen understanding.

Area of Expertise

Melis specializes in consumer behavior research, focusing on the psychological processes that drive consumer decisions. Her research explores impression management, social exclusion, branding, influencer marketing, sustainability, and the role of artificial intelligence in consumer well-being.

Research Methods Expertise

Melis employs experimental methods to investigate consumer behavior across various domains. Her studies examine topics such as status signaling through food consumption, information sharing for social affiliation, and AI-human interactions in product recommendations.

Disciplinary Intersections

Melis integrates theories from marketing and social psychology to develop a deeper understanding of consumer decision-making and behavior.

Key Research Collaborations

Melis collaborates with leading scholars in Europe and the United States to explore the psychological mechanisms influencing consumer behavior.

Funded Projects

Melis's research on leveraging AI tools to promote consumer well-being through sustainable product consumption has been awarded a small research grant by the British Academy.

Melis has led several undergraduate and graduate courses as a global course leader, designing and delivering a variety of Marketing courses, including Marketing Research, Marketing Metrics, and Branding and Communications.

In addition to her teaching responsibilities, Melis serves on the HWU Ethics and Mitigating Circumstances committees.

Centre for Applied and Behavioural Sciences https://www.hw.ac.uk/uk/schools/social-sciences/centre-for-applied-behavioural-sciences.htm