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Linda Tuncay Zayer

Department Chair and Professor of Marketing; John F. Smith, Jr. Chair of Business Administration

Linda Tuncay Zayer is Professor of Marketing and the John F. Smith, Jr. Chair in Business Administration at the Quinlan School of Business. Her research takes a transformative perspective exploring issues at the intersections of advertising & media, marketing, social impact and well-being—including areas such as transformative advertising research.

She has been published in the top journals in the field including Journal of Advertising, Journal of Business Research, Journal of Consumer Research, Journal of Marketing Management, Journal of Public Policy & Marketing, Journal of Macromarketing, Journal of Retailing, Journal of Service Research, European Journal of Marketing, among others and is the co-editor of the book, Gender, Culture and Consumer Behavior and editor of the forthcoming book, Transformative Advertising Research.

Her expertise and scholarship have been featured in media outlets across television, newspapers, radio, books, podcasts, and other digital media. She serves in a leadership capacity and on the editorial review boards for journals such as Journal of Advertising, Journal of Advertising Research, Journal of Consumer Psychology, Journal of Current Issues & Research in Advertising, International Journal of Advertising, and Advertising & Society Quarterly and on the policy board for Journal of the Association for Consumer Research.

She is passionate about engaging with multiple stakeholders and bridging academia, industry, and nonprofits. Additionally, she serves on various boards and has worked with organizations such as the Association of National Advertisers, the ANA Educational Foundation, SeeHer Education Academic Advisory Board, the Advisory Board for GENMAC, the United Nations Principles for Responsible Management Education initiative, and others. She also engages in consulting, working with clients to utilize the power of data, insights, and storytelling.

Education

  • PhD, University of Illinois at Urbana-Champaign
  • MBA, University of Notre Dame
  • BS, Marketing, Indiana University

Research Interests

  • Advertising and Society
  • Advertising and Media Representation and Storytelling
  • Social Media and Emerging Technologies
  • Identity
  • Consumer Culture
  • Transformative Consumer Research

Professional/Community Affiliations

Offices Held in Professional Organizations

  • Founding Advisory Board Member, GENMAC, 2017–present
  • SeeHer Education Academic Advisory Board, 2022–present
  • At Large Board Member, Consumer Culture Theory Consortium, 2020-23
  • Vice President of Communications, American Marketing Association, Consumer Behavior Special Interest Group, 2006–16
  • Treasurer, Consumer Culture Theory Consortium, 2011–14

Visiting Scholars Appointments

  • Boğaziçi University, Istanbul, Turkey
  • Universidad Loyola Andalucía, Seville, Spain
  • University of Melbourne, Australia

Courses Taught

  • Consumer Behavior and Insights
  • Branding
  • Business Communications
  • Integrated Marketing Communications

Publications/Research Listings

Journal Articles

Zayer, Linda Tuncay, Carrie La Ferle, and Kevin Thomas, “Driving Social Impact: Expanding the Lens and Reach of Inclusive Advertising,” Journal of Current Issues & Research in Advertising, 46 (3), 2025, 273-277. Editorial.

Zayer, Linda Tuncay, Lauren Gurrieri, and Catherine Coleman, “Generating Impact Towards Gender Equity Outcomes Through Transformative Advertising Research,” European Journal of Marketing, 59 (6), 2025, 1521–1532.

Şener, Gül, Eda Öztürk, Önder Yönet, Hande Bilsel and Linda Tuncay Zayer, “Award-Winning but Gender Inclusive? A Content Analysis of Effie Award-Winning Ads,” International Journal of Advertising, 2025, 1-33.

Zayer, Linda Tuncay, Catherine Coleman, Lauren Gurrieri, “Driving Impact Through Inclusive Advertising: An Examination of Award-Winning Gender Inclusive Advertising,” Journal of Advertising, 2023, 52 (5), 647-665. Honorable Mention/Finalist recognition for Best Article of the Year Award.

Sreekumar, Arun, Rob Arias, Cele Otnes, Linda Tuncay Zayer, “Shining the Spotlight on Marketplace Rituals: A Review and Research Agenda,” Journal of Marketing Management, 2023, 39 (13-14), 1166-1196.

Gurrieri, Lauren, Linda Tuncay Zayer, and Catherine Coleman, “Transformative Advertising Research: Reimagining the Future of Advertising,” Journal of Advertising, 51(5), 2022, 539-556. (50th anniversary issue).

Zayer, Linda Tuncay, “The Social Media Age,” Journal of Macromarketing, 42 (2), 2022, 333-339.

Kondakciu, Klaudia, Melissa Souto, and Linda Tuncay Zayer, “Self-Presentation and Gender on Social Media: An Exploration of the Expression of ‘Authentic Selves’,” Qualitative Market Research: An International Journal, 25 (1), 2022, 80-99.

Zayer, Linda Tuncay, “Storytelling beyond the ivory tower,” Journal of Marketing Management, 37 (3-4), 2021, 382-386.

Coleman, Catherine, Eileen Fischer, and Linda Tuncay Zayer, “A Research Agenda for (Gender) Troubled Times: Striving for a Better Tomorrow,” the Journal of the Association for Consumer Research, 6 (2), 2021, 205-210. Editorial.  

Coleman, Catherine, Linda Tuncay Zayer, and Özlem Hesapçi, “Institutional Logics, Gender, and Advertising within a Culture in Transition: Examining Strategies of Advertising Professionals in Turkey for Managing Institutional Complexity,” Journal of Macromarketing, 40(4), 2020, 510-527.

Zayer, Linda Tuncay, Mary Ann McGrath and Pilar Castro Gonzalez, "Men and Masculinities in a Changing World:  Delegitimizing Gender Ideals in Advertising," European Journal of Marketing, 54 (1), 2020, 238-260.

Steinfield, Laurel, Minitia Sanghvi, Linda Tuncay Zayer, Catherine Coleman, Nacima Ourahmoune, Robert Harrison, Wendy Hein, and Jan Brace-Govan, “Transformative Intersectionality: Moving Business Towards a Critical Praxis,” Journal of Business Research, 100 (July), 2019, 366-375.

Steinfield, Laurel, Catherine Coleman, Linda Tuncay Zayer, Nacima Ourahmoune, Wendy Hein, “Power Logics of Consumers' Gendered (In)justices: Reading Reproductive Health Interventions through the Transformative Gender Justice Framework,” Consumption Markets & Culture, 22 (4), 2019, 406-429

Otnes, Cele, Linda Tuncay Zayer, Robert Arias, and Arun Sreekumar, “The Role of Extraordinary Beliefs in Consumption Rituals,” the Journal of Association for Consumer Research, 3 (4), 2018, 566-581.

Drenten, Jenna and Linda Tuncay Zayer, “The Role of Digital Virtual Consumption in Navigating Risk-Laden Life Events,” the Journal of Association for Consumer Research, 3 (1), 46-62, 2018.

Hein, Wendy, Laurel Steinfield, Nacima Ourahmoune, Catherine Coleman, Linda Tuncay Zayer, and Jon Littlefield, “Gender Justice and the Market: A Transformative Consumer Research Perspective,” Journal of Public Policy & Marketing, 35 (2), 2016, 223-236.

Zayer, Linda Tuncay and Catherine Coleman, “Advertising Professionals’ Perceptions of the Impact of Gender Portrayals on Men and Women: A Question of Ethics?” Journal of Advertising, 44 (3), 2015, p. 264-275.
 
Zayer, Linda Tuncay, Cele C. Otnes, and Eileen Fischer, “The Nature and Implications of Consumers’ Experiential Framings of Failure in High-Risk Service Contexts,” Journal of Service Research, 18 (3), 2015, p 303-317.

Neier, Stacy and Linda Tuncay Zayer, "Students' Perceptions and Experiences of Social Media in Higher Education," Journal of Marketing Education, 2015.

Tinson, Julie, Angeline Close, Linda Tuncay Zayer and Peter Nuttall, “Attitudinal and Behavioral Resistance: A Marketing Perspective,” Journal of Consumer Behaviour, 12 (6), 2013, p. 436-448.

Zayer, Linda Tuncay, Katherine Sredl, Marie-Agnes Parmentier and Catherine Coleman, “Consumption and Gender Identity in Popular Media: Discourses of Domesticity, Sexuality and Authenticity,” Consumption, Markets, and Culture 15 (4), 2012, p. 333-357.

Schmidt, Jeff, Linda Tuncay Zayer, and Roger Calantone, “Grumpier Old Men: Age and Sex Differences in the Evaluation of New Services,” Journal of Product Innovation Management, 29 (1), 2012, 87-98.

Zayer, Linda Tuncay and Stacy Neier, “An Exploration of Men’s Brand Relationships,” Qualitative Market Research: An International Journal,14 (1) 2011, 83-104.

Zayer, Linda Tuncay, “A Typology of Men’s Conceptualizations of Ideal Masculinity in Advertising,” Advertising & Society Review, 10 (April), 2010. 

Tuncay, Linda and Cele C. Otnes, “The Use of Persuasion Management Strategies by Identity-Vulnerable Consumers: The Case of Heterosexual Male Shoppers,” Journal of Retailing, 84 (December) 2008, p. 487-499.

Fischer, Eileen M., Cele C. Otnes, and Linda Tuncay (alphabetical order for authorship), "Pursuing Parenthood: Integrating Cultural and Cognitive Perspectives on Persistent Goal Striving," Journal of Consumer Research, 34 (December) 2007, p. 425-440.

Awards

  • Recipient of the Wayne A. Danielson Award for significant contribution to the field of communications, 2025, University of Texas, Austin.
  • Winner of the 2025 Innovations in Marketing Communications Research by the American Marketing Association, presented by Marketing Communications Special Interest Group, for groundbreaking research that advances the field of marketing and communications (for co-authored creation of transformative advertising research).