Linda Tuncay Zayer

Title/s:  John F. Smith Chair, Professor, and Department Chair

Office #:  Schreiber 332

Phone: 312.915.6134

Email: ltuncay@luc.edu


Linda Tuncay Zayer is a 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 gender, advertising and marketing, 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.

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 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 including the Association of National Advertisers’ SeeHer Education Academic Advisory Board, the Advisory Board for GENMAC (Gender, Markets and Consumers), and the working group for SDG#5 Gender Equality for the United Nations Principles for Responsible Management Education initiative. She also engages in consulting, working with clients to utilize the power of data, insights, and storytelling.  

Professional Links



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

Research Interests

  • Gender
  • Advertising and Society
  • Advertising and Media Representation and Storytelling
  • Consumer Culture
  • Transformative Consumer Research
  • Social Media
  • Healthcare
  • Sustainability

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, 2020-2023
  • Vice President of Communications, American Marketing Association, Consumer Behavior Special Interest Group, 2006 - 2016
  • Treasurer, Consumer Culture Theory Consortium, 2011 - 2014

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

Selected Publications

Journal Articles

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).

Gurrieri, Lauren, Andrea Prothero, Shona Bettany, Susan Dobscha, Jenna Drenten, Shelagh Ferguson, Laura McVey, Nacima Ourahmoune, Laurel Steinfield, and Linda Tuncay Zayer, “Feminist Academic Organizations: Challenging Sexism Through Collective Mobilizing Across Research, Support and Advocacy,” Gender, Work & Organization, 2022, 1-22.

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.


Gender, Culture, and Consumer Behavior, Cele C. Otnes and Linda Tuncay Zayer eds., Psychology Press, 2012.


Zayer, Linda Tuncay, Cristel Russell, and Jenna Drenten, “Projective Techniques and Use of Visual Images in a Digital World,” in Handbook of Qualitative Research Methods in Marketing, 2nd Edition. Edward Elgar, R. Belk and C. Otnes, eds., forthcoming.

Sredl, Katherine, Marie Agnes Parmentier, Linda Tuncay Zayer and Catherine Coleman, “Midlife, Liminal Identities, and Consumption: A Feminist Gerontology and Sexology Perspective on 'And Just Like That'” in Marketing and Consumer Research Theories of Sexuality, Routledge Studies in Critical Marketing, D. Pirani and A. Daskalopoulou eds., forthcoming.  

Zayer, Linda Tuncay and Kathrynn Pounders, “Gender Research in Marketing, Consumer Behavior, Advertising and Beyond: Past, Present and Future,” in American Psychological Association Handbook of Consumer Psychology, Lynn Kahle, Tina Lowrey, and Joel Huber eds., Taylor & Francis, 2022, 293-315.

Zayer, Linda Tuncay, Wendy Hein, Jan Brace-Govan, Rob Harrison, Catherine Coleman, Nacima Ourahmoune, Minita Sanghvi, Laurel Steinfield, “Renaissance of Gender Equality Research,” in Struggles and Successes in the Pursuit of Sustainable Development for the Principles of Management Education (PRME) Series, Tay Keong Tan, Patricia Flynn, and Milenko Gudic eds., Routledge, 2020.

Zayer, Linda Tuncay, Catherine Coleman, and Jose Luis Rodriguez Orjuela, “‘Femvertising Discourses and Online Consumer Engagement: A Case Analysis of Under Armour’s #IWillWhatIWant Brand Campaign” in The Routledge Handbook on Positive Communication, José Antonio Muniz Velazquez and Cristina Pulido, eds., Routledge, 2019.

Steinfield, Laurel, Jon Littlefield, Catherine Coleman, Wendy Hein and Linda Tuncay Zayer, “The TCR Perspective of Gender: Moving from Critical Theory to an Activism-Praxis Orientation,” in Handbook of Research on Gender and Marketing, Edward Elger Publishing, 186-210, 2019.

Zayer, Linda Tuncay, Catherine Coleman, Wendy Hein, Jon Littlefield, Laurel Steinfield, “Gender and the Self: Traversing Feminisms, Masculinities, and Intersectionality Towards a Transformative Framework,” in The Routledge Companion to Consumer Behavior, Tina M. Lowrey and Michael Solomon eds., 2017.

Zayer, Linda Tuncay, Stacy Neier Beran, and Purificación Alcaide-Pulido, “The Challenges of Using Social Media in Higher Education,” in Online Consumer Behavior: The Dark Side of Social Media, Routledge/Psychology Press, Angeline Close, ed., 2017.

Maclaran, Pauline, Cele C. Otnes and Linda Tuncay Zayer, “Gender, Sexuality and Consumption,” in Routledge Handbook on Consumption, Routledge, 2017, 292-302.

Zayer, Linda Tuncay and Peter Coleman, “Male Consumers’ Motivations for Online Information Search,” in Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-Tail,Angeline Close, ed., 237 - 266, 2012.

Zayer, Linda Tuncay and Cele C. Otnes, “Climbing the Ladder or Chasing a Dream? Men’s Responses to Idealized Portrayals of Masculinity in Advertising,” in Gender, Culture and Consumer Behavior, Cele C. Otnes and Linda Tuncay Zayer, eds., 87-110, 2012.

Zayer Tuncay, Linda and Cele C. Otnes, "Exploring the Link between Masculinity and Consumption," in Brick & Mortar Shopping in the 21st Century, Tina M. Lowrey ed., 2008, p.153-168, Erlbaum Associates.


  • American Academy of Advertising
  • Association for Consumer Research (Transformative Consumer Research Grant)
  • Chicago Interactive Marketing Association