Research interests

• Uncertainty management 
• Coping mechanisms and their influence on behaviour, preferences, and judgments
• Motives and attribution
• Consumer-brand relationship
• Psychological and strategic adaptation

Current research

Cagla Dayangan’s PhD research investigates uncertainty management in consumer decision-making, with a focus on self-uncertainty and its impact on consumer behaviour in luxury retail environments. Her work examines how contextual factors give rise to uncertainty, shaping consumer preferences, coping mechanisms, and identity-related motives. Specifically, her research explores (1) the role of cognitive appraisals in how consumers interpret and respond to self-uncertainty, (2) how identity motives influence compensatory consumption and decision-making processes, and (3) the interplay between contextual challenges and consumer coping strategies in shaping luxury consumption preferences.

Grounded in consumer psychology theories, her research aims to unravel the complex interplay shaping consumer decisions in today’s digital and data-driven marketing landscape. Cagla’s work contributes to understanding the psychological drivers of consumer decision-making in uncertain environments, offering practical insights for businesses seeking to build meaningful connections with their audiences. Her PhD research is conducted under the supervision of Professors Paurav Shukla, Jaywant Singh, and Dr. Steve Chen.

Before joining Southampton Business School, Cagla Dayangan gained significant teaching experience at both undergraduate and graduate levels at Dokuz Eylül University’s Faculty of Business. She conducted seminars on Export and Import Operations Management, focusing on the challenges and complexities of global trade during the academic years 2021-2022 and 2022-2023. In addition, Cagla taught courses on Business-to-Business Markets, helping students grasp the dynamics of B2B relationships.

Cagla has also contributed to international teaching programs, delivering seminars on Social Entrepreneurship at the graduate level at IAE Lyon School of Management in France (January 2024). She is currently teaching Marketing in the Digital Age (MANG 3054) at Southampton Business School for the Fall 2024-2025 term. In addition, she taught Predictive Analytics I: Regression and Combinatorial Techniques (MANG 1043) during Spring 2023-2024, both at the undergraduate level. Cagla’s teaching approach emphasizes practical understanding and aims to foster a positive learning environment for her students.

Cagla Dayangan is a Postgraduate Researcher at Southampton Business School, specializing in marketing with a focus on managing uncertainty in unpredictable and volatile environments. Her research explores uncertainty management in decision-making processes, encompassing both consumer-centric perspectives and firm-level strategic adaptation.

On the consumer side, Cagla examines how contextual factors that give rise to uncertainty influence consumer coping and decision-making. Her work investigates diverse identity motives, cognitive appraisals, and compensatory consumption, addressing broader themes such as identity-related dilemmas, distinct motives, and uncertainty management in consumer decisions. While her current PhD research focuses on self-uncertainty in luxury retail settings, her interests extend to understanding how uncertainty and coping strategies shape consumer preferences and judgments across various contexts. By examining the dynamic interplay between context and individual responses, her research provides valuable insights into the psychological drivers behind consumer decision-making.

On the firm side, Cagla investigates how businesses and brands manage uncertainty, focusing on dynamic capabilities, relocation strategies, and resilience-building in global markets. Her research spans both business-to-business (B2B) and business-to-consumer (B2C) contexts, exploring strategic ambidexterity, entrepreneurial orientation, and performance relationships in international marketing, as well as consumer trust and reactions to firm decisions such as reshoring and nearshoring. By examining sustainability motives, relational investments, and strategic adaptation, her work bridges organizational and consumer perspectives in uncertain market environments.

Cagla has presented her work at leading conferences, including EMAC, AIB, AMA Global Marketing SIG, EIBA, and AMSWMC. She actively contributes to the academic community as an ad hoc reviewer for journals such as International Marketing Review and International Business Review, and for conferences including AIB, AMSWMC, and AMA Global Marketing SIG. Recognized as a best reviewer at the AIB Annual Conferences in 2023 and 2024, she demonstrates a strong commitment to advancing academic knowledge.

Her academic pursuits are enriched by her professional background in international trade and e-commerce, where she led operations for her family’s business in Turkey. This practical experience informs her research, providing a unique perspective on the interplay between theory and real-world applications.

Prizes