About
Cagla Dayangan is a Postgraduate Researcher at Southampton Business School, University of Southampton, based in the Department of Digital and Data-driven Marketing.
Spanning both consumer psychology and strategic market interactions, her research provides a versatile perspective on managing uncertainty in volatile environments by addressing both demand-side and firm-side dynamics. Cagla combines academic rigor with practical experience, drawing on her background in entrepreneurship, international trade and e-commerce.
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Research
Research interests
- Uncertainty management
- Coping strategies
- Dynamic capabilities
- Motives, emotions and attribution
- Consumer-brand relationship
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, which shapes 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, and offers 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.
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Research interests
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Current research
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Publications
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Supervision
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Teaching
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 to help students grasp the dynamics of B2B relationships.
Cagla has also contributed to international teaching programs by delivering seminars on Social Entrepreneurship at the graduate level at IAE Lyon School of Management in France since 2024. She taught 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.
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Biography
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.
At the individual-level, Cagla examines how contextual factors that give rise to uncertainty influence consumer coping and decision-making. Her work investigates cognitive appraisal, diverse identity motives and emotions, as well as compensatory consumption. Cagla aims to address 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.
On the firm side, Cagla investigates how businesses and brands cope with uncertainty, particularly focusing on dynamic capabilities, relocation strategies, entrepreneurial mindset, and resilience-building in global markets. Specifically, Cagla explores strategic ambidexterity, entrepreneurial orientation, and performance relationships in diverse international business settings, as well as capability deployment and strategy implementation amids uncertain international settings. This research stream, while mostly spans business-to-business (B2B) relationships, it is also informed by her individual-level research, where Cagla examines public and consumer reactions to strategic firm decisions such as reshoring and nearshoring. By examining sustainability motives, relational investments, and strategic adaptation, her work bridges organizational and individual-level 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, International Business Review, Industrial Marketing Management, and for conferences including AIB, AMSWMC, AMA Global Marketing SIG, and Global Marketing Conference. 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 as an entrepreneur and the roles in international trade and e-commerce, where she led operations for her family’s business in Turkey. This practical experience informs her research by providing a unique perspective on the interplay between theory and real-world applications.
Prizes
- Best Conference Reviewer (AIB Annual Conference) (2024)
- Best Conference Reviewer (AIB Annual Conference) (2024)
- AMA Global Marketing SIG Travel Stipend Award (2025)
- Doctoral College Research Award- School Winner (2025)
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Prizes
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