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H. Wayne Huizenga
College of Business and Entrepreneurship
College of Business and Entrepreneurship
Dr. Kaplan holds a Ph.D. in Marketing from the University of Massachusetts Amherst. Her research primarily centers on prosocial marketing, exploring how marketing can promote societal well-being. She pursues three main research streams: understanding consumer perceptions of artificial intelligence (AI) in marketing and strategies to enhance trust in AI; examining the role of religion in shaping consumer behavior; and investigating how priming specific emotions—particularly awe—affects prosocial choices, such as environmentally friendly actions. Through these avenues, she aims to advance consumer well-being by examining the influence of AI, religion, and emotions. Dr. Kaplan has been teaching both undergraduate and graduate marketing courses since 2017.
MKT 5125 Marketing Decisions for Managers
MKT 3210 Professional Selling and Sales Management
Begum Kaplan and Scott Wright, “Awe and Self-Gifting: How feelings of Awe Reduces Consumers’ Desire for Self-Gifting”, presented at Academy of Marketing Science 2024 as a competitive paper.
Begum Kaplan and Mansur Khamitov, Hey There, My Name is …? Literature Review of The Role of Naming AI in Consumer Trust and Satisfaction, presented at the AMA Winter Academic Conference 2024 as a competitive paper, (extended abstract published).
Begum Kaplan, “How to Spot a Lying Consumer: Exploring Consumer Misrepresentation in Real and Virtual Environments”, presented at ACCI Annual Conference 2023 as a competitive paper.
Elizabeth Minton, Begum Kaplan, Frank Cabano, “Artificial Hesitation: The Influence of Religion on Consumers’ Evaluations of Brands Using AI”, presented as a competitive paper at AMA Winter Academic Conference 2023, (extended abstract published).
Begum Kaplan, Easwar S. Iyer, “Motivating Pro-environmental Behaviors: The Role of Religiosity in a Cross-cultural Context”, presented as the best paper nominee at American Council on Consumer Interests (ACCI) Academic Conference 2022, Clearwater, FL.
Begum Kaplan and Elizabeth G. Miller, “Connecting With Words: A Linguistic Analysis of Online Consumer Brand Engagement During Times of Crises”, presented as a Competitive Paper at American Marketing Association Winter Academic Conference 2022, (extended abstract published).
Begum Kaplan and Elizabeth G. Miller, “Tweeting Doomsday Scenarios: Consumers’ Online Engagement During the Coronavirus Pandemic”, presented as a Competitive Paper at American Marketing Association Winter Academic Conference 2021, virtual, Session Chair, (extended abstract published).
Aylin Caliskan, Begum Kaplan, “If I Tap It, Will They Come? An Introductory Analysis of Fairness in a Large-Scale Ride Hailing Dataset”, presented at Academy of Marketing Science Conference 2021, virtual (extended abstract published).
Begum Kaplan, Miller Elizabeth , Are We Pinocchios or Robin Hoods in the Marketplace: The Impact of Awe on Consumers’ Morality and Prosocial Lying Behavior, Competitive paper presented at American Marketing Association Winter Academic Conference 2020, San Diego, CA (extended abstract published).
Begum Kaplan-Oz, *Miller Elizabeth G. (October 2018). How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce. Competitive paper presented at Association for Consumer Research Conference 2018, Dallas, TX (extended abstract published).
Begum Kaplan-Oz, Iyer Easwar (June 2018). The Awesomeness of Awe: The Role of Awe in Pro- Environmental Purchasing Behaviors and Sustainable Consumption, Special session paper presented at Annual Marketing and Public Policy Conference 2018, Columbus, OH (extended abstract published).
Begum Kaplan-Oz, Miller Elizabeth (June 2018). Pinocchios in the Marketplace: The Impact of Awe on Consumers’ Lying Behavior, Competitive paper presented at Annual Marketing and Public Policy Conference 2018, Columbus, OH (extended abstract published).
Milne, George R., Villarroel-Ordenes F., Slepchuck A., *Kaplan-Oz Begum, A Text Mining Segmentation Approach to Understand the Role of Privacy (or lack of) in Consumers’ Lives. Poster presented at Annual Marketing and Public Policy Conference 2018, Columbus, OH.
Milne, George R., Villarroel-Ordenes,F., *Kaplan-Oz Begum, Mindful Consumption: A Grounded Consumer Poster presented at Annual Marketing and Public Policy Conference 2018, Columbus, OH.
Begum Kaplan-Oz, Miller Elizabeth G. (June 2017). Emotional drivers of materialism: The Role of Awe in Materialistic Tendencies. Competitive paper presented at Annual Marketing and Public Policy Conference 2017, Washington DC. (extended abstract published).
Begum Kaplan-Oz, Iyer Easwar (June 2017). Beliefs Leading to A Greener World: A Cross- Country Exploration of Religiosity on Green Consumption Behavior. Competitive paper presented at Annual Marketing and Public Policy Conference 2017, Washington DC. (extended abstract published).
Milne, G., Zacharias L., Kaplan- Oz Begum (June 2016). Consuming the Future: The Role of Science Fiction Movies as a harbinger for Privacy Poster presented at Annual Marketing and Public Policy Conference 2016, San Luis Obispo, CA.
Begum Kaplan, Elizabeth Miller, Easwar S. Iyer (2023), “Shades of Awe: The Role of Awe in Pro- Environmental Attitudes and Purchasing Behavior”, Journal of Consumer Behavior.
Elizabeth Minton, Begum Kaplan, Frank Cabano (2022), “Artificial Hesitation: The Influence of Religion on Consumers’ Evaluations of Brands Using AI”, Psychology & Marketing.
Begum Kaplan, Easwar Iyer (2021), “Motivating Pro-environmental Behaviors: The Role of Religiosity in a Cross-cultural Context, " Journal of Consumer Affairs, 55(3), 792-820.
George Milne, Begum Kaplan, Kristin Walker, Larry Zacharias (2021), "Consuming the Future: The Role of Science Fiction Movies as a harbinger for Privacy Issues," Journal of Consumer Affairs, 55(3), 737-762.
George Milne, Francisco Villarroel-Ordenes, Begum Kaplan (2019), “Mindful Consumption: A Grounded Consumer Perspective”, Australasian Marketing Journal, 28(1), 3-10.
Kaplan-Demirbag M., Kaplan-Oz Begum (2017), “We beat the cops in GTA: Po(ludic)al activism in the age of video games,” Convergence: The International Journal of Research into New Media Technologies, 24 (6), 1-25.
