balli@chapman.eduDr. Gokcen Coskuner-BalliAssociate Professor, Associate Dean of Faculty and ResearchThe George L. Argyros College of Business and Economics, Economic Science InstituteBeckman Hall 303LDr. Coskuner-Balli's main research interest includes cultural and ideological shaping of consumer-market relationships. Her current research examines the context of emergent lifestyle segments in which new social roles, cultural identities, and brand relationships are being forged through innovative interactions with the commercial marketplace. Within this context her research explores the role of consumption in creation and legitimization of non-traditional social identities in the marketplace.  Coskuner-Balli's work has been published in Journal of Consumer Research, Journal of Consumer Culture and Association of Consumer Research.pr@chapman.eduballi@chapman.edu