Samuel Piha profile picture
Senior Researcher, Marketing
D.Sc. (Econ. & Bus. Adm.)


+358 40 581 7601
Rehtorinpellonkatu 3

Areas of expertise

Consumer behaviour
Evolutionary psychology


I earned my doctoral degree in marketing in 2018 at Turku School of Economics, University of Turku. My master's degree program in economic geography was completed in 2014 at the same university. During my academic career, I have worked as a doctoral candidate (2014-2018), university teacher (2018) and senior researcher (the STYLE project; 2019-) at Turku School of Economics, as a visiting scholar at Wilfrid Laurier University, Canada (2017), and as an assistant professor at University of Vaasa (2019-).


Consumer Research (Kuluttajatutkimus)

Consumer Behaviour (Kuluttajakäyttäytyminen)

Basics of Marketing (Markkinoinnin perusteet)


My current research interests relate to evolutionary psychological aspects to consumer behaviour, particularly consumer well-being and transformative consumer research. I have recently published research on consumer empowerment, sexuality-related consumption, food consumption, and shopping behaviour. Methodologically, I am experienced in field surveys, cross-cultural surveys, mixed method studies combining qualitative and quantitative elements, and theoretical approaches. I put a high value on popularising scientific thinking, and my research has often been disseminated by popular media and newspapers.


Sort by: