Samuel Piha

+358 40 581 7601

Rehtorinpellonkatu 3


Office: v3.10



Google Scholar

Areas of expertise
Consumer research



  • Docent in marketing, especially consumer research, 2020
  • D.Sc. (Econ.), marketing, 2018
  • M.Sc. (Econ.), economic geography, 2014
  • B.Sc. (Econ.), economic geography, 2014
  • High scghool graduate, 2010

    ​​​​​​​Academic career

  • Adjunct professor, University of Turku, 2022–
  • ​​​​​​​Assistant professor (non-tenured), University of Vaasa, 2019–2022
  • Senior researcher (STYLE project), University of Turku, 2019–2020
  • University teacher, University of Turku, TSE Pori Unit, 2018
  • Visiting scholar, Wilfrid Laurier University, Canada, 2017
  • Doctoral candidate, University of Turku, 2014–2018


My research interests broadly relate to both psychological and sociological backgrounds of consumer research. I have recently published research on evolutionary psychology, 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.


Consumer Research

Consumer Behaviour

Basics of Marketing

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Last updated on 2022-06-10 at 12:25