Samuel Piha
 KTT

  • University TeacherMarketing (Department of Marketing and International Business)
  • DocentTuKKK:n yhteiset (Turun kauppakorkeakoulun yhteiset)


samuel.piha@utu.fi

+358 40 581 7601

Rehtorinpellonkatu 3

Turku

Officev3.10


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Areas of expertise
Consumer research

Biography

Education
D.Sc. (Econ.), marketing, 2018
M.Sc. (Econ.), economic geography, 2014
B.Sc. (Econ.), economic geography, 2014
High scghool graduate, 2010 

Academic career
University teacher (permanent), University of Turku, 2023–
​​​​​​​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 

Other academic occupations
Docent in marketing, especially consumer research (UTU), 2020–
Chair of the Board, Finnish Association of Consumer Research, 2023–



Research

I am broadly interested in phenomena related to consumer behavior and the theoretical foundations of the field. The topics I have researched recently or over the past few years include:

  • Declining standard of living and consumption in crisis conditions
  • Consumer empowerment
  • Public transportation behaviour
  • Sexuality-related consumption
  • Evolutionary psychology in consumer research
  • Consumption of insect-based food
  • Consumer behaviour and public toilets

In terms of methodology, I have experience in survey research (both field studies and international survey setups), mixed-methods research combining qualitative and quantitative approaches, and theoretical studies. I am an active popularizer of science, and my research has often been featured in various media.

I am leading the LASKU research project (Consumer Psychological Adaptation to Crisis Conditions and Declining Living Standards) for the years 2024–2026, funded by Liikesivistysrahasto. Before, I have participated in numerous other research projects as a researcher.



Teaching

I'm responsible for developing the B2C Marketing education in our faculty. Personally I'm in charge of the bachelor's levels courses on consumer behaviour (MA12) and marketing communications (MA13), as well as master's level course on consumer research. I also supervise bachelor's, master's and doctoral theses. 



Publications
  
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Last updated on 2023-08-12 at 12:51