Samuel Piha
KTT
samuel.piha@utu.fi +358 40 581 7601 Rehtorinpellonkatu 3 Turku Office: v3.10 |
Consumer research
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–
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.
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.
- Escaping into sexual play: A consumer experience perspective (2022) Innovation and Impact of Sex as Leisure in Research and Practice Piha Samuel, Hurmerinta Leila, Järvinen Elina, Räikkönen Juulia, Sandberg Birgitta
(Other (O2)) - Inflaatiopuheissa olisi syytä huomioida kuluttajan psykologia (2022)
- Helsingin Sanomat
(Popularised article or blog post (E1)) - Kauppakeskukset kuuluvat myös päihderiippuvaisille (2022)
- Helsingin Sanomat
(Popularised article or blog post (E1)) - Escaping into sexual play: A consumer experience perspective (2020)
- Leisure Sciences
(Refereed journal article or data article (A1)) - Kuluttajan psykologinen voimaantuminen (2019)
- Kulutustutkimus.Nyt
(Refereed journal article or data article (A1)) - Evolutionary psychology for consumers : awareness of ultimate explanations as a self-reflective tool for consumer empowerment (2018) Piha Samuel
(Doctoral dissertation (article) (G5)) - From filthy to healthy and beyond: finding the boundaries of taboo destruction in sex toy buying (2018)
- Journal of Marketing Management
(Refereed journal article or data article (A1)) - Kauppasivistyksen jäljillä (2018) Miten menee, markkinointitiede? : professori Rami Olkkosen juhlakirja Samuel Piha, Petteri Ojala
(Book chapter (B2)) - Lectio praecursoria: Evoluutiopsykologia kuluttajatutkijan työkalupakissa (2018)
- Kulutustutkimus.Nyt
(Article or data-article in scientific journal (B1)) - Miten menee, markkinointitiede? : professori Rami Olkkosen juhlakirja (2018) Samuel Piha, Petteri Ojala
(Editorship of a scientific special issue, book or conference proceedings (C2)) - The effects of consumer knowledge on the willingness to buy insect food: An exploratory cross-regional study in Northern and Central Europe (2018)
- Food Quality and Preference
(Refereed journal article or data article (A1)) - Hyönteisruoka ja kuluttajan psykologia (2017)
- Tieteessä tapahtuu
(Article or data-article in scientific journal (B1)) - When nature calls: The role of customer toilets in retail stores (2017)
- Journal of Retailing and Consumer Services
(Refereed journal article or data article (A1)) - An Evolutionary Psychological Perspective on Sport Consumption – Does Life History Theory Explain Demographic Differences in Sport Behavior among Young Adults? (2016) Miia Grénman, Samuel Piha
(Other (O2)) - Biometric tourism research - a literature review and a reseach agenda
(25th Nordic Symposium on Tourism and Hospitality Research -konferenssin abstrakti) (2016) Book of abstracts Lähteenmäki-Uutela Anu, Räikkönen Juulia, Piha Samuel
(Other (O2)) - Johdatus evoluutiopsykologiaan kuluttajatutkimuksessa (2016)
- Kulutustutkimus.Nyt
(Refereed journal article or data article (A1)) - Overcoming barriers to eating insects
(Esitys 7th European Conference on Sensory and Consumer Research -konferenssissa, 11.-14.9. 2016, Dijon, France) (2016) Terhi Pohjanheimo, Samuel Piha, Anu Lähteenmäki-Uutela
(Other (O2)) - Pääkirjoitus: Siltojen yli (2016)
- Kulutustutkimus.Nyt
(Article or data-article in scientific journal (B1)) - "The more you know, the better?" The effects of consumer knowledge on williness to consume insect food
(Esitys Seventh European Conference on Sensory and Consumer Research -konferensissa (EUROSENSE2016), 11 - 14 September 2016 Palais des Congrés: Dijon Exhibition & Convention Centre, Dijon, France) (2016) Samuel Piha, Terhi Pohjanheimo, Anu Lähteenmäki-Uutela
(Other (O2)) - Evoluutiopsykologia ja taloustiede (2015)
- Psykologia
(Article or data-article in scientific journal (B1))