About
Cagla Dayangan is a Postgraduate Researcher (PhD candidate) at Southampton Business School, University of Southampton, based in the Department of Digital and Data-driven Marketing. Her doctoral research sits within consumer psychology, examining how uncertainty shapes consumer decision-making and behaviour. She has also published research examining uncertainty management at the firm level, spanning dynamic capabilities and relocation strategies. She combines her research and teaching with practical experience, drawing on a background in entrepreneurship, international trade, and e-commerce.
Research
Research groups
Research interests
- Uncertainty management
- Coping strategies
- Dynamic capabilities
- Motives, emotions and attribution
- Consumer-brand relationship
Current research
Cagla Dayangan's PhD research investigates uncertainty management in consumer decision-making, with a focus on self-uncertainty and its impact on consumer behaviour. Her work examines how contextual factors give rise to uncertainty, which shapes consumer preferences, coping mechanisms, and identity-related motives. Specifically, her research explores (1) the role of cognitive appraisals in how consumers experience self-uncertainty, and (2) how this shapes their coping strategies.
Her PhD research is conducted under the supervision of Professors Paurav Shukla, Jaywant Singh, and Dr Steve Chen.
Publications
Teaching
Cagla teaches across marketing and management subjects at undergraduate and postgraduate levels, with an emphasis on practical understanding and creating an engaging learning environment. At the University of Southampton Business School (USBS), she has led seminars in Marketing in the Digital Age (MANG3054), lab sessions and seminars in Predictive Analytics (MANG1043), and Making Successful Decisions (MANG2069). She also delivered guest lectures in Digital Marketing Strategy (MANG6560) and seminars in Digital Technologies in Business (MANG1050), leads a summer school course in Brand Management (forthcoming, Summer 2026), and serves as Data Analysis Tutor for Undergraduate Dissertations as part of the Education Development Office at USBS. Since 2024, she has designed and delivered a graduate seminar in Social Entrepreneurship at IAE Lyon School of Management, with full responsibility for curriculum, assessment, and facilitation. Prior to Southampton, she delivered seminars across management, entrepreneurship, and international business programmes at Dokuz Eylül University.
Biography
Cagla Dayangan is a Postgraduate Researcher (PhD candidate) at Southampton Business School. Her doctoral research investigates how uncertainty shapes consumer decision-making, with a focus on how consumers interpret and respond to identity-related uncertainty and the coping strategies this gives rise to. Her PhD is supervised by Professors Paurav Shukla, Jaywant Singh, and Dr Steve Chen.
She also pursues a second line of research at the organisational level, looking at how firms respond when competitive environments become volatile and ambiguous. This work covers dynamic capabilities, strategic ambidexterity, and resilience in international business, and extends to how consumers and the public react to firm-level strategic decisions such as reshoring and nearshoring.
Cagla has presented her work at conferences including EMAC, AIB, AMA Global Marketing SIG, EIBA, and AMSWMC, and reviews regularly for journals and conferences in the field. She was recognised as Best Reviewer by International Business Review in 2025, and by AIB in 2023 and 2024.
Her research and teaching are also informed by over a decade of hands-on experience in international trade, e-commerce, and B2B relationship management, including founding her own venture and leading export operations and e-commerce across B2B markets.
Prizes
- Best Conference Reviewer (AIB Annual Conference) (2024)
- Best Conference Reviewer (AIB Annual Conference) (2024)
- AMA Global Marketing SIG Travel Stipend Award (2025)
- Doctoral College Research Award- School Winner (2025)
- Best Reviewer 2025 (International Business Review) (2026)