Erdem replaces John Lynch Jr, professor at Leeds School of Business, University of Colorado Boulder, and will serve a two-year term beginning on 1st July 2024.

In addition to her new role, Erdem is the Leonard N. Stern professor of business and professor of marketing at the Stern School of Business at New York University, having held the role of chair of the marketing department between 2017 and 2023.

Erdem has also served as editor-in-chief of the Journal of Marketing Research from 2009 to 2012, as well as associate editor at Marketing Science, Journal of Consumer Research, and Quantitative Marketing and Economics.

Her most recent work has focused on consumer attention and search, using eye tracking measures to predict and understand brand choice using formal models.

In her new position at MSI, Erdem will be responsible for making sure the organisation’s research programme meets the needs of marketers and the wider industry.

Scott McDonald, chief executive and president at ARF, said: “As we enter 2024, MSI research will be keenly focused on how the rise of analytics and artificial intelligence and evolving consumer behaviour related to macroeconomic trends are changing the way marketers conduct business.

“Dr Erdem is a world-renowned expert on branding, studying everything from brand equity and brand consideration sets to models of brand choice of forward-looking consumers and the role of price and quality uncertainty. With this extensive background, she will be a valuable leader for the MSI community.”