Dr Seda Erdem

Associate Professor

Economics University of Stirling, Stirling, FK9 4LA

Dr Seda Erdem

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About me

About me

I am an associate professor in applied economics and the Postgraduate Research Director of Stirling Management School. I am also a member of Stirling Behavioural Science Centre and Applied Choice Research Group, and a steering group member of the University of Stirling's two research programmes: the Global Food Security Research Programme and the Health and Behavioural Research Programme. Outside academia, I serve as an expert member of the Social Science Research Committee of the UK's Food Standards Agency, a non-ministerial government department of the UK to support decisions about public health at policy-level.

I obtained my MSc in Resource Economics from the University of Massachusetts in Amherst, USA. I studied industrial organisation, food safety economics, risks and decision-making models. I then completed my PhD in Economics at the University of Manchester, UK. My research focused on eliciting preferences using stated preference techniques in the context of food safety. I then moved to the University of York to join an interdisciplinary research group studying public preferences for health service innovations and decision-making between various innovation options. Since coming to Stirling, I have continued to involve in many research projects focusing on eliciting individual's preferences and choices, perceptions, and decision-making in various contexts in the fields of food, health, and marketing. My research combines ideas from economics and behavioural science and utilises techniques from both disciplines. Other interests include designing surveys and advancing the survey methodology.


National Institute for Health Research CLAHRC Research Capability Fund

Investigates the role of innovative preference elicitation in the arena of primary care and clinical commissioning.

National Institute for Health Research (NIHR) CLAHRC Research Dissemination Fund, UK .

Best PechaKucha Presentation

RATE Nomination

SIRE Activity Grant
Scottish Institute for Research in Economics

SIRE Early Career Engagement Grant
Scottish Institute for Research in Economics

Stirling Management School's Seed Fund

Divisional / Faculty Contribution

Divisional Research Coordinator

Postgraduate Research Director


External Examiner for PhD Theses

Professional Career

Expert Member of the Social Science Advisory Committee of the UK’s Food Standards Agency

Supervision of Research Assistants

Supervisor for research assistants

University Contribution

Member of General University Ethics Panel

Research (5)

My research interests broadly include applied microeconomics, public health economics, behavioural economics and food and resource economics. More specifically, I am interested in consumer choice behaviour, decision-making and eliciting preferences in the fields of health, food and marketing. Further areas of research focus on consumers’ perception of risks, trust in institutions, responsibility for food safety, and designing risk communication strategies.

I have a particular interest in exploring methodological and econometric aspects associated with discrete choice and best-worst scaling methods. My work has focused on issues in these methods, such as preference heterogeneity and decision heuristics (e.g., attribute non-attendance, elimination and selection by aspect behaviours). Other research topics of interest include survey design and methodologies.

See www.sedaerdem.com for more details including publications and presentations.

Follow @erdem_econ

Outputs (26)



Gc VS, Iglesias CP, Erdem S, Hassan L, Peek N & Manca A (2022) Using discrete choice experiments to elicit preferences for digital wearable health technology for self-management of chronic kidney disease. International Journal of Technology Assessment in Health Care, 38 (1), Art. No.: e77. https://doi.org/10.1017/S0266462322003233

Conference Paper (unpublished)

Erdem S (2016) Eliciting Trust in Information Sources for Nanotechnology. The Agricultural & Applied Economics Association Annual Meeting 2016, Boston, USA, 31.07.2016-02.08.2019. https://www.aaea.org/meetings/2016-aaea-annual-meeting/

Conference Paper (unpublished)

Erdem S (2016) The Effect of Front-of-Pack Nutrition Labelling on Consumers’ Food Choices and Decision-Making: Merging Discrete Choice Experiments with Eye-Tracking. The Agricultural & Applied Economics Association Annual Meeting 2016, Boston, USA, 31.07.2016-02.08.2016. https://www.aaea.org/meetings/2016-aaea-annual-meeting/



Currently I am teaching an online and a face-to-face Statistics module to masters students.


Lecturing on a number of UG and TPG courses