Her research interests fall under sensory marketing (effect of odors, sounds and imagery on consumer perceptions) and branding (brand symbolism, anthropomorphization, and brand attachment). Eda has published her work at the Journal of Consumer Research, International Journal of Research in Marketing and Review of Marketing Research. Her work is cited at Chicago Tribune, Vancouver Sun, and other media. Eda completed her PhD in Marketing at the Koc University. She worked with Professor Aradhna Krishna as a visiting scholar at the University of Michigan for a year during her PhD. Prior to beginning her doctoral studies, Eda worked for a global cosmetics brand as a marketing manager.