Profile picture of Jessica Gamlin

Jessica Gamlin

Assistant Professor of Marketing

Affiliations: Marketing, Center for Sustainable Business Practices
jgamlin@uoregon.edu
Phone: 541-346-4130
Office: Lillis 488
Research Website
Download CV

About

Biography:

Jessica Gamlin is an assistant professor in the Department of Marketing at the Lundquist College of Business. Her research centers on consumer behavior through the lens of the goals people adopt, how they stay motivated during the pursuit, and the products and brands they deem instrumental along the way.

Gamlin received her PhD in Marketing from Northwestern University, MBA from HEC Paris, and BA in Economics from the University of Pennsylvania. Prior to joining the Lundquist College, she worked at One Acre Fund in Nairobi, Kenya as the Business Development Manager and served in the United States Peace Corps in Keur Madiabel, Senegal.

Degree History:
  • PhD, Marketing, Northwestern University, 2019
  • MBA, Marketing Concentration, HEC Paris, 2012
  • BA, Economics, University of Pennsylvania, 2006
Honors and Awards:
  • Excellence in Undergraduate Teaching Award, University of Oregon, 2021–2022

Back to Top

Areas of Expertise

  • Brands
  • Consumer behavior
  • Goals and motivation
  • Identity
  • Instrumentality

Back to Top

Publications

Journal Articles:

Gamlin, Jessica, and Danielle Brick. "Means-Goal Conflict and Novel Brand Choice." Journal of Consumer Research, forthcoming. https://doi.org/10.1093/jcr/ucae070.

December 2024

Meng, Matthew D., and Jessica Gamlin. "Sexually Explicit Advertisements Boost Consumer Recycling Due to Moral Cleansing Goal Activation." Marketing Letters 35, no. 2: 205-218. https://doi.org/10.1007/s11002-023-09689-0.

June 2024

Gamlin, Jessica, and Maferima Touré-Tillery. "The Bad-Influencer Effect: Indulgence Undermines Social Connection." Journal of the Academy of Marketing Science, forthcoming. https://doi.org/10.1007/s11747-024-01024-x.

May 2024

Gamlin, Jessica, Rachel Smallman, Kai Epstude, and Neal J. Roese. "Dispositional Optimism Weakly Predicts Upward, Rather Than Downward, Counterfactual Thinking: A Prospective Correlational Study Using Episodic Recall." Plos One 15, no. 8: 1-12. https://doi.org/10.1371/journal.pone.0237644.

August 2020

Gamlin, Jessica, Ping Dong, Aparna A. Labroo, and Aaron Robinson. "Evoking Goals to Be Responsible: When Political Cues Increase Utilitarian Choice." Journal of the Association for Consumer Research 4, no. 1: 87-96. https://doi.org/10.1086/700844.

January 2019
Book Chapters:

Touré-Tillery, Maferima, and Jessica Gamlin, "The Interplay between Goal Systems and Identities." In Exploration in Goal Systems, edited by Arie W. Kruglanski, Ayelet Fishbach, and Catalina Kopetz, 280-306. Oxford, U.K.: Oxford University Press https://doi.org/10.1093/oso/9780197687468.003.0014.

April 2023

Gamlin, Jessica, and Maferima Touré-Tillery. "Consumer Goals and Motivation." In Cambridge Handbook of Consumer Psychology (second edition), edited by Cait Lamberton, Derek Rucker, and Stephen A. Spiller, 53-89. Cambridge, U.K.: Cambridge University Press. https://doi.org/10.1017/9781009243957.005.

March 2023

Back to Top

In the News

Close up photo of a person's hand holding a phone with digital art of different reaction icons bubbling up from the screen
Bad Influencer Effect
Research by marketing professor Jessica Gamlin found that social influencers posting about self-indulgence can be a turn-off for consumers who value different goals.
A grid of new faculty members' profile photos
Exceptional New Faculty Members

For the second year in a row, a stellar lineup of eight professors joined the Lundquist College of Business.

Back to Top