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Jessica Gamlin

Assistant Professor of Marketing | Co-Director, Business Research Institute

Affiliations: Marketing, Center for Sustainable Business Practices
Phone: 541-346-4130
Office: Lillis 488



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

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Areas of Expertise

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

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Journal Articles:

Meng, Matthew D., and Jessica Gamlin. "Sexually Explicit Advertisements Boost Consumer Recycling Due to Moral Cleansing Goal Activation." Marketing Letters, forthcoming.

June 2023

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.

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.

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

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.

March 2023

In the News

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