I’m a researcher and professor in the field of marketing.

I study 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.

Publications

Gamlin, Jessica and Danielle Brick (Forthcoming), “Means-Goal Conflict and Novel Brand Choice,” Journal of Consumer Research. doi:10.1093/jcr/ucae070

Gamlin, Jessica and Maferima Touré-Tillery (2024), “The Bad Influencer Effect,” Journal of Academy Marketing Science, Special Issue on Enhancing Customer Engagement. doi:10.1007/s11747-024-01024-x

Meng, Matthew and Jessica Gamlin (equal authorship) (2023), “Sexually Explicit Advertisements Boost Consumer Recycling Due to Moral Cleansing Goal Activation,” Marketing Letters. doi:10.1007/s11002-023-09689-0

Gamlin, Jessica and Maferima Touré-Tillery (2023), “Consumer Goals and Motivation,” in Cambridge Handbook of Consumer Psychology (2nd Edition), eds. Michael I. Norton, Derek D. Rucker and Cait Lamberton, Cambridge, UK: Cambridge University Press. ISBN: 9781009243964

Touré-Tillery, Maferima and Jessica Gamlin (2023), “The Interplay Between Goal Systems and Identities,” in Goal Systems Theory: Psychological Processes and Applications, eds. Arie W. Kruglanski; Ayelet Fishbach; Catalina Kopetz, Oxford, UK: Oxford University Press. doi:10.1093/oso/9780197687468.001.0001

Gamlin, Jessica, Rachel E. Smallman, Kai Epstude, and Neal J. Roese (2020), “Dispositional Optimism Weakly Predicts Upward, Rather Than Downward, Counterfactual Thinking: A Prospective Correlational Study Using Episodic Recall,” PLOS ONE, 15 (8), 1-12. doi:10.1371/journal.pone.0237644

Gamlin, Jessica, Ping Dong, Aparna A. Labroo, and Aaron Robinson (2019), “Evoking Goals to Be Responsible: When Political Cues Increase Utilitarian Choice,” The Journal of the Association for Consumer Research, 4 (1), 87-96. doi:10.1086/700844