Jessica Gamlin

Jessica Gamlin is an Assistant Professor of Marketing at the Lundquist College of Business, University of Oregon. Her research focuses on consumer behavior, particularly how goals, motivation, and identity shape brand and product choices.

• PhD, Marketing, Northwestern University (2019)
• MBA, HEC Paris (2012)
• BA, Economics, University of Pennsylvania (2006)

Her work explores themes like means-goal conflict, moral cleansing in advertising, and identity-driven consumption. Recent publications highlight how political cues influence utilitarian decisions and the negative social impacts of indulgent influencer content.

Notable awards include the Goulet Outstanding Research Award (2025) and multiple Excellence in Undergraduate Teaching recognitions (2021–2024). She is affiliated with the Center for Sustainable Business Practices and contributes to academic discourse through journals like Journal of Consumer Research and Marketing Letters.