Emma Gibbons

Emma Gibbons is an Assistant Professor of Marketing at the Ohio University College of Business and serves as Associate Director of Client Relations at the Center for Consumer Research & Analytics (CRA). She holds a Ph.D. and MBA in Marketing from the University of Texas at San Antonio and a B.S. in Business Management (Marketing Emphasis) from Brigham Young University.

Her research focuses on consumer identity dynamics, prosocial behavior, identity conflict, and survey methodology. Notable projects include exploring how identity conflict influences donation decisions and investigating cause-related information’s impact on consumer purchasing for social enterprises. She has presented work at top conferences like the Association for Consumer Research, Society for Consumer Psychology, and American Marketing Association.

Awards include the 2024 UTSA Marketing Doctoral Student of the Year, 2023 Outstanding Graduate Teaching Award, and a 2019-2023 Doctoral Fellowship. Her advisory role at CRA involves bridging academic research with industry needs, reflecting her prior experience as a research analyst at Qualtrics, where she collaborated with major brands like Nike and Google on survey design and consumer insights.

Her work emphasizes practical applications of consumer behavior theories, particularly in enhancing survey quality and understanding minority consumer experiences. Current research trends include the interplay between consumer identity and ethical consumption decisions, leveraging both qualitative and quantitative methodologies.