معرفی
Jennifer Tatara serves as an Assistant Professor of Marketing in the Driehaus College of Business at DePaul University. Her research integrates biometric methodologies with strategic consumer behavior analysis, focusing on real-world business applications.
Her academic credentials include:
- PhD, Marketing, University of Memphis, 2021
- BS, Management, University of Tampa, 2014
Dr. Tatara's research centers on consumer-based strategy, crisis management, and consumer neuroscience. She employs advanced biometric tools including eye-tracking, EEG, GSR, and heart rate sensors to decode consumer responses in high-stakes scenarios. Her work bridges theoretical marketing frameworks with practical risk management applications, particularly examining how consumers process information during crises.
She has published in the Journal of Business Research and Marketing Education Review, with presentations at major conferences including the American Marketing Association and Society for Marketing Advances. Her industry background as an associate broker at Aon Risk Solutions informs her applied research approach.
Prior to academia, she worked as an associate broker at Aon Risk Solutions in Miami. During doctoral studies, she managed the Customer Neuro-Insights Research Lab at the University of Memphis, gaining extensive hands-on experience with neuro-marketing technologies.
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