Emma Gibbons

Education:

• Ph.D. Marketing, University of Texas at San Antonio, 2024
• M.B.A, University of Texas at San Antonio
• B.S. Business Management - Marketing Emphasis, Brigham Young University

Research Interests:

• Consumer Identity
• Identity Conflict
• Prosocial Behavior
• Minority Consumers
• Survey Methods

Presentations:

• “Survey Design with Data Quality in Mind,” *Emma Gibbons. Presented at Sawtooth Analytics & Insights Summit, 2024.
• “Identity Conflict or Power Struggle? The Interplay of Identity Conflict and Power in Donation Decisions,” *Emma Gibbons. Presented at American Marketing Association Winter Conference, 2024.
• “Philanthropy vs. Functionality: The Impact of Cause-Related Information on Purchase Intention for Social Enterprises,” *Emma Gibbons, Pallav Routh, Bonnie Simpson, and Suman Basuroy. Working paper at UTSA R1 to 30 Conference, 2023.
• “Rating Inflations in Two-Way Rating Systems – The Role of Perceived Closeness,” *Emma Gibbons, Jihye Jung, and Yongseok Kim. Presented at Society for Consumer Psychology Conference, 2023.
• “Philanthropy vs. Functionality: The Impact of Cause-Related Information on Purchase Intention for Social Enterprises,” *Emma Gibbons, Pallav Routh, Bonnie Simpson, and Suman Basuroy. Working paper at American Marketing Association Winter Conference, 2023.
• “Cause vs. Product Orientation for Social Enterprises,” *Emma Gibbons, Pallav Routh, Bonnie Simpson, and Suman Basuroy. Presented at UTSA Internal Seminar Series, 2022.
• “Rating Inflations in Two-Way Rating Systems – The Role of Perceived Closeness,” *Emma Gibbons, Jihye Jung, and Yongseok Kim. Presented at Association for Consumer Research Conference, 2021.
• “Applying Research Methodology Best Practices,” *Emma Gibbons and Steven Snell. Presented at Qualtrics X4 Experience Management Summit, 2019.

Awards:

• UTSA Marketing Doctoral Student of the Year Award, 2024
• UTSA Outstanding Graduate Teaching Award, 2023
• UTSA PhD Excellence Fund Award Recipient, 2021-2024
• UTSA Doctoral Fellowship, 2019-2023

BIO

Emma Gibbons is an Assistant Professor of Marketing at Ohio University. She currently teaches Consumer Behavior and serves as a faculty advisor in the Center for Consumer Research and Analytics. She received her PhD in Marketing and MBA from the University of Texas at San Antonio and her BS in Business Management (Marketing Emphasis) from Brigham Young University. Prior to joining academia, she worked as a research analyst at Qualtrics and consulted with many of today’s top brands (including Nike, Google, and Microsoft) in the areas of survey methodology and consumer research design. Emma's academic research is focused on the influence of consumer identity on prosocial behavior,  identity conflict, social enterprises, and research methodology. Her work in these areas has been presented at top conferences in the marketing field, including the Association for Consumer Research, Society for Consumer Psychology, and the American Marketing Association. She has also been invited to give several talks on the importance of high-quality survey design at both academic- and practitioner-oriented events.