Dr. Jennifer Taylor


Ph.D. Marketing, Georgia State University, 2011
MBA, Georgia State University, 2005
BS, Clemson University, 1999

Joined the faculty in 2018

  • Research Interests:  Habit formation, automatic decision making, automaticity, transformative consumer research
  • Teaching Interests:  Consumer behavior, marketing research, retail management, social entrepreneurship


Jennifer Taylor received her B.S. from Clemson University and her M.B.A and PhD in Marketing from Georgia State University.  She has taught at Georgia Gwinnett College, the University of Alabama at Birmingham, and Texas A&M Kingsville. 

Her research interests include how people form, break and change habits that improve their health and well-being and understanding how organizations and health care providers can design products, services and interventions that facilitate the creation and sustainment of habits that promote health and well-being. 

Selected Publications

  • Performance of Professional Service Firms from Emerging Markets: Role of Innovative Services and Firm Capabilities, Journal of World Business (2016)
  • From Trait to State: Understanding Privacy Concerns, Journal of Consumer Marketing (2015)
  • Factors that influence the implementation of collaborative RFID programs, Journal of Business and Industrial Marketing (2010)
  • What is Behavioral Entrenchment? A Conceptual Model and Explication. (working paper)
  • Facilitative Habits and their Role in Behavioral Entrenchment (working paper)


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