Jessica Gamlin is an academic researcher specializing in marketing, with a focus on consumer behavior. Her research explores the goals consumers adopt, the factors affecting their motivation to pursue those goals, and their tendencies toward self-sabotage during goal pursuit. She also examines the role that products and brands play during goal pursuit, delving into what consumers perceive as "instrumental" in achieving their goals and why. Gamlin leverages the context of novel technologies—social media, cryptocurrency, and bots—to investigate how consumers' goals affect their online behaviors.