Dr. Jennifer Wiggins is Associate Professor of Marketing and Entrepreneurship at Kent State University. She holds a Ph.D. in Marketing and an M.A. in Arts Administration from the University of Wisconsin-Madison.
Wiggins' research focuses on consumers’ willingness to donate to nonprofit organizations, willingness to pay for arts experiences, and willingness to contribute to new arts and social ventures. She has published her work in the Journal of Marketing, the Journal of Consumer Psychology, the Journal of Business Research, Psychology & Marketing and the International Journal of Arts Management. She is currently the Associate Editor for Marketing for the International Journal of Arts Management and the coordinator of the PhD Program in Marketing and Entrepreneurship.
Prior to entering academia, Wiggins' professional work has been in nonprofit and arts marketing, including positions in marketing and development for the Madison Boychoir, the Elvejhem Museum of Art, and the Contemporary American Theater Festival. She has also consulted with nonprofit arts organizations on audience research, fundraising, and pricing strategies.
Wiggins has taught Marketing Tools, Customer Analysis, Consumer Behavior, Marketing Management, Marketing Strategy, Marketing Research, Services Marketing and Entrepreneurial Tools at the undergraduate level, and Marketing Theory, Consumer Behavior, and College Teaching Methods at the PhD level. Wiggins has been awarded the Beta Gamma Sigma Professor of the Year Award and the Paul L. Pfeiffer Professional and Creative Teaching Award for her work with KSU undergraduate students.
Ph.D., Marketing, University of Wisconsin-Madison, 2006, M.A., Arts Administration, University of Wisconsin-Madison, 2001, B.B.A., Business Management, University of Massachusetts, 1996
Charitable Donations, Arts Marketing, Nonprofit Marketing
Johnson, Jennifer Wiggins and Annie Peng Cui. (2013). To Influence or Not to Influence: External Reference Price Strategies in Pay-What-You-Want Pricing. Journal of Business Research, 66(2), pp. 275-281.
Johnson, Jennifer Wiggins and Pamela Grimm. (2010). Communal and Exchange Relationship Perceptions as Separate Constructs and Their Role in Motivations to Donate. Journal of Consumer Psychology, 20(3), pp. 282-294.
Peck, Joann and Jennifer Wiggins. (2006). It Just Feels Good: Customers Affective Response to Touch and Its Influence on Persuasion. Journal of Marketing, 70(October), pp. 56-69.