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Jackie Eastman - Georgia Southern University. Statesboro, GA, US

Jackie Eastman

Professor | Georgia Southern University


Jackie Eastman is an expert in marketing research and buyer behavior.



Jackie Eastman is a professor of marketing (Ph.D., Florida State University) who has been at Georgia Southern University since 2007. As a faculty member, she has taught undergraduates (marketing research, buyer behavior, marketing management), MBA students (strategic marketing and in the Georgia WebMBA program), Ph.D. students (buyer behavior seminar) and Principles of Marketing.

As a researcher, Jackie Eastman has more than 75 journal articles including publications in the Journal of Academy of Marketing Science, Journal of Business Research, Journal of Business Ethics, Journal of Advertising, Journal of Consumer Marketing, Journal of Marketing Theory & Practice, Marketing Management Journal, Journal of Marketing Education, Journal of Education for Business, and Marketing Education Review, among others. Her research work has been cited numerous times in the literature. A recent 2012 article in the Journal of Consumer Marketing coauthored with Dr. Jun Liu, “The Impact of Generational Cohorts on Status Consumption: An Exploratory Look at Generational Cohort and Demographics on Status Consumption,” has been commended for being among the most highly downloaded articles in the journal for articles published in the past two years, having received 1000+ downloads.

Her undergraduate teaching has involved both the traditional classroom as well as online. With the Georgia WebMBA program, she has been a part of the program since 2001. She is the course lead for the WMBA 6050 Strategic Marketing course responsible for overseeing the course, the assessment of learning objectives, and training new faculty teaching the course. Her work in the WebMBA program has been recognized with the Georgia WebMBA Ken Stanley Outstanding Faculty of the Year award multiple times (2006-2007, 2009-2010, and 2011-2012 – for two different cohorts). With the Ph.D. program in Logistics, she served 3 dissertation committees (including Stephanie Thomas) and chaired two additional dissertation committees.

Eastman is very involved with training her students to be scholars (both on the undergraduate and graduate level). Her students have been involved with the Phi Kappa Phi Research Symposium (2009) and the Graduate Research Symposium (2013). Her research co-authored with students at Georgia Southern have resulted in six journal publications and six conference pieces along with three solo student pieces at external peer-reviewed outlets.

Areas of Expertise (9)

Online Pedagogy

Status Consumption

Strategic Planning for Making Marketing Plans

Marketing Management

Marketing Research

Buyer Behavior

MBA Marketing Strategy

Luxury Marketing


Accomplishments (6)

William A. Freeman Professor of the Year


Rutherford Award for Excellence in Teaching & Service in the MBA


William A. Freeman Professor of the Year


Jane White Marketing Scholar Award


W.A. & Emma Lou Crider Faculty Award for Excellence in Teaching


Brown & Williamson Tobacco Corporate Faculty Enrichment Award


Education (2)

Florida State University: Ph.D., Marketing Support Area: Psychology 1993

The Ohio State University: B.S., Marketing 1986

Articles (5)

Encouraging consumer charitable behavior: The impact of charitable motivations, gratitude, and materialism

Journal of Business Ethics

Dora E Bock, Jacqueline K Eastman, Kevin L Eastman

2018 The United States is one of the most charitable nations, yet comprises some of the most materialistic citizens in the world. Interestingly, little is known about how the consumer trait of materialism, as well as the opposing moral trait of gratitude, influences charitable giving. We address this gap in the literature by theorizing and empirically testing that the effects of these consumer traits on charitable behavior can be explained by diverse motivations. We discuss the theoretical implications, along with implications for charitable organizations, and offer suggestions for future research.

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Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults

Psychology & Marketing

Jacqueline K Eastman, Rajesh Iyer, C David Shepherd, Angelina Heugel, Don Faulk

2018 A three‐study examination of young adults suggests that their motivation for status in terms of their luxury fashion purchase intentions is impacted by a bandwagon effect. In Study 1, qualitative research informs what fashion items represent status to young adults, how they view these items, and how they view others owning these items. In Study 2, survey research establishes the link between the motivation for status (status consumption) and purchase intention/ownership of these fashion items. In Study 3, a national survey of young adults examines what mediates and moderates the motivation for status to lead to luxury fashion purchase intentions. Results from the three studies indicate that status consumption has a positive impact on purchase intention of luxury fashion. This research also finds that cultural variables have an impact (mediate) the relationship between status consumption and purchase intention. Specifically, collectivism, uncertainty avoidance, power distance, and masculinity mediate the relationship between status consumption and purchase intention. Finally, the moderating impact of the bandwagon effect has a significant effect on the relationship between status consumption and fashion purchase intention for the cultural variables of uncertainty avoidance, long‐term orientation, and power distance. Implications for marketers are provided based on the findings.

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A comparative assessment of win-win and win-lose negotiation strategy use on supply chain relational outcomes

The International Journal of Logistics Management

Stephanie Thomas, Jacqueline K Eastman, C David Shepherd, Luther Trey Denton

2018 The purpose of this paper is to study the relational impact of using win-win or win-lose negotiation strategies within different types of buyer-supplier relationships.

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The effect of a limited-edition offer following brand dilution on consumer attitudes toward a luxury brand

Journal of Retailing and Consumer Services

Hyunju Shin, Jacqueline K Eastman, David Mothersbaugh

2017 This research examines the impact of a luxury limited-edition offer in the face of core brand image dilution of a luxury brand. Through utilizing two millennial subgroups (college- vs. post-college age) as research participants in two studies, the findings suggest that in a brand dilution condition, the limited-edition product enhances consumers’ attitudes toward the luxury brand and that these effects are more pronounced for consumers with a higher self-presentation motive. We also find that college-age millennials are more strongly influenced by social influences than post-college age millennials. The implications for academic researchers and luxury brand retail managers are discussed.

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The impact of the motivation for status on consumers’ perceptions of retailer sustainability: the moderating impact of collectivism and materialism

Journal of Consumer Marketing

Mertcan Tascioglu, Jacqueline K Eastman, Rajesh Iyer

2017 This paper investigates consumers' perceptions of status motivations on retailers' sustainability efforts and whether collectivism and materialism moderate this relationship, and indicates that the link between status motivation and sustainability perceptions is stronger for more collectivist consumers.

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