Jocelyn Grabke

Ph.D. Candidate in Marketing

Contact Information

Overview

I am a Ph.D. candidate in Marketing at the Kellogg School of Management at Northwestern University. I will be on the job market in Fall 2024.

My research investigates consumers and experiences that deviate from consumption norms in the context of emerging trends in consumer spending.

Education

Ph.D. in Marketing (Consumer Behavior) | Kellogg School of Management, Northwestern University | 2025 (expected)

M.S. in Marketing (Consumer Behavior) | Kellogg School of Management, Northwestern University | 2021

i.B.B.A in Marketing | Schulich School of Business, York University | 2019

Research Interests

Savings, sustainability, nonconformity, expectancy violation

Research Under Review & In Preparation

Grabke, Jocelyn and Neal J. Roese, “The Image of Thrifting: Observer Reactions to Frugal Shopping Tactics,” in preparation.

Grabke, Jocelyn*, Matejas Mackin*, Seo Young Myaeng*, and Neal J. Roese, “Navigating the Unpredictable: Negative Unexpected Events Harm Material Brands More than Experiential Brands,” in preparation.

*Authors contributed equally.

Research in progress

Grabke, Jocelyn and Neal J. Roese, “Cash Doesn’t Count: Identifying the Willing and the Reluctant Consumers in the Shift to Digital Currency,” data collection in progress.

Grabke, Jocelyn and Maferima Touré-Tillery, “Unprecedented Times and Purse Strings: How Financial Instability Can Increase Spending on Others,” data collection in progress.

Grabke, Jocelyn and Maferima Touré-Tillery, “When Goals Conflict: The Antecedents to Navigating Choice between Self and Social Goals,” data collection in progress.

Grabke, Jocelyn and Neal J. Roese, “Multibrand Loyalty: The Role of Self-Expression in Determining Loyalty to Multiple Brands,” data collection in progress.

Grabke, Jocelyn and Neal J. Roese, “Just the Right Size: Understanding How Brand Attitudes Vary by Brand Size with Optimal Distinctiveness Theory,” data collection in progress.