Jennifer Wiggins Johnson


Jennifer Wiggins JohnsonKent State University

Jennifer Wiggins Johnson is an Associate Professor in the Department of Marketing and Entrepreneurship at Kent State University. She holds a BBA in Business Management from the University of Massachusetts at Amherst, and an MA in Arts Administration and a PhD in Marketing from the University of Wisconsin-Madison. Prior to entering academia, Jennifer’s professional work has been in the areas of nonprofit and arts marketing, including positions in marketing and development for the Madison Boychoir, the Elvejhem Museum of Art, Williams College Department of Theatre, and the Contemporary American Theater Festival. She has consulted with nonprofit arts organizations on audience research, fundraising, and pricing strategies.

Jennifer’s research primarily 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. Jennifer 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 has also been an invited contributor to the Routledge Companion to Arts Marketing and the Handbook on Psychology of Motivation. Jennifer serves on the Scientific Committee of the International Association for Arts and Cultural Management and the Editorial Board for the International Journal of Arts Management. In 2015, she was named Associate Editor for Marketing for the International Journal of Arts Management.

Jennifer has taught Marketing Management, Marketing Strategy, Marketing Research, Consumer Behavior, Services Marketing, Marketing Tools, Customer Analysis and Entrepreneurial Tools at the undergraduate level, and Marketing Theory, Consumer Behavior, and College Teaching Methods at the PhD level. She has been awarded the Beta Gamma Sigma Professor of the Year Award and the Paul L. Pfeiffer Professional and Creative Teaching Award. Jennifer is currently the coordinator of the PhD Program in Marketing and Entrepreneurship at Kent State University.