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Jonathan Hasford

Douglas and Brenda Horne Professor of Business, University of Tennessee

Jonathan Hasford is the Douglas and Brenda Horne Professor of Business in the Haslam College of Business at the University of Tennessee. Jonathan holds a Ph.D. in Marketing from the University of Kentucky, and M.B.A. from the University of Kentucky, and a B.S. in Business Management from the University of Louisville.

Jonathan’s research is primarily focused on how emotions influence consumer decision making. Specifically, Jonathan has studied how emotions transfer between unrelated persuasion messages and how training emotional intelligence can lead to healthier eating. Jonathan’s research has appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of Experimental Social Psychology, and the International Journal of Research in Marketing.

Jonathan has previously taught at the University of Nevada, Florida International University, and the University of Central Florida. Jonathan has taught at the undergraduate, master’s, and doctoral level in a variety of courses including Principles of Marketing, Integrated Marketing Communications, Data Analysis, and Advertising and Persuasion. Jonathan has also served as a special topics lecturer for the Professional Selling Program at the University of Central Florida, providing a specialized emotional intelligence training program to sales students.

Jonathan also contributes to the field of Marketing by serving on the editorial review board at the Journal of Retailing and Journal of Business Research. Jonathan has also served as an ad-hoc reviewer for several marketing and psychology journals.


  • 2021–present
    Associate professor of Marketing, University of Tennessee