Carol L. Jones is an associate professor at the University of Alabama and the M. Thomas Collins Jr. Faculty Fellow in E-Commerce. She is a PhD graduate from the University of Tennessee in Knoxville. Her research focuses on retail shopper behavior, most often concentrating on how the shopper reacts to embarrassment and privacy invasions. She also examines retail impact variables and frontline employee factors. Carol’s work has been published in the Journal of the Academy of Marketing Science, Journal of Retailing, Harvard Business Review, Journal of International Business, and the Journal of Operations Management, among others. She was recently selected for the 2019 AMA Retail & Pricing SIG Emerging Scholar Award and currently serves as the SIG’s co – chair.