Meryl P. Gardner

Associate Professor of Marketing

Department: Business Administration
Campus Address: 306 Alfred Lerner Hall
Newark, DE 19716
Phone: 302-831-1772


Meryl P. Gardner is an Associate Professor of Marketing at the Lerner College. She earned her bachelor’s degree from The Johns Hopkins University and her master’s and doctorate from Carnegie Mellon University. Her research interests involve viewing marketing opportunities through a consumer psychology lens with a focus on the influence of affect on consumer behavior and the role of marketing in socially positive behavior change.  She is particularly interested in the role of emotions in consumer psychology, and in consumer response to energy-efficient technologies and societally beneficial products. Her work has appeared in Journal of Marketing Research, Journal of Consumer Research, Journal of Retailing, Psychology and Marketing, Journal of Business Research, Journal of Consumer Psychology, Marketing Letters, Journal of Small Business Management, Journal of Advertising and other journals. She has taught several courses, including Marketing Research, Field Projects in Marketing, Consumer Behavior, and Marketing Channels and Retailing.  She isn’t much of a hobbyist, but does enjoy reading mysteries and lifting weights. 


  • B.A. - Johns Hopkins University
  • M.S. - Carnegie Mellon University
  • Ph. D - Carnegie Mellon University
  • Curriculum Vitae



Firestone, Jeremy, Cristina L. Archer, Meryl P. Gardner, John A. Madsen, Ajay K. Prasad, and Dana E. Veron, "Opinion: The time has come for offshore wind power in the United States," Proceedings of the National Academy of Sciences, 2015, 112(39), 11985-11988

Gardner, Meryl P., Brian Wansink, Junyong Kim and Se-Bum Park, "Better Moods for Better Eating?: How Mood Influences Food Choice," Journal of Consumer Psychology, Volume 24, Issue 3, July 2014, 320-335.

Parsons, George R., Michael K. Hidrue, Willet Kempton and Meryl P. Gardner, "Willingness to Pay for Vehicle-to-Grid (V2G) Electric Vehicles and Their Contract Terms," Energy Economics, 42, 2014, 313-324.

Nguyen, H. P., J.M. Munch, and M.P. Gardner, (2013) “Does Repeated Ad Exposure Impair or Facilitate Recall of Ads with Similar Affective Valence? An Exploratory Study,” Journal of Marketing Theory and Practice, 22(1) 25-40.

Gardner, M.P., (editor) Legends in Marketing – Morris B. Holbrook, Volume 3:  Emotions, Sage Publications, 2014.

Gardner, M.P., “Interview,” in Legends in Marketing – Morris B. Holbrook, Volume 3:  Emotions, edited by Meryl P. Gardner, Sage Publications, 2014.

Gardner, M.P., “Introduction,” in Legends in Marketing – Morris B. Holbrook, Volume 3:  Emotions, edited by Meryl P. Gardner, Sage Publications, 2014.

Gardner, M.P., “Consumer Moods,” Encyclopedia of Consumer Culture, forthcoming.

Gardner, M.P., R.M. Golinkoff, K. Hirsh-Pasek, D. Heiney-Gonzalez, "Marketing Toys without Playing Around," Young Consumers: Insight and Ideas for Responsible Marketers, Vol. 13 Iss:4, 2012, pp. 381–391.

Hidrue, M., G. Parsons, W. Kempton, and M.P. Gardner, “Willingness to Pay for Electric Vehicles and their    Attributes” Resource and Energy Economics, 33 (2011) 686–705.

Most frequently downloaded article: April – June 2011. Reviewed in EV Insider – Edition 11.39/ 25 September 2011 “Who buys ev’s and why”

Pechmann, C., E. Moore, A. Andreasen, P.M. Connell, D. Freeman, M.P. Gardner, D. Heisley, C. Lefebvre, D. Pirouz, R.L. Soster, (2011) "Navigating the Central Tensions in Research on Consumers who are at Risk: Challenges and Opportunities" Journal of Public Policy & Marketing.

Gardner, M.P. "Mood States and Consumer Behavior: A Critical Review," Journal of Consumer Research, Vol. 12, No. 3 (December) 1985, pp. 281‑300.

Awards & Honors

Department of Business Administration Outstanding Scholarship Award. May 19, 2015.

"Mood States and Consumer Behavior: A Critical Review" listed in the top twenty most cited articles in Journal of Consumer Research during the past three years. February 2011.

“Field of Dreams:  An Informal Examination of the Discipline of Consumer Behavior as Defined by Doctoral Seminar Reading Lists”, by Rajiv Vaidyanathan recognized "Mood States and Consumer Behavior: A Critical Review," as an essential assigned reading for doctoral seminars based upon the frequency with which it is assigned. 

Faculty Participant at 2015 Tony Pecotich Macromarketing Doctoral Consortium. June 25, Chicago, IL.

Selected and funded by the President’s Diversity Initiative to participate in the Faculty Success Program, Summer 2012.

Nominated to the University Faculty Senate for the “Excellence in Teaching Award”, 2003.

Coached a student team to semi-finalist status in the 2003 Leonard J.Raymond Collegiate Echo Competition sponsored by the Direct Marketing Education Foundation, 2003.

Selected and funded by the Center for Teaching Effectiveness to attend IDEA Seminar, "Rethinking the Learning/Teaching Process," Baltimore, MD, October 6-8, 1999.

Steffey Chair Award for Best Paper, "The Role of Affect in Marketing Conference," University of California - Riverside, Riverside, CA, June 2, 1995.

Distinguished Senior Faculty Research Award, University of Delaware, Department of Business Administration (1992).

Gardner, M.P. and M. Houston "The Effects of Verbal and Visual Components of Retail Communications," Journal of Retailing, Vol. 62, Number 1, (Spring) 1986, pp. 64‑78. Winner of Journal of Retailing Honorable Mention for Volume 62.       

"Mood States and Consumer Behavior: A Critical Review," listed as one of the classic articles ever published in Journal of Consumer Research as determined by the number of times it has been cited annually, (Reference: "Assessing the Influence of Journal of Consumer Research: A Citation Analysis," J. Cote, S. Leong and J. Cote, Journal of Consumer Research, Vol. 18, No. 3, December 1991).


Delaware Sea Grant "Social Dimensions of Offshore Wind Development on the Delmarva Peninsula" $6,361,130.00

Department of Energy Grant (MAST372416), "Vehicle-to-Grid Demonstration," Willett Kempton, Principle Investigator (2008-2010)

Google Foundation Grant (MAST432264), "Megawatt V2G Power Plants," Willett Kempton, Principle Investigator (2007-2008)

Lerner College of Business and Economics, University of Delaware, Summer Research Grants (1988, 1989, 2005, 2007, 2008)

University of Delaware International Travel Award, International Office (1998, 2006)


MBA Business Consulting Projects

Field Projects in Marketing

Marketing Channels and Retailing

Marketing Research

Introduction to Marketing


The Lerner College is home to a state-of-the-art financial trading facility, the $1.5 million student-led Blue Hen Investment Club, a student-managed restaurant and hotel, a high-technology development center of a global bank and a start-up experience for students with new business ideas.

Undergraduate scholarships, made possible through the generosity of alumni and friends, enable us to support promising scholars. Here, Delaware Gov. Jack Markell and his mother, Leni Markell, join recipients of the William Markell Scholarship (center), which benefits students in Accounting and MIS.

The Institute for Financial Services Analytics is a collaboration between the Lerner College, UD's College of Engineering and JPMorgan Chase, and hosts events for academics and the business community designed to address consumer analytics and industry applications.

All Lerner College departments offer discovery learning experiences and emphasize data-based analytics to enrich the student experience. Here, students at Vita Nova, our award-winning restaurant run through HRIM, joined professional chefs and winemakers in hosting a 2014 Mid-Atlantic Wine and Food Festival event.

Lerner College faculty - like Meryl Gardner, whose research on foods and moods was recently published in the Journal of Consumer Psychology - are thought leaders who command attention from influential business audiences, economists and policy makers.

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