Meryl P. Gardner

Photograph Image of Meryl Gardner
Title Professor of Marketing, Area Head - Marketing
Office 320 Alfred Lerner Hall


Meryl P. Gardner is a 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. 


  • Ph.D., Carnegie Mellon University
  • M.S., Carnegie Mellon University
  • B.A., Johns Hopkins University

Select Publications

  • Weber, T.J., Chris Hydock, William Ding, Meryl Gardner, Pradeep Jacob, Naomi Mandel, David E. Sprott, and Eric Van Steenburg, “Political Polarization: Challenges, Opportunity, and Hope,” Journal of Public Policy and Marketing, forthcoming,
  • Russell, Aaron, Jeremy Firestone, David Bidwell, and Meryl Gardner, “Place Meaning and Consistency with Offshore Wind: An Island and Coastal Tale,” Renewable and Sustainable Energy Reviews, Volume 132, October 2020, 110044
  • Firestone, Jeremy, Christine Hirt, David Bidwell, Meryl Gardner, and Joseph Dwyer, “Faring well in offshore wind power siting? Trust, engagement and process fairness in the United States,” by  Energy Research & Social Science, Vol 62, April 2020, 101393
  • Firestone, Jeremy, David Bidwell, Meryl Gardner, and Lauren Knapp, “Wind in the Sails or Choppy Seas?: People-Place Relations, Aesthetics and Public Support for the United States’ First Offshore Wind Project,” Energy Research & Social Science, 2018
  • Minton, Elizabeth, Frank Cabano, Meryl P. Gardner, Daniele Mathras, Esi A. Elliot, and Naomi Mandel, “LGBTQ and Religious Identity Conflict in Service Settings,” Journal of Services Marketing, Issue 4/5, pp 351-361,  2017.
  • Karpyn, Allison, Michael Allen, Samantha Marks, Nicole Filion, Deborah Humphrey, Ai Ye, Henry May, and Meryl P. Gardner, “Pairing Animal Cartoon Characters with Produce Stimulates Selection among Child Zoo Visitors,” Health Education & Behavior, 2016, 1-9.
  • 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.
  • Gardner, M.P., “Consumer Moods,” Encyclopedia of Consumer Culture.
  • 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.
  • Gardner, Meryl P. (1985),”Mood States and Consumer Behavior: A Critical Review,” Journal of Consumer Research, 12(3), 281‑300.
  • Gardner, Meryl P. (1985),”Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set?,” Journal of Marketing Research, 22 (2), 192 ‑198.
  • Gardner, Meryl P. (1983),”Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations,” Journal of Consumer Research, 10(3),310‑318.

Awards & Honors

  • Department of Business Administration Outstanding Scholarship Award, 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, 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, Chicago, IL, 2015
  • Selected and funded by the President’s Diversity Initiative to participate in the Faculty Success Program, 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, 1999
  • Steffey Chair Award for Best Paper, “The Role of Affect in Marketing Conference,” University of California – Riverside, Riverside, CA, 1995
  • Distinguished Senior Faculty Research Award, University of Delaware, Department of Business Administration, 1992

Curriculum Vitae

Download Meryl P. Gardner’s CV (PDF)