Meryl P. Gardner | Lerner
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University of Delaware - Alfred Lerner College of Business & Economics

Meryl P. Gardner

Photograph Image of Meryl Gardner
Title Professor of Marketing
Office 306 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

  • 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”

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)