Meryl 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



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, forthcoming.

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

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

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

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

"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. 

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).


Marketing Channels and Retailing

Marketing Research

Field Projects in Marketing

The Lerner College is home to a state-of-the-art financial trading facility, the $1.4 million student-led Blue Hen Investment Fund, 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.

Lerner College faculty - like Anu Sivaraman, who is among Social Media Marketing Magazine’s “Top 100 Marketing Professors on Twitter” and’s “Top 50 Marketing Professors on Twitter” - are thought leaders who command attention from influential business audiences, economists and policy makers.

All Lerner College departments offer experience-driven learning and emphasize evidence-based analytics methods to enrich the student experience. Here, finance students visit New York City’s financial districts for a first-hand look at markets trading and to meet with UD alumni.

Charles W. Horn, AS75, and wife Patricia, recently made a $3 million commitment to enhance and expand entrepreneurial studies.

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