Erin Percival Carter

Behavioral scientist studying how people make meaning in the marketplace—through what they buy, what they make, and what they believe is right.

Research Teaching CV

I’m an Associate Professor of Marketing at the University of Maine, where I use experiments and data to understand consumer judgment and decision-making.

My research focuses on questions at the intersection of consumer behavior and moral judgment and decision making: How do people pursue meaning versus pleasure? When do prices feel unfair? Why might a flawed product be more appealing than a perfect one?

I’m also a co-founder of the BARD Institute, working to bring rigorous business thinking to sustainable agriculture in Maine.

How I Work

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Research

Using behavioral experiments to understand how consumers think about meaning, morality, authenticity, and sustainability.

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Teaching

I primarily teach consumer behavior, sales, marketing research. Building courses on the psychology of time and moral decision-making.

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Practice

Through BARD, connecting small-scale agricultural producers with the business insights they need to thrive.

Current Focus

Navigating Risk in Food Systems

I’m currently investigating how Maine can communicate about PFAS contamination in ways that inform consumers without unfairly damaging perceptions of all Maine-grown food. This work sits at the intersection of risk perception, regional branding, and the psychology of trust.

I’m also developing new courses on the psychology of time management and moral judgment in business—topics I wish someone had taught me earlier in my career.

Explore my research →