Curriculum Vitae
Erin Percival Carter
Contact
Erin Percival Carter · Associate Professor of Marketing Maine Business School, University of Maine
5723 Donald P. Corbett Business Building, Orono, ME 04469-5723 erin.p.carter@maine.edu · erinlpc.com Office: (207) 481-4944
Education
Ph.D., Marketing Leeds School of Business, University of Colorado Boulder, 2017
Bachelor of Science, Marketing University of Wyoming, 2010
Research Interests
Judgment and Decision Making · Well-Being · Authenticity · Morality · Sustainability and Food Systems
Publications
Painful Prices: A Moral Harm Approach to Price Fairness Campbell, Margaret C., Justin Pomerance, and Erin Percival Carter Journal of Consumer Research, 2025
Reframing and Restructuring Organizational Strategies for Addressing Workplace Harassment and Discrimination in the Workplace Percival Carter, Erin, and William G. Obenauer Group & Organization Management, 2025
Consumers’ minimum time investments in meaningful consumption Percival Carter, Erin, Lawrence E. Williams, Nicholas Light Marketing Letters, 2023 DOI →
What Was Yours is (For Now) Mine: Prior User Knowledge Reduces Product Satisfaction but Can Improve Experiential Satisfaction in Access-Based Consumption Stough, Rusty and Erin Percival Carter Journal of Consumer Behavior, 2023
Power and the Perception of Pregnancy in the Academy: Reflection, Review, and Recommendations for Institutional Change Percival Carter, Erin Gender, Work & Organization, 2023 DOI →
Designing and Distinguishing Meaningful Artisan Food Experiences Percival Carter, Erin, and Stephanie Welcomer Sustainability, 2021 DOI →
Being Funny is Not Enough: Negative Feelings Predict When Humor is Persuasive Warren, Caleb, Erin Percival Carter, and A. Peter McGraw International Journal of Advertising, 2019
Working Papers
Control Without Consensus: Innovation Pressures in Tension with Consumer Preferences in Controlled Environment Agriculture Entsminger, Jason, Lucy McGowan, and Erin Percival Carter Preparing for Submission · Target: Science, Technology, and Human Values
Messages that Help Consumers of Maine Food Navigate PFAS Information Percival Carter, Erin, Caroline Noblet, and Qiujie (Angie) Zheng Discussing outlets with co-authors
Give a Little Bit: Consumers Ask More of Women Entrepreneurs Percival Carter, Erin, Jennifer Dinger, and Molly Rapert Submitting · Target: Journal of Research in Marketing and Entrepreneurship
How Hype Helps and Hinders Well-Being Percival Carter, Erin, Lawrence Williams, and A. Peter McGraw Preparing for submission Based on 3rd essay of dissertation research
In Pursuit of Imperfection: Flawed Products Reduce Process Uncertainty Percival Carter, Erin, and A. Peter McGraw Preparing for submission · Target: Food Quality and Preference
Adapting Hackathons for Online Marketing Education Percival Carter, Erin Preparing for submission
Price Gouging at the Pumpkin Patch? Expense Neglect in Agritourism Leads to Perceptions of Price Unfairness Percival Carter, Erin Data collected, writing in progress
Is Food Art? Looking at the Role of Food Entrepreneurs as Artists Percival Carter, Erin, Jason Entsminger, and Rusty Stough Writing in progress
Agricultural Work-Based Learning Fosters Business Students’ Interest in Pursuing Agricultural Careers Welcomer, Stephanie, and Erin Percival Carter Writing in progress
Humor Production and Perceptions of Psychological Health McGraw, A. Peter, Erin Percival Carter, and Jennifer Harman Preparing for submission Available at https://ssrn.com/abstract=2727829
Grants
Awarded
The Agritourism Premium: Culinary Trails as an Experiential Marketing Strategy for State-Branded Farm, Fish, and Fiber Products $14,091 · 2024 · Northeast SARE · PI
BARD (Business, Agriculture, and Rural Development) Technical Assistance Pipeline $292,000 · 2022 · US Congressionally Directed Spending (Senators Collins and King) · Co-Developer and Key Personnel
Submitted & Pending
Burnout Contagion – Network Effects of Employee Burnout Spillover on Interdependent Organizations $288,127 · 2025 · NSF · Co-PI
PFAS Risk Perception and Communication: Hypersensitivity to Language, Insensitivity to Dose $50,233 · 2025 · UMaine Research Funding Opportunity · Co-PI · Notice expected October 2025
Expanding solar projects at the University of Maine, grazing dairy heifers at Witter Farm $49,875 · 2025 · US DOE LASSO · Co-PI · Final decisions pending
PARTNERSHIP: Sustainable Agrofood, Consumer Response, and Venturing: Uncertainty Reduction within the context of Controlled Environment Agriculture $807,822 · 2024 · USDA, NIFA · Co-PI · Final decision pending
OffshoreWind4Maine: 2.0 Offshore Wind Workforce Development Academy $496,918 · 2024 · State of Maine Governor’s Office · Co-PI
Awards & Honors
- Maine Business School Excellence in Research Award (2024)
- Nominated for MBS Teaching Award (2022, 2023)
- Selected by Beta Gamma Sigma students for induction (2021)
- University of Maine nominee for Donald Harward Award for Excellence in Service Learning (2021)
- University of Maine CUGR Faculty Fellow (2020-2021)
- Maine Business School Dean’s Research Award (2019)
- Qualtrics Behavioral Research Grant (2015)
- AMA Sheth Doctoral Consortium Fellow (2015)
Teaching
Current Courses
- MKT 382 · Consumer Behavior
- MKT 374 · Personal Selling and Sales Management
- MKT 378 · Marketing Research
Service
Journal Reviewing
Journal of Marketing · Journal of Consumer Research (Trainee) · International Journal of Research in Marketing · International Journal of Advertising · British Food Journal · Humor: International Journal of Humor Research · Association for Consumer Research Conference
Professional Affiliations
Society for Agriculture and Human Values · American Marketing Association · Association for Consumer Research · International Positive Psychology Association · Society for Consumer Psychology · Society for Personality and Social Psychology
Public Service
- Maine Fibershed, Steering Committee Member
- The Maine Food Strategy, Steering Committee Member
- Orono Town Council Ad-Hoc Committee on Diversity Equity and Inclusion, Associate Member and Data Consultant
Professional Experience
Co-Founder & Director · BARD Institute Orono, ME · Present
Director and Principal Behavioral Science Consultant · ELPC, LLC Orono, ME · Present
Digital and Interactive Marketing Coordinator · University of Wyoming Laramie, WY · 2011-2012
Marketing Manager · The Blue Sky Group Inc. Laramie, WY · 2010-2011