Caroline Graham Austin



Dr. Graham Austin

Associate Professor of Marketing

Office: 248 Jabs Hall


Phone: (406) 994-6193

BMKT 325 - Principles of Marketing
BMKT 337 - Consumer Behavior
BMKT 491 - Special Topics: Farm to Market



In the News:

MSU Faculty Win $86,000 Grant to Continue Interdisciplinary 'Farm to Market' Course
MSU Research Team to Produce Documentary About State's Microbreweries

2014 TEDxBozeman presentation

Research Interests

Transformative consumer research

Consumer culture theory

Human-centered design

Strategic empathy

Expertise & Service

  • Qualitative data collection and analyses
  • Interdisciplinary research collaborations
  • Chair, MSU Women's Faculty Caucus, 2012-2014
  • Member, President's Commission on Status of University Women, 2013-2015


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Graham Austin’s research centers on consumer perceptions and emerging strategic marketing paradigms. She is particularly interested in people’s use of consumption—and non-consumption—as a means of  communication. She focuses on how consumers deliberately use consumption in order to pursue higher-order personal and community goals. As such, she has studied consumer perceptions of gift cards vs. gifts, Montana’s craft brewing industry, and the barefoot-running movement.

Dr. Austin has recently worked on interdisciplinary research collaborations related to suicide prevention and intervention in Montana, farm-to-table innovations, and mobile user-centered technologies to help manage Type 1 diabetes.

Google Scholar profile:

ResearchGate profile:


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Selected Publications

  • "50 Shades of Grey: Consumers and Conceptual Compromise," co-authored with Justin Wilder Angle, Advances in Consumer Research, Vol. 42. (2014)
  • "Using Social Media to Cultivate Positive Community Norms," co-authored with Jeff Linkenbach, Sarah Keller, and Jay Otto, Organizations and Social Networking: Utilizing Social CRM to Engage Consumers, Eldon Y. Li, Stanley Loh, Cain Evans and Fabiana Lorenzi, eds. (2013)
  • "First Choice? Last Resort? Social Risks and Gift Card Selection," co-authored with Lei Huang, Journal of Marketing Theory and Practice, Vol. 20 (3). (2012)

Video Ethnographies:

  • “The Runners’ (R)evolution,” Association for Consumer Research, North American Annual Conference, Chicago. (2013)
  • “Beer Country!” Association for Consumer Research, North American Annual Conference, Jacksonville. (2010)

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  • Thomas Nopper Excellence in Teaching Award, 2015
  • Joe and Sharlene Loendorf Excellent in Teaching Award, 2013
  • Nominee, MSU President's Excellence in Teaching Award, 2012
  • Nominee, MSU Teaching Innovation Award, 2012


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Ph.D., Marketing, University of Georgia, Athens, GA, 2008

M.A., American Studies, University of Notre Dame, Notre Dame, IN, 1996

B.A., History, Mercer University, Macon, GA, 1994

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