Montana State University
Jake Jabs College of Business & Entrepreneurship > Faculty and Staff > Dr. Caroline Graham Austin



Assistant Professor of Marketing

Phone: 994-6193

Office: 347 Reid Hall

JJCBE Directory

Curriculum Vita




Dr. Caroline Graham Austin

Graham Austin received her Ph.D. in marketing from the University of Georgia in 2008. Austin received her master’s degree in American studies from the University of Notre Dame. Her bachelor’s degree in history is from Mercer University in Georgia, where she was also a visiting member of the faculty from 2005-2007.

Austin’s research revolves around consumers’ feelings of ambivalence and resistance to traditional marketing models and techniques, and the resulting emergence of new consumer and strategic paradigms. She is particularly interested in people’s use of consumption (and non-consumption) as a means of interpersonal communication. Most recently, she has focused on how consumers opt out of mainstream consumption behaviors (at least some of the time) in order to pursue higher-order personal and/or community goals. As such, she has been studying consumer perceptions of gift cards vs. gifts, the craft brewing industry in Montana, and people who run–on purpose–barefoot.