Carter Morgan

Carter Morgan

Assistant Professor
Room: BSN 3221
Phone: (813) 974-6208

Carter Morgan is an assistant professor of marketing at the Muma College of Business. He teaches a graduate-level and undergraduate-level course in social media marketing as well as an undergraduate-level course in digital marketing.

Morgan primarily focuses his research on consumer behavior. He is particularly interested in consumer responses to visual symbols in marketing, consumer identity-motivated behavior, and the downstream consequences of choice architecture interventions. He has published his reseach in the Journal of the Academy of Marketing Science and the Journal of Business Research.

He serves as the academic director for the Center for Marketing and Sales Innovation Lab, a multi-disciplinary research and training facility located within the Muma College of Business. He primarily coordinates and administers the collection of traditional and biometic [e.g., eye-tracking or galvanic skin response (GSR)] data for Muma College of Business researchers.

He earned a Phd in marketing from the Miami Herbert Business School at the University of Miami.


  • MAR 6936 and MAR 4933, Social Media Marketing

  • MAR 3700, Digital Marketing


  • Morgan, Carter, Tatiana Fajardo, and Claudia Townsend (2021), “Show it or Say it: How Brand Familiarity Influences the Effectiveness of Image-Based versus Text-Based Logos,” Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-020-00760-0
  • Townsend, Claudia, David T. Neal, and Carter Morgan (2019), “The Impact of the Mere Presence of Social Media Share Icons on Product Interest and Valuation,” Journal of Business Research, 100 (July), 245-54. https://doi.org/10.1016/j.jbusres.2019.03.014


  • Academic director, Center for Marketing and Sales Innovation Lab (2019 – Present)

  • Ad hoc reviewer: Journal of Marketing Research; Journal of Consumer Psychology; Journal of the Academy of Marketing Science; Journal of Business Research; Journal of Retailing