Elizabeth A. Minton
Kemmerer Faculty Fellow
Department Chair, Associate Professor of Marketing
As a Faculty Fellow with the Jay Kemmerer WORTH Institute, Dr. Elizabeth Minton is exploring how marketing and consumer behavior can help strengthen Wyoming businesses and encourage people to buy products made in the Cowboy State.
Elizabeth’s interest in state-of-origin branding grew from her tourism work in Alaska, where locally made products and state identity played a visible role in how goods were marketed to residents and visitors. Her current research examines the factors that influence consumer reactions to state-of-origin labels.
As part of that, Elizabeth is studying how people perceive Wyoming and how those associations may influence their responses to products identified with the state. Her research considers differences across consumer demographics, attitudes, and behaviors to better understand what shapes purchasing decisions and perceptions of locally made goods.
The work will also extend into UW’s behavioral research lab, where Elizabeth plans to use methods such as galvanic skin response to gain deeper insight into consumers’ immediate reactions and decision-making.
Through her work with the Institute, Elizabeth is connecting academic research with questions that matter to Wyoming producers and businesses. The project also gives students opportunities to engage with applied research while contributing to a better understanding of how consumer behavior can support Wyoming’s economy.
