Times Record quotes Carter in an article about free yoga at L.L. Bean

The Times Record interviewed Erin Percival Carter, assistant professor of marketing at Maine Business School, about why for-profit companies give away products and services that it could charge for, like L.L. Bean providing free yoga classes. “It’s cultivating goodwill with exactly who they want their target customer to be — outdoorsy people in Maine. Where do outdoorsy people in Maine hang out? State parks. They’re probably doing yoga. If I have goodwill for a brand, it means I’m going to be willing to pay more, or I’m going to think of L.L. Bean first when I’m thinking of buying a flannel shirt or wool socks,” Percival Carter said.