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Grant Packard

consumer 
conversations
enthusiast

Hello, I'm Grant.

I'm an assistant professor of marketing at the Lazaridis School of Business and Economics at Wilfrid Laurier University in Waterloo, Canada.


I study why and how people talk to each other about products, and how this talk impacts the listener's beliefs about the speaker and the products they talk about.


My research advances theory on self-concepts (e.g., subjective knowledge), motivation (e.g., self-enhancement), language, social perceptions and persuasion. It offers insights for marketers who want to understand consumer conversations in social media, online reviews, email, and in interactions with employees. For consumers, my research can help people identify who and what to believe in the rich and ever-expanding sea of word of mouth information.


Curious? Check out some highlights below, read my bio and CV, or contact me!