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Grant Packard


consumer talk 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 the consequences these factors have on how we view one another and the products we talk about.


My research advances theory on self-concepts (e.g., subjective knowledge), motivation (e.g., self-enhancement), language, social perceptions and persuasion. It contributes insights for marketers who want to understand and optimize the information consumers share through social media, online reviews, and email, as well as the conversations they have with sales or service employees. For consumers, I like to think 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!