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Grant Packard

consumer 
conversations
enthusiast

About Grant

Grant Packard completed his Ph.D. at the University of Michigan, Ross School of Business. He also holds an MBA from McGill University and a B.S. (cum laude) from the University of Colorado at Boulder. Grant previously served as a lecturer at the University of Toronto, Rotman School of Management and at the University of Colorado, Leeds School of Business. He joined the marketing area at the Lazaridis School of Business & Economics at Wilfrid Laurier University in the fall of 2012 after completing his Ph.D.


Grant's 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, his research can help people identify who and what to believe in the rich and ever-expanding sea of word of mouth information.


Popular accounts of research Grant is involved in have been featured on TV and radio (CBC, CTV, NPR), in major print media (e.g., The Globe and Mail, Toronto StarNational Geographic), leading scientific media outlets (NatureScience), and in several managerial publications (e.g., Marketing Magazine, Strategy, Strategy+Business, Destination CRM, Canadian Retailer).


Before entering academia, Grant was a marketing executive for Chapters/Indigo (book retailer) and Excite Canada (search engine, media portal), and began his career at advertising agencies DMB&B New York and BBDO Toronto. His industry background lies in data-intensive strategies and channels (online, CRM, loyalty programs, research and analytics) in retail, media, financial services, and consumer packaged goods. In 2002, Grant was profiled as one of Canada‚Äôs top marketing experts under the age of 30 by Marketing Magazine

 

Click here to view Grant's 

full academic resume.