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Grant Packard

consumer 
language
enthusiast

Hello, I'm Grant.

I'm an associate professor of marketing at the Schulich School of Business at York University in Toronto, Canada.


I study the production and consumption of language in the marketplace. My research examines topics from how and why consumers talk about products in online reviews and social media, to the words customer service and salespeople use when speaking to customers, to how language is consumed in cultural products (e.g., song lyrics, article writing). 


My work has been covered by media including CBCThe Globe and MailHarvard Business ReviewNational GeographicNPR, and The Wall Street Journal.  My original research has appeared at top peer-reviewed journals such as the Journal of Consumer Psychology, Journal of Consumer ResearchJournal of Marketing ResearchMarketing SciencePsychological Science, and MIT Sloan Management Review, and is frequently presented at major conferences. 


My managerial background includes leadership roles in cultural product retailing and e-commerce (Indigo Books & Music Inc.), online media (Excite, Kanetix, Lavalife), and developing advertising and online marketing for consumer products, retailers, and financial services (e.g., Burger King, Gillette, Kraft Foods, Scotiabank).