Grant Packard


Hello, I'm Grant.

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

Most of my research looks at the production and consumption of language in the marketplace, ranging from how and why consumers talk about products and services in online reviews and communities, to how customer service and sales people speak to customers, and how language itself is consumed as a product (e.g., song lyrics).

My work has appeared at peer-reviewed journals including the Journal of Consumer Research, Journal of Marketing Research, Marketing SciencePsychological Science, and MIT Sloan Management Review, and is frequently presented at major conferences. Research I'm involved in has been covered by media including CBC, The Globe and Mail, Harvard Business ReviewNational Geographic, NPR and The Wall Street Journal.

Curious? Check out some online press coverage below, access the original research papers, read my bio and CV, or contact me!