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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 consumption and production of language. My research examines things like how and why consumers talk about products in reviews and social media, the words service and salespeople use when speaking to customers, how people consume the things other people say in these persuasion settings, and how language is consumed as part of cultural products (e.g., lyrics, articles, labels). 


My work has been covered by CBCThe Globe and MailHarvard Business ReviewNational GeographicNPR, and The Wall Street Journal and others. My original research appears at outlets such as the Journal of Consumer Psychology, Journal of Consumer ResearchJournal of Marketing ResearchMarketing SciencePsychological Science, and MIT Sloan Management Review and is presented at major conferences. 


Before doing the academic research thing, I worked in the cultural product retailing and e-commerce (Indigo Books & Music Inc.), marketing communications for online media (Excite, Kanetix, Lavalife, Yahoo), and developing ads and online marketing for consumer products, retailers, and financial services (e.g., Burger King, Gillette, Kraft Foods, Scotiabank).