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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, ranging from how and why consumers talk about products and services in online reviews and communities, to the words customer service and salespeople use when speaking to customers, to how language is consumed as a product (e.g., song lyrics, articles). I explore these topics in relation to theory on self-presentation, social perception, and persuasion.


My work has appeared at peer-reviewed journals including the Journal of Consumer Psychology, 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.