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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 and director of the Master of Marketing (MMKG) program 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 persuasion settings, and how language shapes the success of products (e.g., song lyrics, articles, labels). 


My work has been covered by CBCThe Globe and MailHarvard Business ReviewNational GeographicNPR, 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. I currently serve as associate editor at the Journal of Consumer Psychology and the Journal of Consumer Research, and as an editorial board member at the Journal of Marketing.