416-736-2100 ext. 77199
Area(s) of Expertise
- Consumer Behavior
- Customer Service
- Social Media
About Grant Packard
Grant’s research advances theory on language, self-concepts, motivation, social perceptions and persuasion. It offers insights for marketers who want to understand consumer conversations in social media, online reviews, email, and in interactions with employees. For consumers, Grant’s research can help people identify who and what to believe in the rich and expanding sea of textual information available about products and people (e.g., salespeople, politicians). Grant was recently selected as an MSI Young Scholar (top early-career marketing researchers) by the Marketing Science Institute, and was profiled as one of Canada’s top marketing experts under the age of 30 by Marketing Magazine.
Grant has previously taught at Wilfrid Laurier University (Lazaridis), the University of Toronto (Rotman) and the University of Colorado (Leeds), winning teaching excellence awards at all three. Before entering academia, Grant was a marketing executive for Chapters / Indigo (book retailer) and Excite Canada (search engine, media portal). He began his career consulting for a variety of clients at ad agencies DMB&B New York and BBDO Toronto. His industry expertise lies in data-intensive strategies and channels in retail, media and entertainment, financial services, and consumer packaged goods.
2019 Best Faculty Research Poster, Schulich School, York University
2019 Marketing Science Institute (MSI) Young Scholar
2016 Junior Research Excellence Award, Lazaridis School, Wilfrid Laurier University
2014, 2016 Merit Award for Excellence in Research, Wilfrid Laurier University
2013 Dean’s Commendation for Teaching Excellence, Wilfrid Laurier University
2011 Best Competitive Paper Award, Society for Consumer Psychology Conference
2011 Best Discussant Award, Haring Symposium
2011 Haring Symposium Fellow
2011 Kendrick Award (academic and research achievement)
2009-2012 Excellence in Teaching Award, Rotman School of Management
Packard, G. and Berger, J. (forthcoming), “Thinking of You: How Second Person Pronouns Shape Cultural Success,” Psychological Science.
McFerran, B., Moore, S. G., and Packard, G. (2019), “How Should Companies Talk to Customers Online?,” MIT Sloan Management Review, 60(2), 68-71.
Klein, R. A. et al. [Packard, G. one of 185 replication lab co-authors] (2018), “Many Labs 2: Investigating Variation in Replicability Across Sample and Setting,” Advances in Methods and Practices in Psychological Science, 1(4), 443-490.
Berger, J. and Packard, G., (2018), “Are Atypical Things More Popular?,” Psychological Science, 29(7), 1178-1184.
Packard, G., Moore, S. G.,, and McFerran, B. (2018), “(I’m) Happy to Help (You): The Impact of Personal Pronoun Use in Customer-Firm Interactions,” Journal of Marketing Research, 55(4), 541-555.
Lurie, N., Berger, J., Chen, Z., Li, B., Liu, B., Mason, C., Muir, D., Packard, G., Pancras, J., Schlosser, A., Sun, B., and Venkatesan, R. (2018), “Everywhere and at All Times: Mobility, Consumer Decision- Making, and Choice,” Customer Needs and Solutions, 5(1-2), 15-27.
Packard, G. and Berger, J. (2017), “How Language Shapes Word of Mouth’s Impact,” Journal of Marketing Research, 54(4), 572-588.
Packard, G., Gershoff, A., and Wooten, D. B. (2016), “When Boastful Word of Mouth Helps Versus Hurts Social Perceptions and Persuasion,” Journal of Consumer Research, 43(1), 26-43.
Packard, G., Aribarg, A., Eliashberg, J., and Foutz, N. Z. (2016), “The Role of Network Embeddedness in Film Success,” International Journal of Research in Marketing, 33(2), 328-342.
Manchanda, P., Packard, G., and Pattabhiramaiah, A. (2015), “Social Dollars: The Economic Impact of Consumer Participation in a Firm-Sponsored Online Customer Community,” Marketing Science, 34(3), 367-387.
Klein, R. A. et al. [Packard, G. one of 47 second co-authors] (2014), “Investigating Variation in Replicability: A “Many Labs” Replication Project,” Social Psychology, 45(3), 142-152.
Packard, G. and Wooten, D. B. (2013), “Compensatory Knowledge Signaling in Consumer Word-of-Mouth,” Journal of Consumer Psychology, 23(4), 434-450.
Project Title Role Award Amount Year Awarded Granting Agency Project Title RoleCo-investigator Award Amount$4,100.00 Year Awarded2019 Granting AgencyMarketing Science Institute Project Title RolePrincipal Investigator Award Amount$61,100.00 Year Awarded2017 Granting AgencySSHRC Insight Development Grant Project Title RolePrincipal Investigator Award Amount$6,900.00 Year Awarded2017 Granting AgencyLazaridis Institute Research Seed Grant, Wilfrid Laurier University