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About Grant Packard
I study the consumption and production of language in the marketplace. My work offers insights on topics from the things consumers say in social media and online reviews, to how brands and their representatives (e.g., salespeople, call center workers) talk to customers. My research can help organizations improve how they talk to stakeholders across a range of communication channels. I also examine how language is consumed as part of cultural products themselves (e.g., song lyrics, academic articles, packaged goods).
Honours
2020 Distinguished Alumni Award, University of Michigan
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
Recent Publications
Packard, G. and Berger, J. (2021), “How Concrete Language Shapes Customer Satisfaction,” Journal of Consumer Research, 47(5), 787-806.
Packard, G. and Berger, J. (2020), “Thinking of You: How Second Person Pronouns Shape Cultural Success,” Psychological Science, 31(4), 397-407.
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.
Courses Taught
DCAD 7100 Logics of Social Research, PhD
MKTG 4150 Consumer Behavior, BBA
MKTG 3100 Marketing Research, BBA
Grants
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 Featured News
Grant Packard
Associate Professor of Marketing
PhD (University of Michigan)MBA (McGill University)
BS (University of Colorado)