I study the consumption and production of language in the market. My work offers insights on topics from the things consumers say in social media and online reviews, to how brands, marketers, and sales or service people talk to customers through language. I also examine the impact of language in cultural products (e.g., song lyrics, academic articles, packaged goods).
In addition to publishing my own research and teaching, I am the Director of Schulich’s Master of Marketing degree program, and an Associate Editor at the Journal of Consumer Psychology, Journal of Consumer Research, and Journal of Marketing.
I’ve worked with organizations including Bank of Montreal, Burger King, Chapters, Citizen Watch, Corning, Excite, Gillette, Indigo Books & Music, Kraft Foods, Molson, Rogers Media, Scotiabank, Yahoo! and more.