Grant Packard

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. I also examine what words do in cultural products (e.g., song lyrics, academic research articles).

In addition to publishing original research, directing the Schulich Master of Marketing program, and teaching, I am 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, Citizen Watch, Corning, Excite, Gillette, Indigo Books & Music, Kraft Heinz, Molson Coors, Rogers Media, Scotiabank, Yahoo! and more.