Grant Packard joined the Marketing Area in July 2012 after earning a PhD at the University of Michigan, Ross School of Business. He also studied at McGill University (MBA) and the University of Colorado at Boulder (BS cum laude). Grant has served as a lecturer at the University of Toronto (Rotman) and the University of Colorado (Leeds).
Grant’s research has been published in top-tier journals including Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, Marketing Science, and the International Journal of Research in Marketing. Published and working papers can be accessed at www.grantpackard.com.
Before entering academia, Grant worked in industry for several years as a marketing executive for Chapters/Indigo, Rogers Media, and Excite Canada. Prior to this, he developed marketing communications for a variety of consumer products (beer, fashion, financial services, media, packaged goods) at advertising agencies BBDO Toronto and DMB&B New York.
Grant studies why and how people talk to each other about products, and the impact these factors have on how people view each other and the products they talk about. He studies this kind of talk in contexts such as word of mouth, online reviews, social media, and sales or service interactions. His research advances theory on self-concepts (e.g., subjective knowledge), motivation (e.g., self-enhancement), language, social perceptions and persuasion.
Grant’s active projects include investigations of language in technology-mediated customer service interactions, song lyrics, and online reviews.
I have occasional research assistant opportunities for undergraduate and graduate students interested in conducting lab experiments or processing data from human subject experiments in the social psychology paradigm. I am also interested in supervising graduate students with whom I share research interests. Contact me for more information.
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