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 School of Business and the University of Colorado Leeds School of Business.
Grant’s research has been published in top-tier consumer behaviour, marketing and psychology journals including Journal of Consumer Research, Journal of Marketing Research, Marketing Science, and Psychological Science. 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 communication strategies for a variety of major consumer brands (Burger King, Gillette, Kraft, Molson, Scotiabank) at advertising agencies BBDO Toronto and DMB&B New York.
Grant studies language as a manifestation of self-concept and as a signal in social cognition and persuasion. Investigations in the consumer domain include work examining why and how people endorse products to one another, the impact of linguistic (lyrical) novelty on song success, and how personal pronoun use signals social attention in service interactions.
Grant’s active projects include investigations of language in technology-mediated customer service interactions and conversations with verbal artificial intelligence (e.g. Alexa, chatbots).
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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