Sarah Moore

Area of Study / Keywords

marketing consumer behaviour language communication word of mouth online reviews customer service

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About

Sarah Moore is a Professor of Marketing and Thornton A. Graham Chair at the Alberta School of Business. She has held this position since 2021, after joining the University of Alberta as an assistant professor in 2009. She is currently serving as the Associate Dean of the PhD Program and Associate Dean of Research at the School. 

Moore graduated with a Bachelors of Commerce from the University of British Columbia’s Sauder School of Business in May 2004, and received her PhD in Business Administration from Duke University’s Fuqua School of Business in 2009. 

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Research

The primary focus of Moore’s research is on communication and language, both among consumers and between consumers and firms. In studying communication among consumers, she examines word-of-mouth communications, where consumers share stories with other consumers about products, brands and services. For example, she has studied swearwords in online reviews. In studying communication between firms and consumers, she investigates how the language used in questions, advertising, and consumer–service interactions impacts consumers. For example, she has studied how pronoun use (e.g., we, you, I) influences satisfaction in customer service. 

Moore also investigates consumer behaviour in situations that are not well researched, but that are common in everyday life. For example, she has studied how consumers respond to out-of-stock products, and how consumers make choices for others.

>> Watch a quick introduction to my research HERE! <<

MARK 320 - Consumer Behavior

Explores the psychology behind consumer behavior and its implications for consumers and marketers. Internal factors (e.g., attention and perception, needs and motivation, learning and memory, emotion) and external factors (e.g., social influence, choice architecture) will be considered to gain theoretical and practical insights. This course emphasizes empirical research and considers how the evolving marketing landscape (e.g., digitization, technology) interacts with basic psychological processes. Prerequisite: MARK 301.

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MARK 830 - Marketing

Understanding the role of marketing in determining the direction of an organization; the customer-focused organization; opportunity identification; forecasting demand; marketing segmentation; market planning, and implementation. Restricted to executive MBA students only.

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Browse more courses taught by Sarah Moore

Tracey Danaher, Leonard L. Berry, Chuck Howard, Sarah G. Moore, Deanna J. Attai

Journal of Service Research. 2023 November; 10.1177/10946705231190018

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Grant Packard, Sarah G. Moore, Jonah Berger

Journal of Consumer Psychology. 2023 October; 10.1002/jcpy.1383

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Feyzan Karabulut, Sarah G. Moore, Paul R. Messinger

Journal of the Association for Consumer Research. 2023 April; 10.1086/723740

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Katherine Lafreniere, Sarah G. Moore, Robert J. Fisher

Journal of Marketing Research. 2022 October; 10.1177/00222437221078606

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Sarah G. Moore, Katherine C. Lafreniere

Consumer Psychology Review. 2020 January; 10.1002/arcp.1055

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Journal of Consumer Research. 2019 September; 10.1093/jcr/ucy082

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MIT Sloan Management Review. 2019 January;

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Journal of Marketing Research. 2018 January; 10.1509/jmr.16.0118

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Journal of Consumer Research. 2015 January; 10.1093/jcr/ucv003

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Journal of Consumer Research. 2012 January; 10.1086/661891

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