Professor, Alberta School of Business - Marketing, Business Economics and Law
- (780) 492-3664
2-24A Business Building
11203 Saskatchewan Drive NWEdmonton ABT6G 2R6
Associate Dean, PhD Program, Alberta School of Business - PhD Office
Associate Dean (Research), Alberta School of Business - Associate Dean Research
Area of Study / Keywords
marketing consumer behaviour language word of mouth online reviews
The primary focus of my research is on communication and language, both among consumers and between consumers and firms. For communication among consumers, I examine online word-of-mouth (WOM), or stories consumers tell about experiences with products, brands, or services. Here, I explore how consumers are influenced by sending or receiving WOM that contains different linguistic content (e.g., explanations, swearwords). For communication between firms and consumers, I investigate how the language used in questions, advertising, and consumer-service interactions impacts consumers (e.g., imperatives, pronouns).
In a second area of research, I investigate consumer behaviour in situations that are underexplored in the literature, but common in everyday life. For example, I examine what happens when out-of-stock products restrict consumers’ choice freedoms, or when choices must be made not for the self, but for others.
A Spotlight on Research at the Alberta School of Business
How should firms talk to customers?
My findings tell us...
- Most firm agents currently say to customers "How can WE help You?"
- Instead, firm agents should say to customers "How can I help?"
- When firm agents say "I", customers are more satisfied and purchase more.
Special studies for advanced students. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of the Business PhD Program Director is also required for non-PhD students.
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.
Feyzan Karabulut, Sarah G. Moore, Paul R. Messinger
Journal of the Association for Consumer Research. 2023 April; 8 (2):153-164
Katherine C. Lafreniere, Sarah G. Moore, Robert R. Fisher
Journal of Marketing Research. 2022 January; 59 (5):908–925
Sarah G. Moore, Katherine C. Lafreniere
Consumer Psychology Review. 2020 January;
Grant Packard, Sarah G. Moore, Brent McFerran
Journal of Marketing Research. 2018 January;
Sarah G. Moore
Journal of Consumer Research. 2015 January;
Sarah G. Moore
Journal of Consumer Research. 2012 January;