Sarah Moore, BComm, PhD

Professor, Thornton A. Graham Chair, Alberta School of Business - Marketing, Business Economics and Law

Contact

Professor, Thornton A. Graham Chair, Alberta School of Business - Marketing, Business Economics and Law
Phone
(780) 492-3664
Address
4-30E Business Building
11203 Saskatchewan Drive NW
EdmontonAB
T6G 2R6

Overview

Area of Study / Keywords

marketing consumer behaviour language word of mouth


Research

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. 

Announcements

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.

Read more on this research...

Courses

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.

Fall Term 2022

Browse more courses taught by Sarah Moore

Publications

How Online Word-of-Mouth Impacts Receivers

Author(s): Sarah G. Moore, Katherine C. Lafreniere
Publication Date: 2020
Publication: Consumer Psychology Review
External Link: https://www.cms.ualberta.ca/-/media/4267F510A4CF4F2FBBF91C0DD95659C7

(I'm) Happy to Help (You): The Impact of Personal Pronoun Use in Customer-Firm Interactions

Author(s): Grant Packard, Sarah G. Moore, Brent McFerran
Publication Date: 2018
Publication: Journal of Marketing Research
External Link: https://www.cms.ualberta.ca/-/media/8DDADAD5E2E641DE844CF36ABA7868D2

She Said, She Said: Differential Interpersonal Similarities Predict Unique Linguistic Mimicry in Online Word of Mouth

Author(s): Sarah G. Moore, Brent McFerran
Publication Date: 2017
Publication: Journal of the Association for Consumer Research
External Link: https://www.cms.ualberta.ca/-/media/0B95C1B7934F4BFB87D6F4D9BEAD60E1

Attitude Predictability and Helpfulness in Online Reviews: The Role of Explained Actions and Reactions

Author(s): Sarah G. Moore
Publication Date: 2015
Publication: Journal of Consumer Research
External Link: https://www.cms.ualberta.ca/-/media/536CA182498D4DCCACB6B5759B6A1E7F

Some Things are Better Left Unsaid: How Word of Mouth Influences the Storyteller

Author(s): Sarah G. Moore
Publication Date: 2012
Publication: Journal of Consumer Research
External Link: https://www.cms.ualberta.ca/-/media/F5BB3DA214ED499E9AE501AAAB2924A7