marketing consumer behaviour language word of mouth
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...
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