Area of Study / Keywords

marketing consumer behaviour language word of mouth

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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. 

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...

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 624 - Consumer Behaviour

The psychology behind consumer decision-making and its implications for marketing practice. Internal (e.g. attention and perception, needs and motivation, learning and memory) and external factors (e.g. social influence, situational influence) will be considered to gain theoretical and practical insights. Topics such as social media, word of mouth, and consumer-brand relationships are also covered. Prerequisite: MARK 502.

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MARK 799 - Individual Research

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.

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