Sarah Moore

Professor, Alberta School of Business - Marketing, Business Economics and Law
Associate Dean, PhD Program, Alberta School of Business - PhD Office
Associate Dean (Research), Alberta School of Business - Associate Dean Research

Contact

Professor, Alberta School of Business - Marketing, Business Economics and Law
Email
sgmoore1@ualberta.ca
Phone
(780) 492-3664
Address
2-24A Business Building
11203 Saskatchewan Drive NW
Edmonton AB
T6G 2R6

Associate Dean, PhD Program, Alberta School of Business - PhD Office
Email
sgmoore1@ualberta.ca

Associate Dean (Research), Alberta School of Business - Associate Dean Research
Email
sgmoore1@ualberta.ca

Overview

Area of Study / Keywords

marketing consumer behaviour language word of mouth online reviews


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. 

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

Featured Publications

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; 10.1002/arcp.1055


MIT Sloan Management Review. 2019 January;


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


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


Journal of Consumer Research. 2012 January; 10.1086/661891


View additional publications