GRANT PACKARD Laurier School of Business and Economics Wilfrid Laurier University 75 University Avenue West Waterloo, ON, N2L 3C5, Canada Office: (519) 884-0710 x4303 Fax: (519) 884-0201 Email: gpackard@wlu.ca Website: grantpackard.com Academic Positions Education Assistant Professor, Marketing, July 2012 - present Laurier School of Business and Economics Wilfrid Laurier University, Waterloo, ON Ph.D., Business Administration (Marketing), December 2012 Stephen M. Ross School of Business University of Michigan, Ann Arbor, MI MBA, Marketing, May 1998 Desautels Faculty of Management McGill University, Montreal, QC B.S. Cum Laude, Business Administration (Marketing), June 1995 Leeds School of Business University of Colorado, Boulder, CO Awards and Honours Best Competitive Paper, Society for Consumer Psychology Annual Conference, 2011 Best Discussant, Haring Symposium, 2011 Haring Symposium Fellow, 2011 Kendrick Fellowship, 2011 (academic achievement) Rotman Excellence in Teaching Awards, 2009-2012 Rackham Early Candidacy Grant, 2009 Leo Burnett Scholars Grant, 2009 (research excellence) Phelps Grant, 2007-2009 University of Michigan Doctoral Fellowship, 2007-2009 Best Speaker, AMA Annual Marketing Research Conference, 2006 Top 30 Marketers Under 30, Marketing magazine, 2002 McGill International Graduate Fellowship, 1996-1998 Beta Gamma Sigma, 1995 (academic excellence) Reese Henry Fellowship (#1 business student), 1991-1995 Research Interests Self- presentation, social influence, social perception, social interactions. Technology- mediated settings (e.g., online product reviews, social networks) G. Packard 1
Publications: Refereed Journals Klein, R. A., Ratliff, K. A., Vianello, M., Adams, R. B., Jr., Bahník, Š., Bernstein, M. J., Bocian, K., Brandt, M. J., Brooks, B., Brumbaugh, C. C., Cemalcilar, Z., Chandler, J., Cheong, W., Davis, W. E., Devos, T., Eisner, M., Frankowska, N., Furrow, D., Galliani, E. M., Hasselman, F., Hicks, J. A., Hovermale, J. F., Hunt, S. J., Huntsinger, J. R., IJzerman, H., John, M., Joy- Gaba, J. A., Kappes, H. B., Krueger, L. E., Kurtz, J., Levitan, C. A., Mallett, R., Morris, W. L., Nelson, A. J., Nier, J. A., Packard, G., Pilati, R., Rutchick, A. M., Schmidt, K., Skorinko, J. L., Smith, R., Steiner, T. G., Storbeck, J., Van Swol, L. M., Thompson, D., van t Veer, A., Vaughn, L. A., Vranka, M., Wichman, A., Woodzicka, J. A., and Nosek, B. A. (2014). Investigating Variation in Replicability: A Many Labs Replication Project, Social Psychology, 45 (3), 142-152. Lead article of Registered Reports special issue Media coverage: National Geographic, Nature, NPR, Science Packard, G. and Wooten, D. B. (2013), Compensatory Knowledge Signaling in Consumer Word- of- Mouth, Journal of Consumer Psychology, 23 (4), 434-450. Winner, Best Competitive Paper Award, SCP Annual Conference, 2011 Media coverage: The Globe and Mail Publications: Book Chapters Packard, G. (2006), Marketing Minute, In Boone, L. E., Kurtz, D.L., MacKenzie, H.F., and Snow, K. (Eds.) Contemporary Marketing, 1 st Canadian Edition, Scarborough: Thomson Nelson. Behm, K., Byrne, J. & Packard, G. (1994). The Advertising Industry, In Hess, J. (Ed.) Profiles in American Enterprise, Boulder: University of Colorado Press. Research under Review/Revision Social Dollars: The Economic Impact of Consumer Participation in a Firm- Sponsored Brand Community (with P. Manchanda and A. Pattabhiramaiah). Revising for third round review at Marketing Science. Among top 2% of most downloaded papers of all- time at SSRN Marketing Science Institute Working Paper 11-115 Media coverage: Strategy + Business Beyond Truth and Lies: Evasion as a Means of Managing Unfavorable Consumption Information (with C. Kang and D. B. Wooten). Under review. The Role of Network Embeddedness in Film Success (with A. Aribarg, N. Z. Foutz, and J. Eliashberg). Under review. G. Packard 2
Selected Research in Progress No Idle Boast: Consumer Responses to Self- Enhancing Sources of Word- of- Mouth Information, (with A. Gershoff and D. B. Wooten). Manuscript in preparation for first submission. How Can I Help You? Personal Pronoun Use in Customer- Firm Interactions, (with B. McFerran and S. G. Moore). Manuscript in preparation for first submission. Caught Red- Branded: The Social Risk of Self- Presentational Props, (with A. Gershoff). Three studies complete. Conference Presentations / Proceedings No Idle Boast: Consumer Responses to Self- Enhancing Sources of Product Information, (with A. Gershoff and D. B. Wooten), Society for Consumer Psychology Annual Conference, Miami, accepted for March 2014. (AR = 27%) Putting the Customer Second: Pronouns in Customer- Firm Interactions, (with B. McFerran and S. G. Moore), Society for Consumer Psychology Annual Conference, Miami, accepted for March 2014. (AR = 27%) No Idle Boast: Consumer Responses to Self- Enhancing Sources of Product Information, (with A. Gershoff and D. B. Wooten), Society for Judgment and Decision Making Annual Conference, Toronto, November 2013. (AR = 30%) Putting the Customer Second: Pronouns in Customer- Firm Interactions, (with B. McFerran and S. G. Moore), Association for Consumer Research N. American Conference, Chicago, October 2013. (AR = 50%) Compensatory Communication: Consumer Knowledge Discrepancies and Knowledge Signaling in Word- of- Mouth, (with D. B. Wooten), Association for Consumer Research N. American Conference, Chicago, October 2013. (AR = 44%) Secrets and Lies: How Consumers Manage the Flow of Ego- Threatening Information, (with C. Kang and D. B. Wooten), Association for Consumer Research N. American Conference, Chicago, October 2013. (AR = 50%) Network Power, (with A. Aribarg, N. Z. Foutz, J. Eliashberg), Marketing Science Annual Conference, Boston, June 2012 Secrets and Lies: Gender Differences in Concealing Consumption Information, (with C. Kang and D. B. Wooten), Society for Consumer Psychology Annual Conference, Las Vegas, February 2012 Sharing (Less- Than- Ideal) Knowledge: Consumer Knowledge Discrepancy and Word- of- Mouth, (with D. B. Wooten), Society for Consumer Psychology Annual Conference, Atlanta, February 2011 G. Packard 3
A Brand in Hand: Symbolic Props in Self- Presentation, (with A. Gershoff), Association for Consumer Research N. American Conference, Pittsburgh, October 2009. Firm- sponsored Brand Communities, (with P. Manchanda and A. Pattabhiramaiah), Marketing Science Annual Conference, Ann Arbor, June 2009 A Brand in Hand: Symbolic Props in Self- Presentation, (with A. Gershoff), Consumer Culture Theory Conference, Ann Arbor, June 2009 The Customer Dialogue, American Marketing Association Annual Marketing Research Conference, Chicago, October 2006 Cultural Segmentation, National Retail Federation / Retail Advertising and Marketing Association and CRMretail Conference, Chicago, June 2006 Invited Talks and Symposia Putting the Customer Second: Pronouns in Customer- Firm Interactions, Marketing & Consumer Studies Department, University of Guelph, October 2013. Network Power, Empirical and Theoretical Symposium, Western University (Ivey), London, May 2013 Beyond Truth and Lies: Evasion as a Response to Unfavorable Social Comparisons, Southern Ontario Behavioral Decision Research Symposium, Wilfrid Laurier University, Waterloo, May 2013 Consumer Knowledge Discrepancy in Online Word- of- Mouth - Decision Consortium, University of Michigan, Ann Arbor, January 2011 - Consumer Behavior Symposium, Western University (Ivey), London, January 2011 One Big Picture : A Retail Case Study, University of Michigan, BBA Marketing class, Ann Arbor, March 2008 Cultural Segmentation, York University (Schulich), AMA Speaker Series, Toronto, November 2006 Pricing Books, University of Toronto (Rotman), MBA Pricing class, May 2006 and April 2005 Brand Community (HBR case), University of Toronto (Rotman), BBA Brand Strategy class, March 2005 Online Marketing, Centennial College, Publishing Management, Toronto, Oct. 2005 Marketing Integration, McGill University (Desautels), AMA Event, March 2004 G. Packard 4
Teaching Experience Marketing Strategy (BUS 452), Laurier School of Business & Economics, undergraduate, January 2013 April 2014 Instructor Rating: 6.5 6.8 / 7.0 Building and Managing Products, Services and Brands (BUS 362), Laurier School of Business & Economics, undergraduate, January April 2014 Instructor Ratings: 6.1-6.5 / 7.0 Introduction to Marketing Management (BUS 352), Laurier School of Business & Economics, undergraduate, September December 2012 Instructor Ratings: 6.3-6.6 / 7.0 Principles of Marketing (RSM 250), University of Toronto (Rotman), undergraduate level, five sections taught between Sept 2009 and April 2012 Instructor Ratings: 6.1-6.6 / 7.0 Excellence in Teaching Awards: 2009 2012 Small- Business Marketing, McGill University / Quebec Public Interest Research Group, Six- week course, January March 1997 Profiles in American Enterprise (BADM 2850), University of Colorado (Leeds), one lecture (~300 students) and weekly recitation (18 students), undergraduate level, January 1993 April 1994 Instructor Rating: 3.9 / 4.0 Academic Service: Reviewing Ad- hoc reviewer: Journal of Consumer Psychology, Journal of Marketing Research, Journal of Business and Emerging Markets Trainee reviewer: Journal of Consumer Research Conference reviewer: Administrative Sciences Association of Canada (204), American Marketing Association Summer Marketing Educators Conference (2013), Association for Consumer Research (2008-2011, 2013), Society for Consumer Psychology (2009- present). Academic Service: Other Marketing department research panel coordinator, Laurier SBE, 2013 Brand task force, Laurier SBE, 2013 Judge, Hawk s Den Case Competition, Laurier Marketing Association, 2013 Nominations committee, Laurier SBE, 2013 Petitions committee, Laurier SBE, 2012-2013 G. Packard 5
Industry Positions Indigo Books & Music Inc. (retail brands: Chapters, Indigo, Coles, Smithbooks, World s Biggest Bookstore, and chapters.indigo.ca) Vice President, Loyalty Marketing & Customer Insight, 2005-2007 Director, Loyalty Marketing, 2002-2005 Excite Canada (search engine/portal brands: www.excite.ca, Excite@Home) Director of Marketing, 2001-2002 Senior Manager, CRM & Online Marketing, 2000-2001 BBDO Toronto (ad agency; Clients: Excite, Gillette, Lavalife, Scotiabank) Account Supervisor (promoted from Manager), 1998-2000 DMB&B New York (ad agency; Clients: Burger King, Citizen, Kraft Foods) Media Planner (promoted from Assistant), 1995-1996 Professional Service Advisory board, Changents.com (cause- related social network), 2006-2012 Consultant, Canadian Executive Services Organization, 1997-1999 Professional Affiliations American Marketing Association Association for Consumer Research Society for Consumer Psychology Society for Judgment and Decision Making Popular Press Interviewed regarding brand communication, customer relationship management, loyalty programs, mobile and online marketing for CTV, Canadian Press, Canadian Retailer, Destination CRM, Global News, Marketing, Strategy, Toronto Star, and The Globe and Mail. Media accounts of research Grant is involved in have been published in Booz & Co s Strategy+Business, Nature, National Geographic, Science and The Globe and Mail among others. G. Packard 6