Sarah Moore, BComm, PhD

Associate Professor

Alberta School of Business

Marketing, Business Economics, and Law


The primary focus of my research is on language and communication, both among consumers and between consumers and firms. Within this area, I am particularly interested in word-of-mouth (WOM): consumer-to-consumer communication about experiences with products, brands, or services. My research explores how consumers are influenced by sharing or hearing WOM that contains different linguistic content, as well as how the language used in questions, advertising, and consumer-firm interactions impacts consumers.

In an additional area of research, I investigate consumers’ motivations and emotions in unusual or atypical choice situations—for example, when out-of-stock products restrict consumers’ choice freedoms, or when choices must be made not for the self, but for others.