Grant M. Packard

Grant M. Packard

Grant M. Packard is a researcher in consumer behaviour and first author of a 2013 paper on compensatory knowledge signaling in word of mouth.

Who they are

The work of Grant M. Packard reaches this site through the paper listed below. On this site the name is tied to Compensatory Knowledge Signaling.

Key papers

Packard, G. M., & Wooten, D. B. (2013). Compensatory knowledge signaling in consumer word-of-mouth. Journal of Consumer Psychology, 23(4), 434-450. What it reports: Across four studies, people whose product knowledge fell short of the knowledge they wanted shared more word of mouth, and in more detail, to appear knowledgeable. The effect was stronger with a psychologically close audience and when people believed sharing would improve their self-image.

Key ideas

Compensatory Knowledge Signaling: Sharing more word of mouth, and in more detail, to appear knowledgeable when actual knowledge falls short of the knowledge a person wants to have.

Sources

  1. Packard, G. M., & Wooten, D. B. (2013). Compensatory knowledge signaling in consumer word-of-mouth. Journal of Consumer Psychology, 23(4), 434-450.