Understanding Consumer Conversations

Conversation is a fundamental part of everyday life. People share word of mouth, customers talk to salespeople, and managers discuss market strategies. This session examines conversational language in both experiments and the field, applying text analysis, machine learning, and other techniques to deepen understanding around this important phenomenon.


Grant Packard, Jonah Berger, Reihane Boghrati, Michael Yeomans, Julia Minson, Hanne Collins, Francesca Gino, Grant Donnelly, Kristin Hurst, Nicole Sintov, and Yang Li (2021) ,"Understanding Consumer Conversations", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 780-785.


Grant Packard, Schulich School of Business, York University
Jonah Berger, penn
Reihane Boghrati, The Wharton School of the University of Pennsylvania
Michael Yeomans, Imperial College London
Julia Minson, Harvard University
Hanne Collins, Harvard Business School
Francesca Gino, Harvard Business School
Grant Donnelly, The Ohio State University
Kristin Hurst, The Ohio State University
Nicole Sintov, The Ohio State University
Yang Li, Cheung Kong Graduate School of Business


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


L3. Categorizing Engagement Behaviors from the Perspective of Customer Resources

Xianfang Zeng, University of Calgary, Canada
James Agarwal, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada

Read More


Turning the Titanic: Creating Consumer-Centric Cultures and Improved Consumer Experience in Large, Established Health Care Systems

Gregory Carpenter, Northwestern University, USA
Beth Leavenworth DuFault, University at Albany
Ashlee Humphreys, Northwestern University - Medill, USA
Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA

Read More


A9. I know It’s not real, but I like it!

Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.