University of Calgary

Ruth Pogacar

  • Assistant Professor


My research explores the hidden forces that influence consumers, and how these impact firm performance. I am particularly interested in marketing linguistics and consumer welfare. For instance, my work on brand name linguistics investigates how the sounds in a name influence brand perceptions and how this is reflected in brand performance. My work on consumer welfare explores how subtle differences in the way a choice is framed can bias people’s decisions, how marketers and policy makers can help people make less biased choices, and the benefits for business in doing so. My goal is to understand marketing elements that are outside people’s awareness for the purposes of improving consumer experiences and business outcomes.

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