University of Calgary

Ruth Pogacar

  • Assistant Professor



My research explores the hidden influences of language on consumers, and how subtle linguistic cues relate to marketing outcomes. I am particularly interested in the effect of marketing linguistics on brand perceptions and choice. For instance, how the sound and syllable structure of a name influences consumer evaluations of warmth and purchase intentions, and how this correlates with brand success. 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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