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 brand name linguistics on consumer evaluations and choice, and how this correlates with brand performance. I am also interested in consumer welfare, and how 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 experience and business outcomes.

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