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Dr. Martin Pyle
Chair | Associate Professor
DepartmentMarketing Management
EducationMBA, PhD
OfficeTRS 1-042
Phone416-979-5000, ext. 557691
Overview
After working for several years in the IT business sector as a software developer, consultant, and manager, Dr. Pyle returned to Queen’s University to complete his MSc and then his Ph.D. in Marketing. His teaching approach emphasizes developing data-driven solutions to strategic issues in marketing, with a strong focus on the use of research, metrics, and analytics.
Dr. Pyle primarily researches concepts relating to the dichotomy of deception and trust, particularly in the context of word-of-mouth and online reviews. Within this context, Dr. Pyle looks at this phenomenon from a systems approach, considering the perspectives of not only consumers, but also those of businesses and platforms using multiple methods to examine what happens in the real world and explain why it happens in the first place. He has shared his research in the top academic outlets and conferences.
Word-of-mouth, social media, media violence, and consumer vulnerability.
| Publications |
|---|
| Pyle, A., Pyle, M. A., Prioletta, J., & Alaca, B. (2021). Portrayals of play-based learning: Misalignments between public discourse, classroom realities, and research. American Journal of Play, 13(1). |
| Philp, M. & Pyle, M. A. (2021). The ‘easy win’ preference: Negative consumer experiences and the influence on subsequent loyalty behavior. Journal of Business Research, 128, 1-10. (A level, under ABDC) |
| Pyle, M. A., Smith, A. N., & Chevtchouk, Y. (2021). In eWOM we trust: Using naïve theories to understand consumer trust in a complex eWOM marketspace. Journal of Business Research, 122, 145-158. (A level, under ABDC) |
| Francescucci, A., Kellershohn, J., & Pyle, M. A. (2020). Using online class preparedness tools to improve student performance: The benefit of “all-in” engagement. Journal of Management Education. (B level, under ABDC) |
| LaBarge, M., & Pyle, M. A. (2020). Staying in “The Works of Living”: How older adults employ marketplace resources to age successfully. Journal of Consumer Affairs, 54(2), 742-774. (A level, under ABDC) |
| Chalmers Thomas, T., Pyle, M. A., & Handelman, J. M. (2020) Identification incubators: Reflexivity in consumer book clubs. Consumption Markets & Culture, 23(5), 456-480. (B level, under ABDC) |
| Philp, M., Pyle, M. A., & Ashworth, L. (2018). Risking the self: the impact of self-esteem on negative word-of-mouth behavior. Marketing Letters, 29(1), 101-113. (A-level, under ABDC) |
| Ashworth, L., Pyle, M.A., & Pancer, E. (2010). “The role of dominance in the appeal of violent media depictions”, Journal of Advertising, 39(4), 121 – 136, 2010. (A-level, under ABDC) |
| Refereed Book Chapters |
| Pyle, M. A. (2010). Word-of-mouth: Are we hearing what the consumer is saying? In M. C. Campbell, J. Inman, & R. Pieters (Eds.), Advances in Consumer Research, 37,., Duluth, MN : Association for Consumer Research. |
| Refereed Conferences |
| Smith, A. N., Pyle, M. A., Chevtchouk, Y, (2019). “What Cultural-Cognitive Frames Support the Institutionalization of Online Reviews?” ”. Association of Consumer Research Conference. Atlanta, GA. |
| Pyle, M. A. (2018). “From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media”. Association of Consumer Research Conference. Dallas, TX. |
| Pyle, M. A., Smith, A. N., Chevtchouk, Y. (2018). “Persuasion Knowledge and Online Reviews”. Association of Consumer Research Conference. |
| Hawkins, Matthew, Saleem, F., & Pyle, M. A. (2018). “In Blog We Trust: Examining How Blog Narrative Fit and Sponsorship Influence Consumers” European Marketing Academy Conference, May 29-June 1, 2018 in Glasgow, UK. |
| Pyle, M. A., G. Packard. “Pros and Cons for Kings and Pawns: The Differential Effects of Two-Sided Arguments on Self-Perceived Experts versus Novices” Society of Consumer Psychology North American Conference, February 16-19, 2016 in San Francisco, CA. |
| Philp, M., M. A. Pyle, & L. Ashworth, “Negative Word-of-Mouth and Trait Self-Esteem: The Inverse Effects of Self-Liking and Self-Competence” Association for Consumer Research North American Conference, October 23-26, 2014 in Baltimore, MD (acceptance rate: 57.55%) |
| Pyle, M. A., E. Pancer & L. Ashworth, “Is All Fair in War-themed Video Games? Promotional Premiums And Achievement-Based Hierarchies” Association for Consumer Research North American Conference, October 23-26, 2014 in Baltimore, MD (acceptance rate: 57.55%) |
| Pancer, E., M. A. Pyle, & L. Ashworth, “Attraction and Repulsion to Violent Media: The Role of Justice and Empathy in the Appeal of Violent Media Depictions” Association for Consumer Research North American Conference, October 23-26, 2014 in Baltimore, MD (acceptance rate: 57.55%) |
| Pyle, M. A., Handelman, J. & Chalmers Thomas, T., “Negotiating identity coalitions with word-of-mouth”, Consumer Culture Theory Conference, Evanston, IL., 2011, July. |
| LaBarge, M., & Pyle, M. A.,”Old age isn't so bad when you consider the alternative: Examining the vulnerability of older adults”, AMA Marketing & Public Policy Conference, Atlanta, GA., 2012, June. |
| LaBarge, M., & Pyle, M. A., “Old age isn't so bad when you consider the alternative: How older adults make good decisions”, Society for Consumer Psychology Conference, Atlanta, GA. 2011, February. |
| Pyle, M. A., Dacin, P. A. & Pancer, E., “Hopelessly devoted? Word-of-mouth and diagnosticity in a stable preference context”, Association for Consumer Research North American Conference, Jacksonville, FL., 2010, October (acceptance rate: 53.56%) |
| Ashworth, L., Pancer, E. & Pyle, M. A., “Dominance and the appeal of violent media”, Association for Consumer Research European Conference, London, UK., 2010, July |
| Pyle, M. A., “Word-of-mouth: Are we hearing what the consumer is saying? Association for Consumer Research North American Conference, Pittsburgh, PA., 2009, October (acceptance rate: 36.09%) |
| Philp, M., M. A. Pyle, & L. Ashworth, “Negative Word-of-Mouth and Trait Self-Esteem: The Inverse Effects of Self-Liking and Self-Competence” Association for Consumer Research North American Conference, October 23-26, 2014 in Baltimore, MD |
| Pyle, M. A., E. Pancer & L. Ashworth, “Is All Fair in War-themed Video Games? Promotional Premiums And Achievement-Based Hierarchies” Association for Consumer Research North American Conference, October 23-26, 2014 in Baltimore, MD |
| Pancer, E., M. A. Pyle, & L. Ashworth, “Attraction and Repulsion to Violent Media: The Role of Justice and Empathy in the Appeal of Violent Media Depictions” Association for Consumer Research North American Conference, October 23-26, 2014 in Baltimore, MD |
| LaBarge, M., & Pyle, M. A. (2012, June). ”Old age isn't so bad when you consider the alternative”: Examining the vulnerability of older adults. AMA Marketing & Public Policy Conference, Atlanta, GA. |
| Pyle, M. A., Dacin, P. A. & Pancer, E. (2010, October). Hopelessly devoted? Word-of-mouth and diagnosticity in a stable preference context. Association for Consumer Research North American Conference, Jacksonville, FL. |
2016 – Present: SSHRC Insight Development Grant (Type C), "Consumer Susceptibility to Fake Online Reviews: Do Consumer Lay Theories Protect Us?" $39,231, PI/Sole Researcher
2011 – AMA-Sheth Foundation Doctoral Consortium Fellow