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 PhD in Marketing. His teaching approach emphasizes developing data-driven solutions to strategic issues in marketing, with a strong focus on the use of metrics and analytics.
Dr. Pyle primarily researches word-of-mouth, developing theory to explain why people choose certain language to share their experiences, and the effect this has on people who receive the message. He combines experimental findings with large-scale datasets drawn from online review sites 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 conferences in North America, a book chapter, and academic publications.
Areas of Expertise (4)
AMA-Sheth Foundation Doctoral Consortium Fellow
Selected Media Appearances (3)
Doing your holiday shopping online? Here’s how to spot fake reviews
Global News online
“There’s no doubt that reviews are important, from gift buying to picking a new restaurant, it’s important during the holidays,” Martin Pyle, assistant professor at the Ted Rogers School of Management at Ryerson University, said. (...)
Canadian Tire and other retailers fight for digital authenticity with verified reviews
The Globe and Mail online
"If your Uncle Bob recommends something, you've got that established trust. But how do we figure that out through an online source?" said Martin Pyle, a professor at the Ted Rogers School of Management at Ryerson University who studies consumer decision-making online. (...)
Consumers misled by fake on online reviews
Radio Canada International online
Canadians look for reviews of many products as well as services like vacation rental, restaurants, hotels and building contractors. Smaller businesses are more likely to buy or post fake reviews, says Pyle, and they are less likely to be pursued by authorities. (...)
Selected Articles (3)
Laurence Ashworth, Martin Pyle, Ethan Pancer
Most work on violence in media has focused on the negative effects of exposure. Yet little research has examined why violent content should be appealing. The current work investigates the idea that it is not the violence, per se, that is appealing, but rather the depiction of domination by the protagonist. We further investigate the idea that the violence can actually lower enjoyment due to the violation of norms of appropriate behavior. We test these ideas in two studies that manipulate domination and violence (Study 1) and the applicability of relevant social norms (Study 2).
Most of the extant literature on word-of-mouth shares a common view of the consumer as a cognitive information processor. This perspective has shaped the conceptualization of word-of-mouth to the extent that the research suggests that people engage in word-of-mouth solely as a mechanism for sharing information about brands and services. My goal with this conceptual paper is to demonstrate how new and complementary research directions emerge for examining the word-of-mouth phenomenon by adopting the Consumer Culture Theory perspective of the consumer. Using this perspective, I discuss three new research streams which reflect this different view of the word-of-mouth phenomenon.