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Martin Pyle - Ted Rogers School of Management. Toronto, ON, CA

Martin Pyle Martin Pyle

Assistant Professor | Ted Rogers School of Management

Toronto, ON, CANADA

Martin Pyle is an expert in word-of-mouth, social media, media violence, and consumer vulnerability.





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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)

Consumer Vulnerability Social Media Word-Of-Mouth Media Violence

Accomplishments (1)

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. (...)

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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. (...)

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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. (...)

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Selected Articles (3)

Using Word-of-Mouth to Portray an Image of Being Knowledgeable About a Product Category Queen's University

Martin Pyle


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Dominance and the Appeal of Violent Media ACR European Advances

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).

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inShare Word-Of-Mouth: Are We Hearing What the Consumer Is Saying? Association for Consumer Research

Martin Pyle


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.

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