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Martin Pyle

Dr. Martin Pyle

Assistant Professor
DepartmentMarketing Management
EducationMBA, PhD
OfficeTRS 1-027
Phone416-979-5000, ext. 7691

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 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 concepts relating to trust and trustworthiness, particularly in the context of word-of-mouth and online reviews. While consumers rely heavily on online reviews, businesses have a variety of means at their disposal to influence, or outright change, their reputation through hidden and deceptive means; within this context, Dr. Pyle looks at this phenomenon from the business perspective, as well as both reviewers and readers of reviews, 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
Labarge, Monica, & Pyle, M. A. (forthcoming) “Buoys & Anchors: How Older Adults Use Marketplace Resources to Age Successfully,” Journal of Consumer Affairs (A-level, under ABDC)
Chalmers Thomas, T., Pyle, M. A., & Handelman, J. M. (2019) Identification incubators: reflexivity in consumer book clubs, Consumption Markets & Culture, DOI: 10.1080/10253866.2019.1611564 (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)
Smith, A. N., & Pyle, M. A. “A Video is Worth 1,000 Words”, Consumer Psychology in a Social Media World, 69, 2015.
Smith, A. N. & M. A. Pyle (forthcoming). A Video is Worth 1000 Words: Linking Consumer Value for Opinion Seekers to Visually-Oriented eWOM Practices.  In C. Dimofte, R. Yalch & C. Haugtvedt  (Eds.), Marketing and Social Media. Routledge.
Ashworth, L., M. A. Pyle, & E. Pancer. (2010). The role of dominance in the appeal of violent media depictions. Journal of Advertising39(4), 121 – 136.
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 Research37,., 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.
Course code
Course title
MKT 100
Principles of Marketing
MKT 300 Marketing Metrics
MKT 500
Marketing Research

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