Sarah Moore is Associate Professor of Marketing at the Alberta School of Business, University of Alberta. Her received her PhD in 2009 from Duke University. Her research focuses on language use and communication, both among consumers and between firms and consumers. She examines how consumers are influenced by hearing or sharing word-of- mouth using different types of language, and how the language used in questions, advertising, and consumer-firm interactions impacts consumers. Her work has been published in outlets such as the Journal of Consumer Psychology and the Journal of Consumer Research, where she received the Robert Ferber Award for her dissertation work on how sharing word-of- mouth influences the speaker.