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Martin Pyle

Pyle, Martin


Assistant Professor




TRS 1-027


416-979-5000 ext:7691

Email Address:


Dr. Martin Pyle

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.


Marketing Management

Research Interests

Word-of-mouth, social media, media violence, and consumer vulnerability.

Selected Research and Professional Contributions


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 Advertising, 39(4), 121 – 136.
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

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.
MKT 100
Principles of Marketing
MKT 300 Marketing Metrics
MKT 500
Marketing Research
AMA-Sheth Foundation Doctoral Consortium Fellow (2011)

Other Faculty Members