Shaheer Rizvi

Title: Assistant Professor
Email: sh.rizvi@uwinnipeg.ca

Degrees:

PhD. (Marketing). University of Alberta

BSc. Honors (Accounting and Finance). LUMS University

Teaching Areas:

Digital Marketing, Data Analytics, Marketing Research, and Fundamentals of Marketing.

Research Interests:

Shaheer’s research focuses on using experimental methods and quantitative approaches, such as natural language processing and machine learning, to study 1) the production and consumption of language, and 2) their downstream consequences on consumer behavior.

He studies how language shapes consumer attitudes and perceptions, especially in word of mouth, expertise, and artificial intelligence (AI) contexts. His research adopts a multi-methods approach to study constructs like cuteness and slang from a linguistic perspective. He relies on experiments and natural language processing techniques like word2vec and topic modeling, along with machine learning (regressions, SVM, clustering, etc.), to study consumer behavior phenomenon related to semantic associations, expertise signals, and perceived credibility of virtual AI agents.

Overall, his research blends data science and machine learning with experiments to explore interesting, consumer-relevant problems on the frontier of language and communication; focusing on topics relating to language production and consumption, and their implications for firms and consumer behavior. His findings shed light on consumer interactions and have implications for how consumers—and firms—can communicate effectively.