Skip to main content

Michael Mulvey

Mulvey, Michael
Associate Professor
B.Com. (uOttawa), M.Sc. (Clarkson), Ph.D. (Penn State University)
DMS 5147
613-562-5800 x 4571
This email address is being protected from spambots. You need JavaScript enabled to view it.


Dr. Mulvey is an Associate Professor of marketing at the University of Ottawa’s Telfer School of Management and a member of the LIFE Research Institute. He is a two-time finalist for the University of Ottawa Award for Excellence in Teaching and was nominated for TVOntario's 2010 Best Lecturer Competition. Previously, he held research and teaching positions at Rutgers (1996-2002, 2005-2006), Penn State (1993-1996), and the Bucharest School of Management (since 2006). At Rutgers, Dr. Mulvey was named GE Teaching Fellow in 2000 for his innovative use of technology in the classroom, and he was a three-time finalist for the Paul Nadler Award for Teaching Excellence and a finalist for the Thomas H. Mott Teaching Excellence Award.

Research Interests

Dr. Mulvey's research focuses on how products, brands and behaviours gain personal relevance to consumers. He is an expert in using qualitative research methods and text analytics to uncover how customers think, especially the impact that meanings have on decision-making. His academic interests include perceived value, brand positioning, visual rhetoric, ageing and quality of life, and advice-giving and advice-taking in online forums. His research is published in diverse journals, reflecting his versatile mixed-methods approach. These journals span marketing areas, including Advances in Consumer Research, Industrial Marketing Management, Innovative Marketing, International Journal of Research in Marketing, Journal of Retailing, Journal of Public Policy and Marketing, and Qualitative Market Research, and cross-disciplinary fields like F1000Research, Frontiers in Public Health, The Gerontologist, Journal of Leisure Research, and Journal of Travel Research.

Professional Experience

Dr. Mulvey has served as an expert witness and consultant on various marketing, consumer behaviour, branding, and advertising issues. Past clients include Bank of America, Corporation for Public Broadcasting, Harrah's Casino, Hilton Hotels, Motorola, New York State, Panasonic, ShopRite Supermarkets, Toyota, and United Way. He has also provided expert testimony to the Ontario Superior Court of Justice, Superior Court of Quebec, Federal Court of Canada and Competition Bureau Canada regarding brand confusion, trademark infringement and price deception. He has presented his work at many international conferences and often shares his expertise as a commentator in the media.

Publications during the last 7 years

Papers in Refereed Journals

  • Lam, J.*, Mulvey, M.S., Robson, K. and Pitt, L. 2023. Culture uncovered: B2B salesforce job reviews as windows into corporate values. Journal of Business and Industrial Marketing, (Accepted).
  • Mulvey, M.S., O'Sullivan, T. and Fraser, S. 2023. Upholding dignity during a pandemic via Twitter. F1000Research, 12(183): 1-14.
  • Krishnamurthy, P., Mulvey, M.S., Gowdar, K. and et al. 2023. Drivers of vaccine hesitancy among vulnerable populations in India: A cross-sectional multi-state study. Frontiers in Public Health, 11(1177634): 1-11.
  • Ménard, A.*, O'Sullivan, T., Mulvey, M.S., Belanger, C. and Fraser, S. 2023. Perceptions of hospital care for persons with dementia during the COVID-19 pandemic: A social media sentiment analysis. The Gerontologist, (Accepted).
  • Lam, J., Mulvey, M.S. and Robson, K. 2022. Looking through the Glassdoor: The stories that B2B salespeople tell. Industrial Marketing Management, 105(August): 478-488.
  • Brown, T., Caruana, A., Mulvey, M.S. and Pitt, L. 2021. Understanding the Emotions of those with a Gambling Disorder: Insights from Automated Text Analysis. Journal of Gambling Issues, 47: 121- 142.
  • Mulvey, M.S., Lever, M. and Elliot, S. 2020. A Cross-National Comparison of Intra-Generational Variability in Social Media Sharing. Journal of Travel Research, 59(7): 1204-1220.
  • Goethals, L., Barth, N., Hupin, D., Mulvey, M.S., Roche, F., Gallopel-Morvan, K. and Bongue, B. 2020. Social Marketing Interventions to Promote Physical Activity Among 60 Years and Older: A Systematic Review of the Literature. BMC Public Health, 20(1312): 1-11.
  • Pitt, C., Mulvey, M.S. and Kietzmann, J. 2018. Quantitative Insights from Online Qualitative Data: An Example from the Healthcare Sector. Psychology and Marketing, 35(12): 1010-1017.
  • Gengler, C.E. and Mulvey, M.S. 2017. Planning Pre-launch Positioning: Segmentation via Willingness-to-Pay and Means-End Brand Differentiators. Journal of Brand Management, 24(3): 230-249.

Chapters in Books

  • Mulvey, M.S., Padgett, D. and Lever, M. Sustaining Travel Dreams in Retirement: Guidance at the Crossroads. In Well-Being in Older Life: The Notion of Connected Autonomy. London, UK: Routledge, 2023.
  • Mulvey, M.S., Wernaart, B. and Nader, B.*. Crowdsourced views on consumer misbehaviour in service encounters: Know your rights!. In Applied Human Rights. The Netherlands: Wageningen Academic Publishers, 2023, (In Press).

Invited Contributions and/or Technical Reports

  • Mulvey, M.S., *Primossi, V., *Chiarelli, A., Garcia, L. and Robitaille, A. 2023. "Online availability and accessibility of airport-based programs", (31 pp.).
  • Mulvey, M.S., Garcia, L., *Hajela, P. and *Primossi, V. 2023. "Advances in service marketing: A systematic literature review", (p. 16).
  • Garcia, L., Mulvey, M.S. and *Primossi, V. 2022. "Air travel experience of passengers living with cognitive impairment or dementia", (28 pp.).
  • Garcia, L., Mulvey, M.S. and *Primossi, V. 2022. "Age-inclusive air travel: Information paper", (5 pp.).
  • *Primossi, V., Mulvey, M.S. and Garcia, L. 2022. "Air travel experience and passengers living with dementia: A comprehensive literature review for Canada", (32 pp.).
  • Gillis, M., Rabheru, K., Bélanger-Hardy, L., Garcia, L., Lagacée, M. and Mulvey, M.S. 2020. "Protecting Human Rights During and After Covid -19: Challenges to the Human Rights of Older People in Canada, A Report to the UNHRC by International Longevity Centre Canada", December.

Funded Research during the last 7 years

Funded Research during the last 7 years
From-To Source Title * ** Role Amount
2023-2025 National Research Council Canada (NRC) D-AIRing to Improve Air Travel for Passengers Living with Dementia R G PI $ 124,556
2023-2025 Institut national du cancer (INCa) (France) TARéSo-Pil – Tobacco and Alcohol Products on Social Networks R G Co-I $ 217,343
2023-2024 Transport Canada Canadian airport services and programs for people living with dementia and their travel companions C G PI $ 39,980
2022-2025 Public Health Agency of Canada (PHAC) Stronger Together: Making Ottawa and Renfrew County Dementia Inclusive R G Co-I $ 693,296
2022-2024 Social Sciences and Humanities Research Council (SSHRC) 'They say that I'm vulnerable': older adults' perceptions of disaster resilience and pandemic-related media discourse R C Co-A $ 191,977
2022-2023 Ministry for Seniors and Accessibility Dementia Inclusive Business Strategies (DIBS) R G Co-I $ 25,000
2022-2023 RTOERO Foundation Stronger Together: Making Canada Dementia Inclusive R F Co-I $ 50,000
2022 Telfer School of Management Conference Presentation Support Grant Vantage Points on Consumption Constellations S I PI $ 411
2021-2022 Transport Canada Canadians D-AIRing to Travel: Air Travel and Passengers Living with Dementia C G PI $ 39,750
2021 Mathematics of Information Technology and Complex Systems (MITACS) Mitacs Business Strategy Internship (BSI) C G Co-A $ 10,000
2021 Telfer School of Management A Netnographic Approach to Identifying the Barriers that Persons with Dementia and their Air Travel Companions Face R I PI $ 10,000
2017-2018 Destination Canada – TTRA (Canada) Tourism Research grant Keep Exploring, Sharing and Tweeting: Connecting Millennials, Social Media and Destination Canada’s Brand R G PI $ 10,000


C: Contract (R and D) | E: Equipment Grant | R: Research Grant | S: Support Award | P: Pedagogical Grant | O: Other, U: Unknown

C: Granting Councils | G: Government | F: Foundations | I: UO Internal Funding | O: Other | U: Unknown

PI = Principal Investigator | Co-I = Co-Investigator | Co-PI = Co-Principal Investigator

Healthier Happier

© 2024 Telfer School of Management, University of Ottawa
Policies  |  Emergency Info

alert icon