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Michael Mulvey

Mulvey, Michael
Assistant Professor
Coordinator for the Marketing/OB-HR section
B.Com. (uOttawa), M.Sc. (Clarkson), Ph.D. (Penn State University)
DMS 5147
613-562-5800 x 4571
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Dr. Mulvey is an Assistant Professor of Marketing at the University of Ottawa's Telfer School of Management since 2003. 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 such as metaphor elicitation, means-end theory and the laddering technique to uncover how customers think. His recent research examines branding and positioning strategy, advertising design and testing, and perceived value and consumer choice. He has published articles in the Journal of Retailing, Journal of Public Policy and Marketing, International Journal of Research in Marketing, Advances in Consumer Research, Qualitative Market Research, Journal of Leisure Research, and Innovative Marketing.

Professional Experience

Dr. Mulvey has served as an expert witness and consultant on a wide range of 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

  • 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.
  • 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.
  • 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.
  • 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.
  • Mulvey, M.S., Gengler, C.E. and Lever, M. 2016. Perspective-Taking for Policy-Making: An Analysis of Canadian Cross-border Shopping. NMIMS Journal of Economic and Public Policy, 1(1): 27-39.

Invited Contributions and/or Technical Reports

  • 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
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
2015 School of Management Research Fund (SMRF) A Netnographic Analysis of Tensions in Snowbirds' Travel Lifestyle Decisions R I PI $ 4,100
2013-2014 School of Management Research Fund (SMRF) Cross-border Shopping: Meanings, Rules, and Practices R I 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

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