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 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

  • Mulvey, M.S., O'Sullivan, T. and Fraser, S. 2023. Upholding dignity during a pandemic via Twitter. F1000Research, 12(183): 1-14.
  • 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.
  • 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.

Chapters in Books

  • 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).
  • 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, 2022.

Invited Contributions and/or Technical Reports

  • Mulvey, M.S., Garcia, L., *Hajela, P. and *Primossi, V. 2023. "Advances in service marketing: A systematic literature review", (p. 16).
  • Mulvey, M.S., *Primossi, V., *Chiarelli, A., Garcia, L. and Robitaille, A. 2023. "Online availability and accessibility of airport-based programs", (31 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.).
  • Garcia, L., Mulvey, M.S. and *Primossi, V. 2022. "Age-inclusive air travel: Information paper", (5 pp.).
  • Garcia, L., Mulvey, M.S. and *Primossi, V. 2022. "Air travel experience of passengers living with cognitive impairment or dementia", (28 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
2023-2024 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

© 2023 Telfer School of Management, University of Ottawa
Policies  |  Emergency Info

alert icon