Michael Mulvey
- Location
- DMS 5147
- Telephone
- 613-562-5800 x 4571
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Biography
Dr. Mulvey is a Full Professor of Marketing at the University of Ottawa's Telfer School of Management and a member of the LIFE Research Institute. He previously held research and teaching positions at Rutgers University, Penn State University, and the Bucharest School of Management. A dedicated educator, he is a two-time finalist for the University of Ottawa Award for Excellence in Teaching, received the GE Teaching Fellowship at Rutgers for innovative technology use, and earned multiple nominations for teaching awards, including the Paul Nadler and Thomas H. Mott Teaching Excellence Awards and TVO's Best Lecturer Competition.
Research Interests
Dr. Mulvey's research explores how products, brands, and behaviors acquire personal relevance for consumers. He specializes in qualitative research methods and text analytics to uncover consumer thinking patterns, particularly how meanings influence decision-making. His research funding totals over $1.4 million, including $280,000 as principal investigator. As co-leader of the Daring to Travel LIFE Research Team, he collaborates with travel industry stakeholders to enable older adults and persons with disabilities to participate confidently in travel and tourism. His academic interests span perceived value, brand positioning, visual rhetoric, aging and quality of life, and online advice exchange dynamics.His research appears in journals across marketing (Advances in Consumer Research, Industrial Marketing Management, Innovative Marketing, International Journal of Research in Marketing, Journal of Brand Management, Journal of Business & Industrial Marketing, Journal of Retailing, NMIMS Management Review, Psychology & Marketing, Qualitative Market Research), travel and tourism (Journal of Leisure Research, Journal of Travel Research, Journal of Vacation Marketing, Tourism Analysis), and public policy and consumer well-being (BMC Public Health, Canadian Journal of Occupational Therapy, F1000Research, Frontiers in Public Health, Journal of Gambling Issues, Journal of Public Policy and Marketing, NMIMS Journal of Economic and Public Policy, The Gerontologist).
Professional Experience
Dr. Mulvey brings extensive marketing consultation experience across industries including financial services, tourism, consumer packaged goods, retail, and the nonprofit sector. Specializing in consumer perceptions and brand positioning strategy, his research provides essential insights for understanding consumer behavior and refining marketing strategies. His consultancy work extends to providing expert testimony in federal and provincial courts and tribunals on cases involving brand confusion, trademark infringement, and price deception. An active scholar, he presents research at international conferences and serves as a media commentator, bridging academic research and public discourse. Outside work, he enjoys ice hockey, skiing, tinkering with a muscle car, and playing guitar—albeit poorly.
Publications during the last 7 years
Papers in Refereed Journals
- Mulvey, M.S., Padgett, D., Garcia, L. 2026. Age-friendly branding: A definition, review, and framework for inclusivity. Journal of Product and Brand Management, 35(2): 320-335.
- *Primossi, V., Garcia, L., Mulvey, M.S. 2026. Consumers living with dementia: A scoping review of overlooked marketplace experiences. Journal of Marketing Management, 42(7-8): 880-916.
- *Oostlander, S., *Joanisse, C., Garcia, L., Mulvey, M.S., Lagacé, M., Fraser, S., ..., O'Sullivan, T. 2025. "I have an image of myself, it's strong and resilient": Assets supporting resilience of older adults and their communities during the COVID-19 pandemic. Canadian Journal on Aging, 44(2): 194-202.
- *Danful, G.K., Pignac, S., Fitzpatrick, E.M., Mulvey, M.S., Turcotte, P.-L., Robitaille, A., *Primossi, V., Garcia, L. 2025. Barriers and facilitators to air travel among adults with hearing loss: A scoping review. International Journal of Audiology, (In Press).
- Mulvey, M.S., Elliot, S., Lever, M. 2025. Global staycation trends: A comparative analysis of consumer interest across time and regions. Tourism Analysis, 30(1): 87-106.
- *Joanisse, C., *Oostlander, S., Mulvey, M.S., Garcia, L., Harrison, S., Lagacé, M., ..., O'Sullivan, T. 2025. Where it’s okay if we die’: Exploring older Canadians’ perspective on long-term care through found poetry. The Gerontologist, 65(6): gnaf040.
- Mulvey, M.S., *Belanger, C., *Bakker, D. 2025. Working it out: Service displacement and the dynamics of consumer adaptation. Journal of Services Marketing, 39(5): 458-474.
- Lever, M., Mulvey, M.S., Elliot, S. 2024. A typology of residents' travel safety perceptions and border hesitancy during a crisis. Journal of Vacation Marketing, 31(4): 813-831.
- *Lam, J., Mulvey, M.S., Robson, K., Pitt, L. 2024. Culture uncovered: B2B salesforce job reviews as windows into corporate values. Journal of Business and Industrial Marketing, 39(5): 1077-1091.
- *Oostlander, S., *Joanisse, C., Mulvey, M.S., Fraser, S., Lagacé, M., Bélanger-Hardy, L., ..., O'Sullivan, T. 2024. Occupational participation among older adults in a pandemic: An occupational therapist’s perspective. Canadian Journal of Occupational Therapy, 92(3): 161-172.
- *Ménard, A., O'Sullivan, T., Mulvey, M.S., Belanger, C., Fraser, S. 2024. Perceptions of hospital care for persons with dementia during the COVID-19 pandemic: A social media sentiment analysis. The Gerontologist, 64(7).
- Krishnamurthy, P., Mulvey, M.S., Gowdar, K., 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.
- Mulvey, M.S., O'Sullivan, T., Fraser, S. 2023. Upholding dignity during a pandemic via Twitter. F1000Research, 12(183): 1-14.
- Lam, J., Mulvey, M.S., 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., 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., 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., 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.
Chapters in Books
- Mulvey, M.S., Wernaart, B., *Nader, B. Crowdsourced views on consumer misbehaviour in service encounters: Know your rights!. In Applied Human Rights. The Netherlands: Wageningen Academic Publishers, 2023.
- Mulvey, M.S., Padgett, D., 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.
Invited Contributions and/or Technical Reports
- Mulvey, M.S., Garcia, L., *Chiarelli, A., *Primossi, V.. 2026. "Emotional dynamics in air travel for people living with dementia and their travel companions".
- Garcia, L., Mulvey, M.S., *Primossi, V., *Chiarelli, A., Robitaille, A.. 2024. "An analysis of Canadian airport services and programs for people living with dementia and their travel companions".
- Mulvey, M.S., Garcia, L., *Chakra, M., *Primossi, V., Roberts, S.. 2024. "Disability and emotion dynamics in customer experiences: A scoping review".
- Mulvey, M.S., Garcia, L., *Primossi, V.. 2024. "Well-being spirals: Air travel experiences of persons living with dementia".
- Mulvey, M.S., Garcia, L., *Hajela, P., *Primossi, V., Roberts, S.. 2023. "Advances in service marketing: A systematic literature review".
- Mulvey, M.S., *Primossi, V., *Chiarelli, A., Garcia, L., Robitaille, A.. 2023. "Online availability and accessibility of airport-based programs".
- Garcia, L., Mulvey, M.S., *Primossi, V.. 2022. "Age-inclusive air travel: Information paper".
- *Primossi, V., Mulvey, M.S., Garcia, L.. 2022. "Air travel experience and passengers living with dementia: A comprehensive literature review for Canada".
- Garcia, L., Mulvey, M.S., *Primossi, V.. 2022. "Air travel experience of passengers living with cognitive impairment or dementia".
- Gillis, M., Rabheru, K., Bélanger-Hardy, L., Garcia, L., Lagacée, M., Mulvey, M.S.. 2020. "Protecting Human Rights During and After Covid -19: Challenges to the Human Rights of Older People in Canada".
Funded Research during the last 7 years
| From-To | Source | Title | Purpose | Type | Role | Amount |
|---|---|---|---|---|---|---|
| 2025-2026 | SMRG Research Event Grant | 2026 AMA Marketing and Public Policy Conference | S | I | PI | $5,000 |
| 2025-2025 | Dom Herrick Experiential Learning (ExL) Fund | Social Listening and Deep Social Media Analysis | S | I | PI | $6,500 |
| 2023-2025 | Institut national du cancer (INCa) (France) | TARéSo-Pil – Tobacco and Alcohol Products on Social Networks | R | G | Co-I | $217,343 |
| 2023-2025 | National Research Council of 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 | RTOERO Foundation | Stronger Together: Making Canada Dementia Inclusive | R | F | Co-I | $50,000 |
| 2022-2023 | Ministry for Seniors and Accessibility | Dementia Inclusive Business Strategies (DIBS) | R | G | Co-I | $25,000 |
| 2022-2022 | 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 |
| 2021-2021 | Mathematics of Information Technology and Complex Systems (MITACS) | Mitacs Business Strategy Internship (BSI) | C | G | Co-A | $10,000 |
| 2021-2021 | 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 |
LEGEND:
Purpose
C: Contract (R and D) | E: Equipment Grant | R: Research Grant | S: Support Award | P: Pedagogical Grant | O: Other, U: Unknown
Type
C: Granting Councils | G: Government | F: Foundations | I: UO Internal Funding | O: Other | U: Unknown
Role
PI = Principal Investigator | Co-I = Co-Investigator | Co-PI = Co-Principal Investigator
