- DMS 5147
- 613-562-5800 x 4571
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- Advertising Comprehension / Brand Image and Positioning Strategy
- Consumer Behaviour / Consumer Saving and Spending
- Interpretation and Testing
- Marketing of Financial Services
- Perceived Value and Product Choice
- Qualitative Research Methodology
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.
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.
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
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.
Mulvey, M.S. and Gengler, C.E. 2013. Understanding Innovation-Values Fit from the Consumer Perspective: A New Mixed-Model Approach. NMIMS Management Review, 23(October): 18-46.
Mulvey, M.S. and Kavalam, B.E. 2010. Mining Deeper Meaning in Consumer Decision Maps. Qualitative Market Research: An International Journal, 13(4): 372-388.
Other Scholarly Contributions
(Case) Guolla, M.A. and Mulvey, M.S. 2011. "Promoting Pride in Canada's Capital Region / Promouvoir la fierté envers la région de la capitale du Canada", Telfer School of Management, Ottawa, ON, Canada. Marketing Case - Jeux du Commerce 2011
Funded Research during the last 7 years
|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|
|2011||Telfer School of Management Research Fund (SMRF)||Assessing Brand Positioning Using Personality Traits and Values||R||I||PI||$ 700|
*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