Director, Centre for Research on Migration and Ethnic Relations
Dancap Private Equity Professor in Consumer Behavior
PhD, Marketing, John Molson School of Business, Concordia University (2006)
Dr. Mark Cleveland (PhD, MSc, BComm, John Molson School of Business, at Concordia University, Montréal, Canada) is the Dancap Private Equity Professor of Consumer Behavior, and an Associate Professor of Marketing (with tenure), in the DAN Management department (Faculty of Social Sciences), at the University of Western Ontario (London, Ontario, Canada). He also taught at the John Molson School of Business (Concordia University, Montréal), HEC-Montréal (Université de Montréal), Euromed School of Management (Marseille), and Kedge Business School (Marseille). He was also a Visiting Professor at Vienna University of Economics and Business. As coordinator of the Consumer Behavior area, Mark teaches numerous courses at the graduate and undergraduate levels, which presently includes marketing research, consumer behavior, consumer theory and methodology, and marketing management. Mark was recently appointed Director of the Collaborative Graduate Program in Migration and Ethnic Relations. Since 2013, Dr. Cleveland has been an Associate Editor for the International Marketing Review. He serves as an ad-hoc reviewer for numerous journals, and has served as a track chair for several international conferences.
Mark’s research spans several areas of marketing, with a special focus on cross-cultural consumer behavior; globalization, ethnic/social identity and acculturation; culture and decision-making; cosmopolitanism, materialism and consumer ethnocentrism; international market segmentation; services marketing, green marketing, gift-giving, advertising, psychometrics and scale development, as well as branding and internet shopping behavior. To date, Mark has published 31 journal articles, numerous book chapters, and a book on global consumer culture. His work appears in the Journal of International Marketing, the International Marketing Review, the Journal of Business Research, Psychology & Marketing, the Journal of Interactive Marketing, the Journal of Economic Psychology, the International Journal of Advertising, the International Journal of Intercultural Relations, the Journal of Consumer Marketing, the Journal of Strategic Marketing, the Journal of Consumer Behavior, the Canadian Journal of Administrative Sciences, and the Journal of International Consumer Marketing. His research has been presented at 38 conferences spanning 5 continents. He has conducted research on consumers living in 22 countries: the Americas (Canada, United States, Mexico, and Chile), Europe (United Kingdom, France, Germany, Slovakia, Sweden, Netherlands, Austria, Hungary, and Greece), and Asia (India, Taiwan, China, Korea, Japan, Thailand, Iran, Lebanon, and Turkey). Dr. Cleveland’s cumulative scholarly work has more than 2100 citations on Google Scholar, and his research has been featured many times in the popular press, including the New York Times, and The Globe and Mail . He has received many awards for his scholarly activities, including 3 best paper awards, and the Hans B. Thorelli Award for an article that has made the most significant and long-term contribution to international marketing theory or practice.
Consumer Behavior, Marketing Research
Cross-cultural consumer behavior; globalization, ethnic/social identity and acculturation; culture and decision-making; cosmopolitanism, materialism and consumer ethnocentrism; international market segmentation; services marketing, green marketing, gift-giving, advertising, psychometrics and scale development
Cleveland, Mark (2015), Wanting Things and Needing Affiliation: Ethnic Consumers and Materialism (Chapter 10, pp. 147-182). In: Jamal, Ahmad, Peñaloza, Lisa & Laroche, Michel (Eds.), Routledge Companion on Ethnic Marketing, Routledge (Taylor & Francis Group) London, UK. ISBN: 978-0-415-64363-4.
Cleveland, Mark & Kalamas, Maria (2015), Environmental Locus of Control (Chapter 9, pp. 187-212). In: Robertson, Jennifer & Barling, Julian (Eds.), The Psychology of Green Organizations, Oxford University Press, Oxford, UK. ISBN: 978-0-19-999748-0.
Saad, Gad; Cleveland, Mark & Ho, Louis (2015), “Individualism-Collectivism and the Quantity versus Quality Dimensions of Individual and Group Creative Performance,” Journal of Business Research, Vol. 68, No. 3, 578-586.
Winit, Warat; Gregory, Gary; Cleveland, Mark & Verlegh, Peeter (2014), “Global vs. Local Brands: How Home Country Bias and Price Differences Impact Brand Evaluations,” International Marketing Review, Vol. 31, No. 2, 102-128.
Cleveland, Mark; Kalamas, Maria & Laroche, Michel (2012), “It’s Not Easy Being Green”: Exploring Green Creeds, Green Deeds, and Environmental Locus of Control,” Psychology & Marketing, Vol. 29, No. 5, 293-305.
Cleveland, Mark; Papadopoulos, Nicolas & Laroche, Michel (2011), “Identity, Demographics, and Consumer Behaviors: International Market Segmentation across Product Categories,” International Marketing Review, Vol. 28, No. 3, 244-266.
Cleveland, Mark; Laroche, Michel; Pons, Frank & Kastoun, Rony (2009), “Acculturation and Consumption: Textures of Cultural Adaptation,” International Journal of Intercultural Relations, Vol. 33, No. 3, 196-212.
Cleveland, Mark; Laroche, Michel & Papadopoulos, Nicolas (2009), “Cosmopolitanism, Consumer Ethnocentrism, and Materialism: An Eight-Country Study of Antecedents and Outcomes,” Journal of International Marketing, Vol. 17, No. 1, 116-146.
Cleveland, Mark & Laroche, Michel (2007), “Acculturation to the Global Consumer Culture: Scale Development and Research Paradigm,” Journal of Business Research, Vol. 60, No. 3, 249-259.
Cleveland, Mark; Kalamas, Maria & Laroche, Michel (2005), “Shades of Green: Linking Environmental Locus of Control and Pro-Environmental Behaviors,” Journal of Consumer Marketing, Vol. 22, No. 4, 198-212.