Dr. Mark Cleveland

Mark Cleveland

Dancap Private Equity Chair in Consumer Behavior
Associate Professor
PhD, Marketing, John Molson School of Business, Concordia University (2006)

Office: SSC 4315
Phone: 519-661-2111 x81464
Email: mclevela@uwo.ca


Google Scholar


Dr. Mark Cleveland (PhD-2006, MSc-2000, BComm-1994, John Molson School of Business, at Concordia University, Montréal, Canada) is the Dancap Chair in Consumer Behavior at the University of Western Ontario. 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), and 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. From 2016-2018, Mark was the Director of Western’s Collaborative Graduate Program in Migration and Ethnic Relations. Since 2013, Dr. Cleveland has been an Associate Editor for the International Marketing Review (Impact Factor: 3.45), and is on the editorial Board of the Canadian Journal of Administrative Studies. He was a guest co-editor for two recent special issues (the Journal of Product & Brand Management, double special issue on “Beyond Country and Brand Origin”, and the International Marketing Review, double special issue on “Global Consumer Culture). Mark is as an ad-hoc reviewer for many journals, and has served as a track chair for numerous conferences.

Dr. Cleveland’s research interests are interdisciplinary, spanning marketing, consumer behavior, and social psychology. His research has 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 43 journal articles, 3 book chapters, and 2 books. His work appears in the Journal of International Marketing, the International Marketing Review, the Journal of Business Research, the Journal of Cleaner Production, Psychology & Marketing, the Journal of Interactive Marketing, the Journal of Economic Psychology, the Journal of Product and Brand Management, 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, the Journal of International Consumer Marketing, and the Journal of Global Scholars of Marketing Science. He has published 47 conference papers and presented his research at conferences spanning 5 continents. He has coauthored journal and conference publications with more than 62 different academic scholars based in 21 countries. To date, 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). Mark currently holds a SSHRC Insight Grant, which he is using to study mixed ethnic identity and consumer behavior. Dr. Cleveland’s cumulative scholarly work has approximately 5000 citations on Google Scholar, and his research has been featured many times in the media, including the New York Times, the Globe and Mail, and CBC’s Marketplace. Mark has been a consultant for numerous organizations, including McCann Worldgroup and Industry Canada. He has received numerous high profile research grants (including an SSHRC Insight Grant), and many awards for his scholarly activities, including 3 best paper awards, Western’s Faculty Scholar Award, 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. 

Google Scholar link: https://scholar.google.ca/citations?user=WWMNNlMAAAAJ 


Consumer Behavior, Marketing Research, Methodology, Marketing Strategy


  • Globalization, Culture and Consumption: global consumer culture, cross-cultural consumer behavior, cosmopolitanism, xenocentrism, materialism, consumer ethnocentrism
  • Social influences on attitudes and behaviors: mixed ethnic identity. conformity and normative social influence, social values and identities, multicultural identities of immigrants, ethnic diasporas, religiosity, social influences and self-esteem, understanding social change.
  • Proenvironmental Attitudes and Behaviors: individual differences impacting sustainable thinking and behaviors, situational enablers and constraints that encourage and thwart enactment of pro-environmental behaviors. 


Representative Recent Publications:

Cleveland, Mark; Robertson, Jennifer & Volk, Victoria, (2020), “Helping or Hindering: Environmental Locus of Control, Subjective Enablers and Constraints, and Pro-environmental Behaviors,” Journal of Cleaner Production, Vol 249 (March), 1-12. https://www.sciencedirect.com/science/article/pii/S0959652619342647 

Cleveland, Mark & Bartsch, Fabian (2019), “Global Consumer Culture: Epistemology and Ontology” International Marketing Review, Vol. 36, No. 4, 556-580. https://www.emerald.com/insight/content/doi/10.1108/IMR-10-2018-0287/full/htm 

Cleveland, Mark & Balakrishnan, Anjana (2019), “Appreciating vs. Venerating Cultural Outgroups: The Psychology of Cosmopolitanism and Xenocentrism,” International Marketing Review, Vol. 36, No. 3, 416-444. https://www.emerald.com/insight/content/doi/10.1108/IMR-09-2018-0260/full/html

Cleveland, Mark & Cecelia Xu (2019), “Multifaceted Acculturation in Multiethnic Settings,” Journal of Business Research, Vol. 103 (October), 250-260. https://www.sciencedirect.com/science/article/pii/S0148296319300700

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. https://www.routledgehandbooks.com/doi/10.4324/9780203080092.ch10