Dr. Mark Cleveland

Mark Cleveland

Director, Centre for Research on Migration and Ethnic Relations
Dancap Private Equity Professor 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, MSc, BComm, John Molson School of Business, at Concordia University, Montréal, Canada) is Dancap Private Equity Professor of Consumer Behavior. 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. During 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, and is on the editorial Board of the Canadian Journal of Administrative Studies. He was a guest co-editor for two recent special issues (Journal of Product & Brand Management, special issue on “Beyond Country and Brand Origin”, and International Marketing Review, 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, and centering on the topics of global consumer culture, cross-cultural consumer behavior, cosmopolitanism, materialism, social identities, and green marketing. To date, Mark has published 38 journal articles and book chapters, as well as 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, the Journal of International Consumer Marketing, and the Journal of Global Scholars of Marketing Science. His research has appeared in more than 40 conference proceedings and he has presented his work at conferences spanning 5 continents. 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). Dr. Cleveland’s cumulative scholarly work has more than 3100 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 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.


Consumer Behavior, Marketing Research, Methodology


  • Globalization, Culture and Consumption: global consumer culture, cross-cultural consumer behavior, cosmopolitanism, xenocentrism, materialism, consumer ethnocentrism
  • Social influences on attitudes and behaviors: 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.


Cleveland, Mark & Bartikowski, Boris (2018), “Cultural and Identity Antecedents of Market Mavenism: Comparing Chinese at Home and Abroad,” Journal of Business Research, Vol. 82 (January), 354-363.

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.