Mark Cleveland (PhD, MSc, BComm) is an Associate Professor of Marketing (promoted with Tenure July 1, 2011). In July 2010, he was appointed Dancap Private Equity Professor in Consumer Behavior. Dr. Cleveland conducts research into several areas of marketing, with a special focus on cross-cultural consumer behavior, globalization and culture, ethnic identity and acculturation, culture and decision-making, cosmopolitanism, international market segmentation, services marketing, green marketing, gift-giving, advertising, as well as branding and positioning. Currently Dr. Cleveland teaches courses in Marketing Research, Consumer Behavior, as well as a new advanced Seminar in Consumer Research. He formerly taught Principles of Marketing. Dr. Cleveland created and now oversees the consumer behavior area of the Dan Management Program. Prior to joining the University of Western Ontario in 2005, Dr. Cleveland taught at the John Molson School of Business (Concordia University, Montréal) and at HEC-Montréal (Université de Montréal). To date, he has published 20 articles in leading journals, as well as a book on the topic of global consumer culture. His articles have appeared in such journals as the Journal of International Marketing, the Journal of Business Research, the International Marketing Review, Psychology & 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. Dr. Cleveland’s research has been (or is soon scheduled to be) presented at 22 conferences spanning 4 continents. To date, he has conducted research on consumers living in the Americas (Canada, the United States, Mexico, and Chile), Europe (United Kingdom, Sweden, the Netherlands, Hungary, and Greece), and Asia (India, Taiwan, Korea, Japan, Thailand, Iran, Lebanon, and Turkey). Current projects include research in the following areas: Cross-Cultural Validation of a Scale for Measuring Cosmopolitanism; Individualism-Collectivism, Creativity and Brainstorming: A Cross-Cultural Examination; Ethnic Identity and Global Consumer Culture in Iran; Acculturation to Global Consumer Culture and Ethnic Identity: Comparing Muslims and Christians in Lebanon; Global and Local Cultural Influences on Consumer Behavior in the Netherlands; Green Attitudes and Behavior, and Environmental Locus of Control; International Market Segmentation Across Product Categories; Acculturation to Global Consumer Culture among Japanese; and Global vs. Local Brands: How Home Country Bias and Price Differences Impact Brand Choice in Emerging Markets. In 2010, Dr. Cleveland joined the review board for the prestigious International Marketing Review. He serves as an ad-hoc reviewer for many academic journals. He currently sits on UWO’s Non-Medical Ethical Research Board, as well as on many MOS departmental committees. Dr. Cleveland has received numerous awards, including the Benjamin Franklin Parr Fellowship (for academic excellence), the Dancap Private Equity Faculty Fellowship (for academic excellence), the Joe Kelly Graduate Award (for best thesis/dissertation at the John Molson School of Business), the Best Paper Award for the International Journal of Advertising, the Emerald Literati Network Award of Excellence, and the Top-10 Best Reviewers of 2007-2010 for the International Marketing Review. He also gave the valedictorian address at Concordia University’s 2006 joint convocation ceremony.
Articles
Ethnic Identity’s Relationship to Materialism and Consumer Ethnocentrism: Contrasting Consumers in Developed and Emerging Economies (with Michel Laroche and Nicolas Papadopoulos), Journal of the Global Academy of Marketing Science (2011)
Cosmopolitanism, Individual-level Values and Cultural-level Values: A Cross-cultural Study (with Seçil Erdoğan, Gülay Arıkan, and Tuğça Poyraz), Journal of Business Research (2011)
Cosmopolitanism (COS) is an important consumer characteristic for international market segmentation. To date, no empirical...
Identity, Demographics, and Consumer Behaviors: International Market Segmentation across Product Categories (with Nicolas Papadopoulos and Michel Laroche), International Marketing Review (2011)
Purpose – The purpose of this paper is to focus on two questions that are...
Migration and Materialism: The Roles of Ethnic Identity, Religiosity, and Generation (with William Chang), Journal of Business Research (2009)
Culture is the most complex and powerful influence on consumer behavior. Within culturally heterogeneous societies,...
Acculturation and Consumption: Textures of Cultural Adaptation (with Michel Laroche, Frank Pons, and Rony Kastoun), The International Journal of Intercultural Relations (2009)
This study examines patterns of cultural adaptation of an ethnic minority as manifested in consumption...