Michael Mulvey, Ph.D., is a professor of marketing at the University of Ottawa’s Telfer School of Management. He consults with companies and law firms, is an active keynote speaker, and is a go-to media expert on the topics of branding, consumer trends, and marketing strategy. Professor Mulvey is proficient in using several qualitative research methods to uncover how customers think. His current research examines three topics in the travel and tourism sector: (1) how technology is changing consumers’ cross-border shopping practices, (2) advice-giving and advice-taking in online travel forums, and (3) visual rhetoric and the persuasive powers of characters in advertising.