University of Calgary

Mehdi Mourali

  • Associate Professor
  • Faculty [BSEN]
  • Faculty [MKTG]


Mehdi Mourali is an associate professor of marketing at the Haskayne School of Business. His research focuses on understanding how people make judgments and decisions in the marketplace. In particular, his work investigates how psychological factors, such as motivation and affect, interact with environmental factors, such as the social and physical contexts, to influence consumer judgment and decision-making.


Mehdi’s research has been published in leading marketing journals, including the Journal of Marketing, the Journal of Consumer Research, and the Journal of Consumer Psychology. He has also presented his work at several national and international academic conferences. Mehdi serves on the editorial board of the Canadian Journal of Administrative Sciences, and as an ad-hoc reviewer for a number of publications, including the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Consumer Psychology.


His teaching interests include undergraduate and graduate courses in consumer behavior, decision making, strategic marketing and research methods. Prior to joining the Haskayne School of Business in 2007, he taught at the Whittemore School of Business and Economics, University of New Hampshire and lectured at the John Molson School of Business, Concordia University. He holds a PhD in administration, an MSc, and a Bachelor of Administration all from Concordia University.

Selected publications


For additional publications, and full-text access, click here.


Mourali, M., Yang, Z., Pons, F., and Hassay, D (2018), "Consumer Power and Choice Deferral: The Role of Anticipated Regret," International Journal of Research in Marketing, 35 (March), 81-99.

Ma, Z., Yang, Z., and Mourali, M (2014), “Consumer Adoption of New Products: Independent versus Interdependent Self-Perspectives,” Journal of Marketing, 78 (March), 101-117. 

Mourali, M., and Yang, Z. (2013), “The Dual Role of Consumer Power in Resisting Social Influence,” Journal of Consumer Research, 40 (October), 439-454. 

Mourali, M., and Nagpal, A. (2013), “The Powerful Select, the Powerless Reject: The Effect of Power on Decision Strategies,” Journal of Business Research, 66 (July), 874-880. 

Mourali, M., and Pons, F., (2009), “Regulatory Fit from Attribute-Based versus Alternative-Based Processing in Decision Making,” Journal of Consumer Psychology, 19 (October), 643-651.

Mourali, M., B
ӧckenholt, U., and Laroche, M., (2007) “Compromise and Attraction Effects under Prevention and Promotion Motivations,” Journal of Consumer Research, 34 (August), 234-247.

Powered by UNITIS. More features.