Mehdi Mourali

Mehdi Mourali


Associate Professor

Haskayne School of Business, Marketing [MKTG]

Contact information

Web presence

Phone number

Office: +1 (403) 220-6684


Office: SH490

For media enquiries, contact

Lauren Steeves
Senior Marketing and Communications Strategist

Phone: (403) 220-6153



Educational Background

B.B.A. Administration, Concordia University, 1999

Doctor of Philosophy Administration, Concordia University, 2005

M.S. Administration, Concordia University, 2001


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.


Course number Course title Semester
MKTG 483 LEC 01 01 Buyer Behaviour 2020
MKTG 653 LEC 01 01 Buyer Behaviour 2020
MKTG 674 LEC 01 01 Consumer Insights 2021
MKTG 674 LEC 02 02 Consumer Insights 2021


  • Haskayne Research Professorship, 2014
  • Deans award for outstanding new scholar (honorable mention), 2010
  • Acadamy of Marketing Science / Mary Kay Doctoral Dissertation Award, 2006
  • Joe Kelly Award, 2006
  • Valedictorian at the Concordia University 2005 Fall Graduation Ceremony, 2005
  • AMA-Sheth Foundation Doctoral Consortium Fellow, 2004
  • Rectors Academic Award for the varsity student with the highest academic achievenment, 2002
  • Concordia University - Ph. D. program fellowship, 2001
  • Rectors Academic Award for the varsity student with the highest academic achievenment, 2001


  • Categorizing Engagement Behaviors from the Perspective of Customer Resources. Mehdi Mourali; Xianfang Zeng. (2018)
  • The Effect of Customers’ Knowledge Provision during NPD on Their Positive WOM Intention of New Products. James Agarwal; Xianfang Zeng; Mehdi Mourali. (2017)
  • Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research. Carly Drake; Mehdi Mourali. (2018)