Mark Mulder, Ph.D.

Associate Professor Professor of Marketing

Mark Mulder
Morken Center for Learning & Technology - Room 321
  • Professional
  • Biography
  • Video


  • Ph.D., Marketing & Consumer Behavior, Washington State University, 2012
  • Management Development Program, Harvard University, 2002
  • M.B.A., Technology & Innovation Management, Pacific Lutheran University, 2000
  • B.B.A., Human Resources and Total Quality Management, Pacific Lutheran University, 1993

Selected Articles

  • Radighieri, Jeff and Mark R. Mulder. "The Impact of Source Effects and Message Valence on Word of Mouth Retransmission." International Journal of Market Research Vol. 56 (2), 2014: 249-263.
  • Mark R. Mulder, Richie Liu & Jeff Joirema. "Consumer Responses to Charity Disclosures: Potential Downsides of Legislative Approaches." Proceedings of the American Marketing Association Marketing and Public Policy Conference 2014: Boston, MA.
  • Mark R. Mulder, Jeff Joireman and Yany Gregoire. "Growing Nonprofit Giving Via Peer-to-Peer Connections: Benefits and Potential Backlash." Proceedings of the Academy of Marketing Science World Marketing Congress 2014: Lima Peru.
  • Gillespie, Brian, Mark R. Mulder and Manja Zidanse. "Who’s Laughing Now? Toward an Understanding of Simulated Laughter and the Laugh-Track Paradox." Proceedings of the Society of Consumer Psychology Conference 2014: Miami, FL.
  • Ostrom, Amy S., Laurel Anderson, Mark S. Rosenbaum, Canan Corus, Raymond P. Fisk, Andrew S. Gallan, Martin Mende, Mark R. Mulder, Mario Giraldo, Steven W. Rayburn, Kunio Shirahada, and Jerome D. Williams. "Transformative Services Research: An Agenda for the Future." Journal of Business Research Vol. 66 (8), 2013: 1203-1210.


  • Wells Fargo School of Business Teaching Award, Pacific Lutheran University (2014)
  • School of Business Professor of the Year Award, Beta Gamma Sigma PLU chapter (2014)
  • David T. Alger Service Award, Pacific Lutheran University (2013)
  • Volunteer Service Award, Franklin Pierce School District (2013)
  • Transformative Consumer Research Dialogical Conference ( Scholarship/Participant - 2011)


Dr. Mark Mulder is an Assistant Professor of Business and he teaches marketing courses in the undergraduate and MBA programs at Pacific Lutheran University. Prior to coming to PLU, he taught in the College of Business and completed his Ph.D. at Washington State University, has previous experience teaching in the PLU School of Business, and was selected for a professional development program at Harvard.  Dr. Mulder is a “Lute”, completing an undergraduate business degree (Human Resource Management) and a MBA from PLU, and is excited to be teaching at PLU and mentoring students.

Dr. Mulder is an active researcher, with research typically in the area of transformative consumer research (TCR), an emphasis which utilizes marketing techniques to improve consumer and societal wellbeing. He has active research in the area of the marketing of charitable giving, and how marketers can encourage philanthropy. Research projects in this area include (1) the emerging trend of charity gift cards and consumer responses to the gifting of charity, (2) the benefits and downsides of peer-to-peer charity networks, and (3) ways to encourage charitable giving through the use of fit and fluency (i.e., linguistics and rhymes). Other research in TCR considers consumer responses to information about sustainable products and the downstream effects of positive and negative information, issues surrounding the psychology of consumer financial decision making, and an investigation of issues surrounding international marriages. His research has been presented at national conferences including the Association for Consumer Research, Society for Consumer Psychology, Marketing and Public Policy Conference, and Global Marketing Conference, and published in marketing and business journals.

Dr. Mulder is also active in the business and non-profit community, and draws insights for his research from service to the community. He has served on several non-profit boards including as president of a chamber of commerce, a board member for Washington Business Week, and as a start-up board founder for the Parkland Community Services Foundation, a new and developing organization help support charitable services in the Parkland community. He has been recognized with an American Marketing Association award for emerging scholars as a Sheth Fellow, as a fellow for transformative consumer research, as a business leader in the Tacoma/Puget Sound area (40 under 40 award), and as an inductee into the Beta Gamma Sigma business fraternity for academic achievement. Recently, he helped coordinate the funding and installation for a well to bring clean water to a remote village in Honduras

Dr. Mulder and his family enjoy PLU sports, community volunteer work, and anything outdoors in the beautiful Northwest sunshine.

Showtime Mark Mulder