Vincent-Wayne Mitchell is Professor of Marketing at The University of Sydney Business School. He did his PhD in Professional Services Marketing at Manchester University where he became UMIST’s youngest Professor. On becoming Chair of the Marketing Department at Cass Business School, London in 2004 he helped established the first ever Film Business Academy, a new highly-tailored Executive-PhD program, a new MSc in Marketing Strategy and Innovation and grow the group from 6-12 faculty.
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His research interests focus around consumer problems such as; confinement, confusion, risk, complaining behaviour as well as how visually impaired engage with the marketplace and determinants of consumer happiness. Current projects include; consumer privacy issues and the selling of others’ data, confinement coping strategies in the airline industry, how to evaluate the impact of research. These interests have potential impact via three market mechanisms namely; how consumers solve their own problems and those of other consumers, how businesses can solve them to create competitive advantage and/or government intervention or self-regulation intervention may be necessary when the first two mechanisms don’t work in creating marketplace enfranchisement and fairness.
- MKTG1001 Marketing Principles
- MKTG6007 Consumer Behaviour
Selected publications
Marketing: Real People, Real Decisions, 3rd European Edition
(Pearson, 2019)
Publications
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Edited Books
- Solomon, M., Marshall, G., Stuart, E., Barnes, B., Mitchell, V., Tabrizi, W. (2019). Marketing: Real People, Real Decisions, 3rd European Edition. Harlow, UK: Pearson. [More Information]
Book Chapters
- Kamleitner, B., Mitchell, V. (2018). Can consumers experience ownership for their personal data? From issues of scope and invisibility to agents handling our digital blueprints. In Joann Peck, Suzanne B. Shu (Eds.), Psychological Ownership and Consumer Behavior, (pp. 91-118). Cham: Springer. [More Information]
- Mitchell, V., Harvey, W. (2015). Corporate Brand: Professional service firms. In TC Melewar, SF Syed Alwi (Eds.), Corporate Branding: Areas, arenas and approaches, (pp. 130-148). Abingdon, United Kingdom: Routledge. [More Information]
- Harvey, W., Mitchell, V. (2015). Marketing and Reputation within Professional Service Firms. In Laura Empson, Daniel Muzio, Joseph P Broschak, Bob Hinings (Eds.), The Oxford Handbook of Professional Service Firms, (pp. 279-303). Oxford: Oxford University Press. [More Information]
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Journals
- Ruckelshausen, S., Kamleitner, B., Mitchell, V. (2025). Selling Who You Know: How We Justify Sharing Others’ Data. Journal of Business Ethics, 196, 381-417. [More Information]
- Vilnai-Yavetz, I., Gilboa, S., Mitchell, V. (2024). Malls designed for inclusion? Emotional experience of irritating aspects of the mallscape that distance consumers with disabilities. Journal of Services Marketing, 38(3), 344-368. [More Information]
- Gilboa, S., Vilnai-Yavetz, I., Mitchell, V. (2024). Shopping mall detachment: Why do some consumers avoid malls? Journal of Retailing and Consumer Services, 78, 103740. [More Information]
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2025
- Ruckelshausen, S., Kamleitner, B., Mitchell, V. (2025). Selling Who You Know: How We Justify Sharing Others’ Data. Journal of Business Ethics, 196, 381-417. [More Information]
2024
- Vilnai-Yavetz, I., Gilboa, S., Mitchell, V. (2024). Malls designed for inclusion? Emotional experience of irritating aspects of the mallscape that distance consumers with disabilities. Journal of Services Marketing, 38(3), 344-368. [More Information]
- Gilboa, S., Vilnai-Yavetz, I., Mitchell, V. (2024). Shopping mall detachment: Why do some consumers avoid malls? Journal of Retailing and Consumer Services, 78, 103740. [More Information]
2023
- Knight, E., Mitchell, V. (2023). The 'how' rather than the 'what' of research impact. Higher Education Research and Development, 42(2), 336-349. [More Information]
2022
- Vilnai-Yavetz, I., Gilboa, S., Mitchell, V. (2022). "There is no place like my mall": consumer reactions to the absence of mall experiences. Journal of Services Marketing, 36(4), 563-583. [More Information]
- Mitchell, V., Harvey, W., Wood, G. (2022). Where does all the 'know how' go? The role of tacit knowledge in research impact. Higher Education Research and Development, 41(5), 1664-1678. [More Information]
2021
- Vilnai-Yavetz, I., Gilboa, S., Mitchell, V. (2021). Experiencing atmospherics: The moderating effect of mall experiences on the impact of individual store atmospherics on spending behavior and mall loyalty. Journal of Retailing and Consumer Services, 63, 102704. [More Information]
- Mitchell, V., Balabanis, G. (2021). The role of brand strength, type, image and product-category fit in retail brand collaborations. Journal of Retailing and Consumer Services, 60, 102445. [More Information]
- Harvey, W., Mitchell, V., Almeida Jones, A., Knight, E. (2021). The tensions of defining and developing thought leadership within knowledge-intensive firms. Journal of Knowledge Management, 25(11), 1-33. [More Information]
2020
- Gilboa, S., Vilnai-Yavetz, I., Mitchell, V., Borges, A., Frimpong, K., Belhsen, N. (2020). Mall experiences are not universal: The moderating roles of national culture and mall industry age. Journal of Retailing and Consumer Services, 57, 102210. [More Information]
- Gilboa, S., Mitchell, V. (2020). The role of culture and purchasing power parity in shaping mall-shoppers' profiles. Journal of Retailing and Consumer Services, 52, 1-13. [More Information]
2019
- Mitchell, V. (2019). A proposed framework and tool for non-economic research impact measurement. Higher Education Research and Development, 38(4), 819-832. [More Information]
- Solomon, M., Marshall, G., Stuart, E., Barnes, B., Mitchell, V., Tabrizi, W. (2019). Marketing: Real People, Real Decisions, 3rd European Edition. Harlow, UK: Pearson. [More Information]
- Kamleitner, B., Mitchell, V. (2019). Your Data Is My Data: A Framework for Addressing Interdependent Privacy Infringements. Journal of Public Policy and Marketing, 38(4), 433-450. [More Information]
2018
- Kamleitner, B., Mitchell, V. (2018). Can consumers experience ownership for their personal data? From issues of scope and invisibility to agents handling our digital blueprints. In Joann Peck, Suzanne B. Shu (Eds.), Psychological Ownership and Consumer Behavior, (pp. 91-118). Cham: Springer. [More Information]
- Kamleitner, B., Mitchell, V., Stephen, A., Kolah, A. (2018). Customers could be the weak link in consumer data management systems. Journal of Data Protection & Privacy, 2(2), 171-176.
- Mitchell, V., Harvey, W. (2018). How preferable and possible is management research-led teaching impact? Management Learning, 49(3), 363-373. [More Information]
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2017
- Mitchell, V., Lodhia, A. (2017). Understanding the metrosexual and spornosexual as a segment for retailers. International Journal of Retail & Distribution Management, 45(4), 349-365. [More Information]
2016
- Walsh, G., Lindridge, A., Mitchell, V., Deseniss, A., Lippold, A. (2016). Investigating consumer confusion proneness cross-culturally: empirical evidence from the USA, Germany, and Thailand. International Journal of Markets and Business Systems, 2(3), 226-242. [More Information]
- Mitchell, V., Schlegelmilch, B., Mone, S. (2016). Why should I attend? The value of business networking events. Industrial Marketing Management, 52, 100-108. [More Information]
2015
- Mitchell, V., Harvey, W. (2015). Corporate Brand: Professional service firms. In TC Melewar, SF Syed Alwi (Eds.), Corporate Branding: Areas, arenas and approaches, (pp. 130-148). Abingdon, United Kingdom: Routledge. [More Information]
- Mitchell, V., Bakewell, C., Jackson, P., Heslin, C. (2015). How message framing affects consumer attitudes in food crises. British Food Journal, 117(8), 2200-2211. [More Information]
- Harvey, W., Mitchell, V. (2015). Marketing and Reputation within Professional Service Firms. In Laura Empson, Daniel Muzio, Joseph P Broschak, Bob Hinings (Eds.), The Oxford Handbook of Professional Service Firms, (pp. 279-303). Oxford: Oxford University Press. [More Information]
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2014
- Mitchell, V. (2014). Positioning. In Cary L. Cooper (Eds.), Wiley Encyclopedia of Management - 3rd edition. John Wiley & Sons. [More Information]
- Mitchell, V., Chaudhury, A. (2014). Predicting retail brand extension strategy success: A consumer based model. Journal of Customer Behavior, 13(2), 93-111. [More Information]
- Huang, H., Mitchell, V. (2014). The role of imagination and brand personification in brand relationships. Psychology and Marketing, 31(1), 38-47. [More Information]
2013
- Zhong, J., Mitchell, V. (2013). When having is not enough: Implications of being satisfied. European Journal of Marketing, 47(11-12), 1975-2001. [More Information]
2012
- Balabanis, G., Mitchell, V., Bruce, I., Riefler, P. (2012). A Conceptual Stress-Coping Model of Factors Influencing Marketplace Engagement of Visually Impaired Consumers. Journal of Consumer Affairs, 46(3), 485-505. [More Information]
- Huang, H., Mitchell, V., Rosenaum-Elliott, R. (2012). Are Consumer and Brand Personalities the Same? Psychology and Marketing, 29(5), 334-349. [More Information]
- Zhong, J., Mitchell, V. (2012). Does Consumer Well-Being Affect Hedonic Consumption? Psychology and Marketing, 29(8), 583-594. [More Information]
2011
- Shaw, R., Mitchell, V. (2011). Rediscover marketing's lost role. Marketing Management, 20(1), 32-37.
2010
- Walsh, G., Mitchell, V. (2010). Consumers' Intention to Buy Private Label Brands Revisited. Journal of General Management, 35(3), 3-24. [More Information]
- Walsh, G., Mitchell, V. (2010). Identifying, segmenting and profiling online communicators in an internet music context. International Journal of Internet Marketing and Advertising, 6(1), 41-64. [More Information]
Selected Grants
2022
- What inspires Indigenous communities?, Mitchell V, Sydney Business School/Business Research Funding Scheme: Wingara Mura Grant