• Bond University, Bond Business School

    4229 Gold Coast


  • 833 Citations
  • 11 h-Index

Research output per year

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Personal profile

Research interests

I completed my education at the University of Arizona in 1993 with a Ph.D. in Marketing. I joined Bond University, Australia, in 2002, where I am a Professor of Marketing. Over the years I have held various positions including Head of the Marketing Department, Director of the PhD Program and Associate Dean of Research (Bond Business School).

I have published in a variety of top academic journals, including the Journal of Marketing Research, Journal of Consumer Research, the European Journal of Marketing, Organizational Behaviour and Human Decision Processes, and Psychology & Marketing.

A perusal of my vita will indicate that my interests are broad, but nearly all the research falls under the rubric of behavioural decision making. 

Experiencing foreign cultures is my passion. I have visited over 42 countries and given academic presentations in Asia, North America and Europe.

Statement for HDR students

Examples of completed PhD theses:

  • Dual-tasking, temporal embedding or having fun: When does time fly?, with Sonia Vilches-Montero.
  • An Exploration of the Effects of Outcome Desirability and Agency Appraisals on Emotions and Consumer Decision-Making Processes, with Lisa Watson.
  • Multi-sponsored Events: Should I Sponsor If They Are? The Multi-dimensionality of Fit and its Effect on Brand Judgments, with Robin Pentecost

Education/Academic qualification

PhD, University of Arizona

Award Date: 15 Aug 1993

Economics, MA, San Jose State University


Economics and International Business, BSc, California Polytechnic State University SLO


Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output

Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency

Rabbanee, F., Roy, R. & Spence, M. T., 18 May 2020, In : European Journal of Marketing. 54, 6, p. 1407-1431 25 p.

Research output: Contribution to journalArticleResearchpeer-review

Open Access
  • 1 Citation (Scopus)
    63 Downloads (Pure)

    Millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content

    Kaihatu, T. S., Spence, M. T., Kasim, A., Satrya, I. D. G. & Budidharmanto, L. P., 22 Jul 2020, In : Journal of Ecotourism. 20 p.

    Research output: Contribution to journalArticleResearchpeer-review

  • The mitigating effect of matching regulatory focus with arousal‐inducing stimuli in service failure situations

    Das, G., Roy, R. & Spence, M. T., 18 Jul 2020, In : Psychology and Marketing. 37, 10, p. 1420-1432 13 p.

    Research output: Contribution to journalArticleResearchpeer-review

  • Response to Thoemmes and Lemmer (2019) regarding Mediation Analysis Revisited

    Kim, J., Gui, Y. G., Jang, S., Spence, M. T. & Park, J., 1 May 2019, In : Australasian Marketing Journal. 27, 2, p. 126-128 3 p.

    Research output: Contribution to journalArticleResearchpeer-review

  • 1 Citation (Scopus)
    Open Access
  • Activities

    • 1 Oral presentation

    How behavioural decision-making has evolved

    Mark Spence (Speaker)

    25 Sep 2019

    Activity: Talk or presentationOral presentation