Dr. Thomas Mueller

Dr. Thomas Mueller is a former sports and entertainment marketer who developed promotions programs for Mercury Marine, Wrangler, Mazda Trucks, Chevrolet, Progressive Insurance, Harley-Davidson and Nationwide Insurance, among others. His last project as a practitioner was bringing rally car auto racing to the ESPN X Games in Los Angeles. He is now professor in the Department of Communication at Appalachian State University, both on campus and through his department’s online education program. His teaching specialties include client development and services, Ai integration into brand advertising, ethical practices and analytics predictive models. 

Mueller's body of research has been focused on psychological motivators and detractors to behavior, across a wide range of consumer topics, international advertising, social media marketing, media planning and sales, and analytics modeling. A study of consumer perception of power providers as part of a peak power reduction initiative, for example, was conducted with App State’s Center for Analytics Research & Education (CARE). Another recent study entitled "Blame, then shame? Psychological predictors in cancel culture behavior" was published in The Social Science Journal and has been cited over 90 times in related research. The paper led to an invitation to speak on the "Voice of Islam" radio show, live during drive time in London. 

Mueller’s versatility as a writer, scholar and educator is evident in the topics of his self-published books, which include "Rebooting Jesus: Freethinker's Guide to Christianity" and “Mind Over Diet: Psychology, Food, Fitness and the Art of Self-Negotiation."

Mueller is the senior member of App State’s faculty in residence program. A former endurance sport athlete and ultramarathon runner, Mueller founded the Active Living community at App State, which brings together students interested in maintaining a healthy lifestyle. It is one of several residential learning communities at App State that takes a holistic approach toward the student experience outside of the classroom. 

Areas of expertise

• Sport and entertainment marketing
• Predictive models for consumer behavior
• University residential communities
• Motorsport marketing and operations