hero image
Michael Capella, PhD - Villanova University. Villanova , PA, US

Michael Capella, PhD Michael Capella, PhD

Professor of Marketing & Business Law; Associate Dean of Graduate & Executive Programs | Villanova School of Business | Villanova University


Michael Capella, PhD, is an expert in sales, retailing, advertising, public policy, food, and pharmaceuticals.


Areas of Expertise (9)

Business Food Marketing and Policy Pharmaceuticals Public Policy Retail Sales Advertising Consumer Consumption of Harmful Products Tobacco Policy


Professor Capella's research interests focus marketing and public policy issues, including topics related to advertising effects, including in-game advertising and advergames, consumer consumption of harmful products, and retail pricing strategies. Other areas of expertise based on his industry experience include in-store retailing and outside sales strategies, including compensation and motivating the sales force.

Education (3)

Mississippi State University: PhD

Georgia State University: MBA

Mississippi State University: BBA

Select Accomplishments (6)

Emerald Publishing Group Citation of Excellence Award (professional)

Awarded for “The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames and Advertising in Social Network Games"

Best Reviewer of the International Journal of Advertising (professional)


Villanova School of Business Emerging Scholar Award


Best Article Award, Journal of Advertising (professional)

Awarded for “The Effect of Cigarette Advertising Bans on Consumption: A Meta-Analysis”

Thomas Ponzurick Top Paper in Conference Award, Association of Marketing Theory and Practice Conference


Best Conference Paper Award, Marketing and Public Policy Conference


Affiliations (5)

  • Editorial Review Board, Journal of Public Policy & Marketing
  • Editorial Review Board, Journal of Consumer Affairs
  • Editorial Review Board, Journal of Advertising
  • Editorial Review Board, International Journal of Advertising
  • Editorial Review Board, Journal of Global Scholars of Marketing Science

Select Media Appearances (2)

Where Entrepreneurship is Thriving: Prison

CBS News  online


"Yet even in such a rigidly controlled environment, from what types of clothes prisoners wear to when they wake up in the morning, inmates are finding ways to meet their needs through entrepreneurial ventures, according to a new study from Ronald Paul Hill and Michael Capella of the Villanova School of Business and Justine Rapp at the University of San Diego and published in the Journal of Public Policy & Marketing." (...)

view more

Decide as an Undergrad Business Major if You Need an MBA

U.S. News  online


"Michael Capella, the associate dean for graduate and executive programs at Villanova University's business school, says the MBA program​ trains students to be leaders and is ideal for students who want to manage people or get a more senior position at an organization." (...)

view more

Research Grants (2)

Summer Research Support Recipient

Villanova School of Business 


Villanova University Office of Research and Sponsored Projects Summer Research Fellowship

Villanova University 


Select Academic Articles (5)

The financial impact of loyalty programs in the hotel industry: A social exchange theory perspective Journal of Business Research

Johnny Jiung YeeLee, Michael L. Capella, Charles R.Taylor, Mi (Meg)Luo, Colin B.Gabler


view more

The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames and Advertising in Social Network Games Journal of Advertising

Ralf Terlutter & Michael L. Capella


view more

Exploring the Effects of Odd Pricing: An Examination Using Adaptation-Level Theory Journal of Product & Brand Management

Brian R. Kinard, Michael L. Capella, & P. Greg Bonner


view more

A Review of the Effect of Cigarette Advertising International Journal of Research in Marketing

Michael L. Capella, Cynthia Webster, & Brian R. Kinard


view more

Do Pharmaceutical Marketing Activities Raise Prices? Evidence from Five Major Therapeutic Classes Journal of Public Policy & Marketing

Michael L. Capella, Charles R. Taylor, Randall Campbell, & Lance Longwell


view more