Thomas Mueller


Department of Communication

Appalachian State University

Boone, North Carolina USA

Academic website

Energy research

Book author

Mandela Fellows educator

LinkedIn YouTube

"Cancel Culture" published in The Social Science Journal

My latest research "Blame, then shame? Psychological predictors in cancel culture behavior" has been published in The Social Science Journal. “If accused, must apologize immediately” was the key significant predictor of overall involvement in cancel culture. Those who demand an apology are more likely to be politically liberal and identify with feminine gender traits. There is an association among a need to know more about a person’s character before making judgment; requiring debate among diverse perspectives; then forgiving those who learn from mistakes. Those who do choose to ‘cancel’ want an apology, then decide to assess personal character for those who commit immoral, illegal or unethical acts. There is a call for accountability, with the understanding society needs a social consensus on moral behavior.

"Rebooting Jesus" is fresh perspective on Christianity

"Rebooting Jesus" is now on Amazon in paperback and Kindle digital versions. When you're writing about one's life journey through Christianity, there will never be a definitive ending. This is my version of a Freethinker's Guide, surely not prescriptive but instead an open invitation to embrace the messy, painful and sometimes shocking journey into Yahweh Eternal Creator. Destruction, genocide, murder. Then without logic, the loving lamb called The Christ, who is brutally executed as an insurrectionist. I'm still hanging onto the faith. Some days are better than others. Is God "love?" Read my book, take the holistic view, I'd like your feedback.

Beyond Binomial: Practical application for gender research

An academic foray into gender research. Co-writing with an honors student on Twitter content related to bias within the NFL; becoming a member of the board of advisors for Journal of Gender Studies; my lead editorial on understanding gender perceptions and identities within a modern corporate marketing context. Relevant, enlightening and diversity in my academic pursuits.

Utility peak power messaging: Consumer response through social media channels

A portion of my work investing in "social good" has been focused on energy conservation. I was a research associate with Appalachian State's Center for Analytics Research and Education (CARE) and have published on messaging that affects use of peak power - which is dirty and expensive.

A compassionate, ethical approach at university. Students in preparation for a productive future. Doing all we can to support the journey.

Mandela Fellows

Instructor with Mandela Fellows Young African Leaders Initiative.


Understanding psychological motivators in consumer behavior.

Active Living RLC

Founder of the Active Living Residence Learning Community.

Writing is a precious form of communication. It's a personal test to remain relevant and contribute original points of view. My books are available through Amazon.

My diverse career prior to academics. Motorcycle photojournalist. NASCAR champion's publicity agent. Pro rodeo publicist. Powerboat marketer. Sanctioning body director. Rally cars to ESPN X Games.

Working @ Wasserman Media, Rally America to the 2006 ESPN X Games in Los Angeles. Stadium cross and Angeles Crest Nat'l Forest.

Dale Earnhardt's PR rep '86 and '87 championships. Artwork by my friend Sam Bass. Dale and Sam, gone but never forgotten.

Wrangler sponsored Willie's tour and we later hired him as lead entertainment for the Mercury Marine dealers meeting at Opryland.

Covering national motocross events in the early 1980's. Ten years later Director of Pro Racing @ the American Motorcyclist Association.

A great escape, a regenerative blessing. Endurance sport the past 35 years. Triathlon, to the marathon, ultra distance running, then all forms of bicycling. Too many events to count (nine 100 mile finishes). Health and positive attitude through athletic motion.