Cookies

We use cookies to ensure that we give you the best experience on our website. You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Email and Telephone Directory

Staff Profile

Professor Mike Nicholson, BA (Hons), MSc, PhD

Professor (Teaching) in Marketing, Associate Dean (Specialist Masters Programmes) in the Business School
Telephone: +44 (0) 191 33 45329
Fax: +44 (0) 191 33 45201
Room number: MHL504

Contact Professor Mike Nicholson

Biography

Mike joined the University in 2001, following a successful career in the retail sector. His area of expertise remains retail marketing, with particular emphasis on fashion and fast-moving consumer goods (FMCGs), and he continues to work with a number of leading brands, delivering a style of teaching that fuses academic research with real-world business practice.

A consumer psychologist, Mike’s primary area of interest lies in consumer decision-making in physical, online and mobile shopping environments. Sponsored by the EPSRC and the fashion retailer NEXT, his original PhD research was one of the first longitudinal studies of multi-channel consumer behaviour in the UK. 

Recent work has been more firmly rooted in neuromarketing, however, examining consumer physiological and emotional responses to marketing stimuli and the ways in which these responses vary in different situational contexts. Funded by Innovate UK, Mike is currently working with Dr Sarah Xiao on a major programme of research, in partnership with leading brand commerce agency KHWS, exploring the essential moments in the consumer purchase journey from a behavioural science perspective.

Mike contributes to a number of modules across the School’s undergraduate and postgraduate programmes. He is also Associate Dean, with responsibility for the Specialist Masters portfolio, as well as working externally with bodies such as AACSB International and the Chartered Association of Business Schools. 

Mike is a member of UK National Commission for UNESCO’s Experts Network.

Research Groups

Business School

Research Interests

  • Consumer experience (CX) design
  • Conscious and non-conscious decision processes
  • Design thinking methodologies
  • Emotional aspects of consumer decision-making
  • The evolutionary psychology of shopping
  • Experimental consumer psychology
  • Neuromarketing techniques, invasive and non-invasive
  • Retail marketing, especially in the fashion and FMCG sectors
  • Sex differences in consumer behaviour
  • Teaching and pedagogical approaches in marketing education

Teaching Areas

  • Consumer Psychology
  • Design Thinking
  • Economics and Psychology of Decision-Making
  • Marketing Research Methods

Publications

Journal Article

Presentation

  • Xiao, S.H., Iyer, G. & Nicholson, M. (2013), Impulsivity and Impulse Buying: A Cross-National Examination, EMAC 2013 Conference, ITU. Istanbul, Turkey., Istanbul.
  • Nicholson, M. & Xiao, S.H. (2009), Social Marketing: Contributions from Evolutionary Psychology, International Symposium on Social Marketing and Behavioural Change. Durham University, Durham University.
  • Nicholson, M. & Xiao, S.H. (2009), Social Marketing: Contributions from Evolutionary Psychology, International Symposium on Social Marketing and Behavioural Change. Durham University, Durham University.

Supervises