I’M NICOLE
HEY THERE,
It all started with a love of shopping and a merchandising internship in NYC.
Just a small-town Southern girl with big dreams, I thought fashion would be my world—until I got the chance to design marketing collateral for a luxury jewelry brand and my love affair with marketing began.
I’m passionate about unraveling the intricacies of why consumers buy and how brands can craft stories that resonate.
At the heart of every purchase is a blend of logic, emotion, and identity—a combination that reveals so much about us as consumers and individuals. I explore what drives us to choose certain products, support specific brands, and share our experiences with others. For me, understanding consumer behavior is about connecting the dots between these choices and the values that guide them.
Brands have an incredible opportunity to create stories that reach beyond the product, stories that echo shared values and inspire a sense of belonging. I believe that the most successful brands don’t just sell—they connect, inspire, and create memorable experiences that feel deeply personal.
Helping brands truly understand their consumers and equipping them with the knowledge to connect in a meaningful way—that’s what lights me up. I thrive on educating brands about the motivations and values that drive their customers, uncovering the 'why' behind each choice. For me, marketing is more than selling; it’s about empowering brands with insights that foster trust, relevance, and authenticity.
I’m passionate about breaking down complex consumer behavior into actionable strategies that firms can use to build real connections with their audience. From the latest trends in social commerce to the subtle cues that influence buying decisions, I love teaching how to navigate the ever-evolving landscape of consumer expectations.
The Primer
Educational Basics and The Things You'd Find on LinkedIn
Fun Fact: In my spare time I love to garden.
Education
basics
Auburn University
BA - English Literature
MBA - Marketing & Supply Chain
War Eagle!
Favorite Tradition: Eagle Flight & Toomers Corner
EDUCATION
terminal
University of South Alabama
PhD - Marketing
Dissertation: The Impact of Marketing Mix on Unplanned Purchasing and Cart Abandonment in Social Commerce: An SOR Approach
Chair: Joe F. Hair, PhD
Research
interest
My research interests encompass social sustainability, the evolving landscape of social commerce, and the role of customer value in shaping purchasing decisions. I explore impulse and unplanned buying behaviors, the impact of gender orientation on consumer choices, and retail strategy, with a particular focus on female consumer behavior.
PROFESSIONAL
memberships
American Marketing Association, Academy of Marketing Science
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If you’re curious about what makes shoppers tick, love a good branding story, and don’t mind the occasional peek at my favorite chickens or a few lifestyle gems, welcome! You’re in good company.
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