The Diane Harkins Coughlin and Christopher J. Coughlin Sesquicentennial Assistant Professor
Dr. Nikolova’s research focuses on dyadic decision making, interpersonal relationships, consumers’ self-control, and interventions to promote healthy eating. Dr. Nikolova’s dissertation was the first work to examine how pairs of people make joint self-control decisions where they have to decide between instant gratification and bigger, long-term benefits (e.g., married couples deciding together whether to save their money for retirement or splurge with a luxurious vacation).
Lowe, Michael, Hristina Nikolova, Chadwick J. Miller, and Sara Loughran Dommer* (2019), “Do Unto Others as They Don’t Do Unto You: The Effect of Interpersonal Orientations on Joint Decision Optimality.” Forthcoming at the Journal of Consumer Psychology. [*Equal Authorship]
Nikolova, Hristina, Cait Lamberton, and Nicole Verrochi Coleman (2018), “Stranger Danger: When and Why Consumer Dyads Behave Less Ethically Than Individuals,” Journal of Consumer Research, 45 (1), 90-108.
Inman, J. Jeffrey and Hristina Nikolova (2017), “Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns,” Journal of Retailing, 93 (1), 7-28.
Nikolova, Hristina and Cait Lamberton (2016), “Men and the Middle: Gender Differences in Dyadic Compromise Effects,” Journal of Consumer Research, 43 (3), 355-371.
Nikolova, Hristina, Cait Lamberton, and Kelly L. Haws (2016), "Haunts or Helps from the Past: The Effect of Recall on Current Self-Control,” Journal of Consumer Psychology, 26 (2), 245-256.
Dzhogleva Nikolova, Hristina and J. Jeffrey Inman (2015), “Healthy Choice: The Effect of Simplified POS Nutritional Information on Consumer Choice Behavior.” Journal of Marketing Research, 52 (6), 817-835.
Dzhogleva, Hristina and Cait Poynor Lamberton (2014), “Should Birds of a Feather Flock Together? Understanding Self-Control Decisions in Dyads,” Journal of Consumer Research, 41 (2), 361-380.
Nikolova, Hristina and Cait Lamberton (2016), “Men Choose Differently When They Choose with Other Men,” Harvard Business Review.
Invited Book Chapters
Nikolova, Hristina and Cait Lamberton (2019), “No Man Is an Island: Dyadic Decision-Making and Identity Conflict,” Forthcoming at the Handbook on Identity Theory in Marketing.
Dzhogleva Nikolova, Hristina, J. Jeffrey Inman, Jim Maurer, Andrew Greiner, and Gala Amoroso (2014), “The Shopper-Centric Retailer: Deriving Shopper Insights from Frequent Shopper Data,” Review of Marketing Research, 11, 75-102.