Hristina Nikolova

The Diane Harkins Coughlin and Christopher J. Coughlin Sesquicentennial Assistant Professor

Marketing Department


Dr. Hristina Nikolova is the Coughlin Sesquicentennial Assistant Professor of Marketing in the Carroll School of Management. Her areas of expertise are consumer individual and joint decision making, interpersonal relationships, consumers’ self-control, and interventions to promote healthy choices. An award winning researcher, Nikolova was the first to examine how pairs of people make joint decisions where the decision involves instant gratification or bigger, long-term benefits (a couple saving for retirement or taking a luxurious vacation). Her work won the John A. Howard/American Marketing Association Doctoral Dissertation Award (2014), American Marketing Association CBSIG Rising Star Award (2014), and the Association for Consumer Research/Sheth Foundation Dissertation Award (2012). In addition to studying the decision making involving two people and the social aspects of consumers’ self-control, Nikolova is also examining different interventions that grocery retailers can implement to help shoppers make healthier food choices. Hristina’s work has been published in the Journal of Consumer ResearchJournal of Marketing Research, Journal of Consumer Psychology, and Review of Marketing Research and featured in the Washington Post, Time, Forbes, The Huffington Post, New York Magazine, ABC News, Expert Beacon, Shape, and Allure among others.