The Diane Harkins Coughlin and Christopher J. Coughlin Sesquicentennial Assistant Professor
Dr. Nikolova’s research focuses on dyadic decision-making, interpersonal relationships, and data-driven consumer welfare interventions.
Dr Nikolova has two research streams: (1) the influence of dyadic decision-making contexts (e.g., decisions made jointly by two partners, such as choosing a restaurant/movie, buying a home, or making long-term retirement choices together) on consumer behavior (her primary area of research expertise and interest); and (2) data-driven consumer welfare interventions.
Dr Nikolova’s pioneering research work on dyadic decision-making work has won several research awards including but not limited to: the Franco Nicosia ACR Competitive Paper Award (2019), John A. Howard/American Marketing Association Doctoral Dissertation Award (2014), American Marketing Association CBSIG Rising Star Award (2014), Association for Consumer Research/Sheth Foundation Dissertation Award (2012), Society for Marketing Advances Dissertation Proposal Runner-Up Award (2012), the Emerald/EFMD Outstanding Doctoral Research Highly Commended Award (2012), and the Academy of Marketing Science Mary Kay Dissertation Competition Honorable Mention (2013). In addition, her research contributions were recognized by the prestigious Marketing Science Institute Young Scholar award (2019).
Dr Nikolova’s research has been published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Retailing, and Psychology & Marketing, and featured in Time, Forbes, The Washington Post, The Huffington Post, New York Magazine, ABC News, Expert Beacon, Shape, and Allure among others.
Dr Nikolova teaches Marketing Principles and loves spending time with her family, cooking, hiking, and traveling.
Nikolova, Hristina and Gergana Nenkov (2021), “We Succeeded Together, Now What: Relationship Power and Sequential Decisions in Couples' Joint Goal Pursuits.” Forthcoming at the Journal of Marketing Research.
Kovacheva, Aleksandra, Hristina Nikolova, and Cait Lamberton (2021), “Consumers' Response To Promotional Gifts: The Role Of Gender, Transactional Value, And Reciprocity.” Psychology & Marketing, 38, 196-211.
Garbinsky, Emily, Joe Gladstone, Hristina Nikolova, and Jenny Olson (2020),* “Love, Lies, and Money: Financial Infidelity Within Romantic Relationships.” Journal of Consumer Research, 47 (1), 1-24. [*Equal Authorship]
Lowe, Michael, Hristina Nikolova, Chadwick J. Miller, and Sara Loughran Dommer* (2019), “Ceding and Succeeding: How the Altruistic Can Benefit from the Selfish in Joint Decisions.” Journal of Consumer Psychology, 29 (4), 652-661. [*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.
Select media coverage: The Atlantic, Fox News, AARP Life Reimagined.
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.
Select media coverage: Huffington Post.
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.
Select media coverage: Time, Forbes, ABC News, Washington Post, The Telegraph, Daily Mail, Allure, Shape, Huffington Post, New York Magazine, Daily Mail, ExpertBeacon, Wallethub.com, WGBH Boston Public Radio, WGBH Boston Public Radio, WCCO (CBS Local) radio.
Nikolova, Hristina and Cait Lamberton (2019), “No Man Is an Island: Dyadic Decision-Making and Identity Conflict,” Handbook on Identity Theory in Marketing, 313-331.
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.
Linzbach, Peter, J. Jeffrey Inman and Hristina Nikolova (2019), “E-Commerce in a Physical Store: Which Retailing Technologies Add Real Value?,” NIM Marketing Intelligence Review, 11 (1), 42-47.
Nikolova, Hristina and Cait Lamberton (2016), “Men Choose Differently When They Choose with Other Men,” Harvard Business Review.