Staff profile

Mike Nicholson joined the Business School full-time in 2001, following a successful career in the fast-moving consumer goods (FMCG) sector. A psychologist by background and Professor of Strategic Marketing, his interests lie in the psychology of influence, together with its role in the formulation and execution of more impactful marketing strategies.

An authority in the field of Influencer Marketing, there are two main strands to Mike’s work. From the perspective of the influencer, he explores ways in which behavioural insights can help build a personal brand, create more engaging content, cultivate a sustainable following and facilitate more effective live-streaming activities. On the brand side of the equation, Mike’s focus is on identification of, and alignment with, appropriate influencer segments, the forging of mutually-beneficial strategic partnerships, and the integration of Influencer Marketing with other brand communication channels.

Mike has long-standing collaborative relationships with two Top 100 digital agencies and is well-known as the ‘go to’ person for influencers, brands and retailers working in this space. He has undertaken or supervised research and consultancy projects with a diverse range of leading brands, such as Dairy Crest, Next, L’Oréal, Primark, Vodafone, and Proctor and Gamble. He also regularly works with a number of micro and macro Influencers, creators and solopreneurs.

A particular feature of Mike’s work has been the application of behavioural science techniques such as biofeedback, electroencephalography (EEG) and eye-tracking in areas such as the aesthetics of social media content, influencer interactions with their audiences and the deployment of appropriate persuasive styles.

An award-winning educator and researcher, Mike makes contributions across the School’s Undergraduate, Postgraduate and Executive programmes. He is also External Examiner both for Warwick Business School and for Regent’s University, as well as a long-standing educational advisor to the Office of the Ombudsman for United Nations Funds and Programmes.

• The Psychology of Influence and Persuasion
• Negative Messaging, Dark PR and Sinfluencer Marketing
• Disability, Empowerment and Social Media Marketing
• Scenario Thinking and Strategic Marketing Planning
• Crisis Management and Defensive/Retaliatory Marketing Tactics

Conference Paper

• Xiao, S., Iyer, G., & Nicholson, M. (2013, December). Impulsivity and Impulse Buying: A Cross-National Examination. Paper presented at EMAC 2013 Conference, ITU., Istanbul, Turkey
• Nicholson, M., & Xiao, S. (2009, June). Social Marketing: Contributions from Evolutionary Psychology. Paper presented at International Symposium on Social Marketing and Behavioural Change, Durham University
• Nicholson, M., & Xiao, S. (2008, September). Symposium: Old Wine in New Bottles? Social Marketing and Consumer Behaviour Analysis. Paper presented at British Academy of Management Conference, Harrogate, UK
• Nicholson, M., & Xiao, S. (2007, September). Evolutionary Psychology and the Behavioural Perspective Model. Paper presented at 1st International Symposium on Consumer Behaviour Analysis, Cardiff, UK
• Xiao, S., & Nicholson, M. (2007, July). in a Non-deceptive Counterfeit Marketplace. Paper presented at 5th International Conference on Business, Economics, Management & Marketing., Athens, Greece
• Nicholson, M., & Xiao, S. (2007, July). Consumer Channel Choice as an Operant Process. Paper presented at 5th International Conference on Business, Economics, Management & Marketing., Athens, Greece
• Xiao, S., & Nicholson, M. (2007, December). Luxury for the Masses: An Exploratory Study on New Luxury Brands Consumption in China. Paper presented at 3rd Annual Colloquium of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group., London, UK
• Xiao, S., & Nicholson, M. (2004, July). Faking It! Consumer Behaviour towards Counterfeit Goods in China. Paper presented at 2nd International Conference on Business, Economics, Management & Marketing., Athens, Greece
• Hindmarsh, S., & Nicholson, M. (2004, December). Toys for Boys and the Girl Game Jinx: Sex differences in computer gaming. Paper presented at 2nd International Conference on Business, Economics, Management & Marketing., Athens, Greece
• Nicholson, M., Clarke, I., & Blakemore, M. (2001, June). Multichannel Consumer Behaviour in the Retail Fashion Sector. Paper presented at 11th International Conference on Research in the Distributive Trades., Tilburg, NL

Journal Article

• Obeidat, Z., Xiao, S., Iyer, G., & Nicholson, M. (2017). Consumer Revenge Using the Internet and Social Media: An Examination of the Role of Service Failure Types and Cognitive Appraisal Processes. Psychology and Marketing, 34(4), 496-515. https://doi.org/10.1002/mar.21002
• Iyer, G., Xiao, S., Sharma, A., & Nicholson, M. (2015). Behavioral issues in price setting in business-to-business marketing: a framework for analysis. Industrial Marketing Management, 47, 6-16. https://doi.org/10.1016/j.indmarman.2015.02.001
• Nicholson, M., & Xiao, S. (2011). Consumer behaviour analysis and social marketing practice. The Service Industries Journal, 31(15), 2529-2542. https://doi.org/10.1080/02642069.2011.531124
• Xiao, S., & Nicholson, M. (2011). Mapping impulse buying: a behaviour analysis framework for services marketing and consumer research. The Service Industries Journal, 31(15), 2515-2528. https://doi.org/10.1080/02642069.2011.531123
• Xiao, S., & Nicholson, M. (2011). Consumer consideration of non-deceptive counterfeit goods: a contingency matrix approach. The Service Industries Journal, 31(15), 2617-2631. https://doi.org/10.1080/02642069.2011.529608
• Nicholson, M., & Xiao, S. (2010). On the Evolutionary Bases of Consumer Reinforcement. Journal of Organizational Behavior Management, 30(2), 127-144. https://doi.org/10.1080/01608061003756356
• Xiao, S., & Nicholson, M. (2010). Trick or Treat? An Examination of Marketing Relationships in a Non-deceptive Counterfeit Market. Journal of Organizational Behavior Management, 30(3), 247-270
• Gee, R., Coates, G., & Nicholson, M. (2008). Understanding and profitably managing customer loyalty. Marketing Intelligence & Planning, 26(4), 359-374. https://doi.org/10.1108/02634500810879278
• Nicholson, M., Clarke, I., & Blakemore, M. (2002). One brand, three ways to shop: Situational variables and multichannel consumer behaviour. The International Review of Retail, Distribution and Consumer Research, 12(2), 131-148. https://doi.org/10.1080/09593960210127691

Working Paper

• Nicholson, M., & Xiao, S. (2007). Darwin’s ghost : evolutionary psychology and consumer behaviour analysis
• Nicholson, M., & Xiao, S. (2007). Darwin's Ghost: Evolutionary Psychology and Consumer Behaviour Analysis