Staff profile

Mike Nicholson joined the Department full-time in 2001, following a previous career in fast-moving consumer goods (FMCG) and several years as a successful entrepreneur in this space.  A psychologist by background, his interests lie broadly in the areas of influence and identity, applying insights from psychology in the crafting of more impactful marketing strategies.

Having a visual impairment himself, Mike is especially passionate about the challenges faced by consumers with disabilities (CWDs) and the ways in which organisations - commercial, non-commercial, governmental - may better address issues of inclusivity and accessibility to more effectively leverage the so-called “purple pound”.  On the demand side of the equation, Mike’s research explores the potential of behavioural science techniques to improve the retail and service experiences of CWDs, both offline and online.  On the supply side, he works with a number of leading brands and agencies to maximise the impact and accessibility of their marketing, as well as developing strategies for adopting a more Inclusive Marketing Orientation (IMO). 

A well-known figure within the online sight-loss community, Mike is currently involved in a major programme of research involving content creators and influencers with disabilities (IWDs). The goals of this programme are to better understand the role of identity construction and presentation in the creativity process and to bridge the gap between brands, creators and audiences.  

A multi-award-winning teacher, Mike makes contributions across the department’s undergraduate and postgraduate portfolios, together with executive education, focusing mainly on consumer psychology, strategic marketing and research methods.  He is an External Examiner for business schools such as Warwick and Regents, as well as a long-standing educational advisor to the Ombudsman for United Nations Funds and Programmes.  A passionate disability advocate, Mike is also a regular writer, commentator and speaker on accessibility-related issues.

 

• Influence, Persuasion and Social Identity
• Consumers With Disabilities (CWDs)
• Disability, Empowerment and Influencer Marketing
• The Presentation of Self in Social Media Life
• Disability, Accessibility and the Purple Pound

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
• 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. (2011). Consumer behaviour analysis and social marketing practice. The Service Industries Journal, 31(15), 2529-2542. https://doi.org/10.1080/02642069.2011.531124
• 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