Welcome to my humble corner of the web! My name’s Mike Nicholson, I’m a consumer psychologist and a professor at Durham University in the UK. My interests are varied and eclectic, but typically centre around the decisions we take as consumers, as well as the various behaviours and misbehaviours we engage in.
My particular area of expertise lies in the field of behavioural economics. Funded by a major UK research council and a leading fashion retailer, my original PhD research involved the modelling of female consumer decision-making in both physical and virtual shopping environments. The methods developed during this programme have subsequently been extended to encompass more unusual aspects of consumer behaviour also, from shoplifting and compulsive buying through to counterfeiting and online consumer revenge. More recently, I have developed a growing interest in design thinking also, particularly as applied within the service sector. Taken together, I believe that behavioural economics and design thinking offer us a chance to completely rethink the study and practice of marketing.
Prior to becoming an academic, I had a “proper job”, with a successful career in the retail/service sector, together with a spell in the consumer electronics industry. Much of my current research and teaching work continues to centre around these particular sectors.
My aim in setting up this blog is to write about the things that interest me and my students, but hopefully the various posts and videos will hold broader appeal too. Normal health warnings apply too… all views expressed are my own personal ones, they don’t necessarily reflect those of my institution, etc. etc. etc.