I’M NICOLE
HEY THERE,
It all started with a love of shopping and a merchandising internship in NYC.
I thought fashion would be my world—until I got the chance to design marketing collateral for a luxury jewelry brand and discovered something that would change everything.
I kept seeing the same pattern across every brand I worked with. Women would engage, browse, add to cart—then disappear. The more I dug into this problem, the more I realized most marketing wasn't designed for how women actually buy.
So I did what any curious marketer would do: I spent four years earning a PhD researching exactly why this happens and what brands can do to fix it.
That research became the foundation for everything I do now. Every strategy I create is rooted in understanding the psychological patterns that drive female purchasing decisions—because once you understand why women really buy, everything else becomes possible.
The PhD Behind Your Conversion Problems
What drives me is solving the puzzle of why people buy—and more importantly, why they don't.
Understanding the blend of logic, emotion, and identity behind every purchase decision is what gets me excited about this work.
Every buying decision reveals something deeper about our values, needs, and desires. I explore what makes consumers choose one brand over another, what builds genuine trust, and why certain experiences stick with us while others fade away. Some purchases feel effortless and obvious, while others involve weeks of research, comparison, and second-guessing.
What creates that difference?
The brands that succeed aren't just selling products—they're speaking to something deeper. They understand that purchasing decisions are rarely just about features and price. They're about how a product fits into someone's life, reflects their values, and helps them become who they want to be.
I don't just study consumer behavior—I turn insights into revenue.
Brands have an incredible opportunity to create stories that reach beyond the product, stories that echo shared values and inspire a sense of belonging. I believe that the most successful brands don't just sell—they connect, inspire, and create memorable experiences that feel deeply personal.
My mission is simple: helping brands decode what their customers really want and giving them the tools to deliver it authentically. Because when you truly understand the 'why' behind consumer choices, everything else—the messaging, the experience, the conversion—becomes so much clearer.
The brands that succeed aren't just selling products—they're speaking to something deeper. They understand that purchasing decisions are rarely just about features and price. They're about how a product fits into someone's life, reflects their values, and helps them become who they want to be.
I don't just study consumer behavior—I turn insights into revenue.
Brands have an incredible opportunity to create stories that reach beyond the product, stories that echo shared values and inspire a sense of belonging. I believe that the most successful brands don't just sell—they connect, inspire, and create memorable experiences that feel deeply personal.
My mission is simple: helping brands decode what their customers really want and giving them the tools to deliver it authentically. Because when you truly understand the 'why' behind consumer choices, everything else—the messaging, the experience, the conversion—becomes so much clearer.
My fascination lies in the gap between intention and action. Why do 70% of women add items to their cart but never complete the purchase? What happens in that moment of hesitation? What would it take to bridge that gap and turn browsers into buyers?
I study the subtle cues that influence these critical moments: the words that build confidence versus those that create doubt, the social signals that matter most to different audiences, and the trust factors that actually move the needle. My goal is connecting these behavioral insights to the values and motivations that drive real action.
Helping brands truly understand their consumers and equipping them with the knowledge to connect in a meaningful way. I thrive on uncovering the 'why' behind each choice and breaking down complex consumer behavior into actionable strategies that actually work.
Bridging traditional retail psychology with modern digital commerce. I take proven in-store behavioral insights—like why women shop the perimeter first or how product placement influences purchase decisions—and apply them to online experiences. Combined with the latest trends in social commerce and the subtle psychological cues that influence buying decisions, I teach brands how to navigate the ever-evolving landscape of female consumer expectations across every touchpoint.
The Primer
Educational Basics and The Things You'd Find on LinkedIn
Education
basics
Auburn University
BA - English Literature
MBA - Marketing & Supply Chain
War Eagle!
Favorite Tradition: Eagle Flight & Toomers Corner
EDUCATION
terminal
University of South Alabama
PhD - Marketing
Dissertation: The Impact of Marketing Mix on Unplanned Purchasing and Cart Abandonment in Social Commerce: An SOR Approach
Chair: Joe F. Hair, PhD
Research
interest
I research the intersection of psychology and commerce, focusing on how women make purchasing decisions across all channels. My work explores impulse buying behaviors, the role of gender in consumer choices, and how brands can create meaningful value propositions. I'm particularly interested in social commerce evolution and how sustainability consciousness is reshaping shopping behaviors.
PROFESSIONAL
memberships
American Marketing Association, Academy of Marketing Science,
Women in Retail
beyond the phd
real world impact
I'm not just an academic—
I'm actively shaping the future of marketing.
American Marketing Association Foresight Panel
Contributing to AMA's 2025 trends analysis, collaborating with fellow marketing leaders to identify and interpret trends shaping our industry's future.
Community Marketing Leadership
As Marketing Chair for multiple regional events (Crestview Mardi Gras, Triple B BBQ Festival), I lead full-scale marketing strategies—from brand development to corporate sponsorship—proving that psychology-based marketing works at every scale.
Small-Town Values, Big-City Results
Whether I'm developing strategy for a boutique brand or a city-wide celebration, I bring the same approach: understand your audience deeply, connect authentically, and create experiences that inspire action.
Fun Fact: Growing up as an entrepreneur's daughter taught me that understanding people is the key to any successful business. Now my 5-year-old tells everyone her mommy is "a doctor of shopping"—and honestly, that's the most accurate job description I've ever heard!