Nicole Votolato Montgomery

Associate Professor of Commerce; C. Coleman McGehee Professor of Commerce
Ph.D., Marketing, The Ohio State University
M.A., Marketing, The Ohio State University
B.S., Business Administration (Marketing, Logistics, Operations Management), The Ohio State University
Areas of Expertise: 
Consumer behavior
Experiences over time
Time and decisions
Information processing and persuasion
Professional Activities: 

Professor Montgomery's research focuses on issues related to consumer behavior and judgment and decision making. In particular, she studies consumer memory and how consumers evaluate experiences over time. Her research also examines consumer commitment to brands and the effects of imagery in advertisements on consumer behavior. She recently began investigating issues related to financial literacy and decision making.

Professor Montgomery joined the McIntire School faculty in 2013. Previously, she was an Assistant Professor of Marketing at the Mason School of Business at The College of William & Mary, where she taught Principles of Marketing and Consumer Behavior. While there, she was the recipient of a teaching excellence award. Prior to her graduate work at The Ohio State University, Professor Montgomery was also employed as a merchandiser at Abercrombie & Fitch Co. Her research has appeared in Journal of Consumer ResearchJournal of Advertising; and Journal of Consumer Psychology.

Selected Publications:

“The Social Context of Temporal Sequences: Why First Impressions Shape Shared Experiences,” Journal of Consumer Research, 2013 (with R. Bhargave).

“I Imagine, I Experience, I Like: The False Experience Effect,” Journal of Consumer Research, 2011 (with P. Rajagopal).

“Temporal Sequence Effects: A Memory Framework,” Journal of Consumer Research, 2009 (with H. R. Unnava).

“The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process,"Journal of Consumer Research, 2009 (with S. Raju and H.R. Unnava).

“The Moderating Effect of Brand Commitment on the Evaluation of Competitive Brands,” Journal of Advertising, 2009 (with S. Raju and H. R. Unnava).

“Spillover of Negative Information on Brand Alliances,” Journal of Consumer Psychology, 2006 (with H. R. Unnava).

Recent news about Nicole Votolato Montgomery:
Amanda P. Cowen and Nicole V. Montgomery, Associate Professors at the University of Virginia’s McIntire School of Commerce , tackle business issues that carry significant, complex social implications. Their recent and ongoing study about the relationship between CEO gender and... Read more
How can big data reduce stroke fatalities in America’s southeastern “Stroke Belt?” How do stakeholders treat female CEOs and male CEOs differently? How can we prevent cyberattacks like those that crippled Yahoo or even the Democratic National Committee? Ten McIntire... Read more