Nicole Votolato Montgomery

Associate 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: 
Digital marketing
Consumer behavior
Memory and information processing
Organizational leadership
Professional Activities: 

Professor Montgomery's research focuses on issues related to consumer information processing. She aims to understand how the context in which information is obtained impacts how consumers integrate information into their evaluations of brands and organizations. In particular, she studies the implications that the evolving business environment has on consumer engagement with brands and receptivity to organizational communication strategies. Her research has appeared in Journal of Consumer Research; Journal of Applied Psychology; Journal of Personality and Social Psychology; and Journal of Consumer Psychology.

Professor Montgomery currently teaches undergraduate- and graduate-level courses on digital marketing and analytics. She previously taught "Consumer Behavior" and "Principles of Marketing" at the McIntire School of Commerce, College of William & Mary, and The Ohio State University. Prior to pursuing a career in academia, Professor Montgomery was employed as a merchandiser at Abercrombie & Fitch Co. corporate headquarters in Columbus, Ohio.

Selected Publications:

“To Be or Not to Be Sorry? How CEO Gender Impacts the Effectiveness of Organizational Apologies,” Journal of Applied Psychology, in press (A. Cowen, N. Montgomery).

“When Committed Consumers Turn Against a Brand: A Psychological Contract Perspective," Journal of Consumer Psychology, 2018 (with S. Raju, K. Desai, and H. R. Unnava).

“The Collective Satiation Effect: How Co-Experience Accelerates a Decline in Hedonic Judgments,” Journal of Personality and Social Psychology, 2018 (with R. Bhargave and J. Redden).

“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).

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