Faculty/Staff

Nicole Hess

Assistant Professor
hessn1@usf.edu 
Campus: Sarasota-Manatee
Room: C214-D
Phone: 941-359-4439
Vita

Nicole J. Hess is an assistant professor at the School of Marketing and Innovation at the University of South Florida's Muma College of Business (PhD, University of Passau, Germany). Prior to joining the faculty at USF, she was a postdoctoral researcher at Ludwig-Maximilians-University, Germany.

Her research interests are at the convergence of technology and consumer-based strategy. She investigates the impact of innovative technologies, such as human-enhancement technologies, AI, and service robots, on consumer responses and consumer-based marketing strategies in both digital and physical environments, particularly within service and retail contexts. Additionally, her research aims to provide insights into consumer well-being, transformative consumer research and transformative service research, highlighting the broader implications of innovative technologies.

She has published in the Journal of Retailing and has presented her research at numerous highly competitive international conferences including the Association for Consumer Research (ACR), Frontiers in Services, the American Marketing Association (AMA) Conference, and EMAC. She is an active member of the marketing community and has been appointed to the editorial review board of the Journal of Business Research as well as the editorial review board of the Journal of Public Policy & Marketing. Additionally, she has served as an ad-hoc reviewer for several other journals, including the Journal of Service Research, Journal of Retailing, and Psychology & Marketing. Hess has also reviewed for several major conferences multiple times, such as EMAC, American Marketing Association (AMA), Marketing and Public Policy and AMS Conference.

Hess has extensive international teaching experience, having taught courses in Digital Marketing, Services Marketing, Marketing Research, Consumer Behavior, and Basic Marketing. She has taught in the United States at the University of South Florida, in Germany at the University of Passau and Ludwig Maximilian University, as well as in France at EMLyon Business School and in Hungary at Corvinus University.

Research

• Hess, Nicole J., Corinne Kelley, Maura L. Scott, Martin Mende, and Jan H. Schumann, (2020) “Getting Personal in Public!? How Consumers Respond to Public Personalized Advertising in Retail Stores”, Journal of Retailing, 96(3), 344-361.

Service

• Member of the Editorial Review Board of Journal of Public Policy and Marketing
• Academy of Marketing Science Conference, Track Chair, 2021
• Regular contributor as ad hoc reviewer for journals and conferences