Nicholas Olson

Assistant Professor


Nick received his Ph.D. and a B.S. in marketing from the University of Minnesota in 2018 and 2011, respectively. His research focuses on the social implications of consumer identities, particularly in the context of seeking the best, or maximizing. A primary stream of research investigates how seeking the best can inadvertently undermine personal relationships and wellbeing. This complements a secondary stream of research that considers consumer wellbeing in the context of consumption. Nick’s work has been published in the Journal of Consumer Research and the Journal of Consumer Psychology.

Research Interests

Consumer Identities, Intergroup and Interpersonal Dynamics, Consumer Wellbeing, Maximizing Tendencies


Title Year Type

A Path to More Enduring Happiness: Take a Detour from Specific Emotional Goals

Journal of Consumer Psychology

2018 Article