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 social factors involved in consumer decision making, with particular emphasis on how consumers think about and act toward others throughout the decision making process as a means of self-definition. A primary stream of research investigates how seeking the best for oneself induces a focus on besting others that can inadvertently undermine decisions, 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

Intergroup and Interpersonal Dynamics, Decision Making, Self and Identity, Wellbeing, Maximizing Tendencies


Title Year Type

When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases

Journal of Consumer Research

2020 Article

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

Journal of Consumer Psychology

2018 Article

Redefining Home: How Cultural Distinctiveness Affects the Malleability of In-Group Boundaries and Brand Preferences

Journal of Consumer Research

2017 Article