Faculty Listing

Dr. Nicole Hess

Title: Assistant Professor
CV:  View CV
Phone: 941-359-4439
Email: hessn1@usf.edu
Office: C214-D

Dr. Nicole Hess is an Assistant Professor at the School of Marketing and Innovation at University of South Florida's Muma College of Business (Ph.D. University of Passau, Germany). Prior to joining the faculty at USF, she was an assistant professor at Ludwig-Maximilians-University, Germany.

Her research interests are at the intersection of digital marketing and consumer-based strategy and are specifically focused upon understanding how consumers respond to technology in the marketplace. In particular, she is interested in technology-enhanced service encounters, digital business models, the use of technology in retailing, and how such technology-induced marketing strategies affect consumers’ responses and downstream consequences for firms. Her research has been published in leading journals such as the Journal of Retailing and has been presented at numerous highly competitive international conferences including the Association for Consumer Research (ACR), Frontiers in Services, and the American Marketing Association Educator’s Conference.

Dr. Hess has taught marketing in the U.S., Germany, France and Hungary. At USF, she teaches digital marketing and services marketing at the undergraduate level.


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.


·         Member of the Editorial Review Board of Journal 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