Nicole Montgomery headshot

Nicole Votolato Montgomery

Unit: McIntire School of Commerce
Department: McIntire School of Commerce
Office location and address
Rouss & Robertson Halls, Room 356
125 Ruppel Dr
Charlottesville, Virginia 22904
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

Professor Montgomery's research focuses on issues related to consumer behavior and judgment and decision making. In particular, she studies consumer memory and how consumers evaluate experiences over time. Her research also examines consumer commitment to brands and the effects of imagery in advertisements on consumer behavior. She recently began investigating issues related to financial literacy and decision making.

Professor Montgomery joined the McIntire School faculty in 2013. Previously, she was an Assistant Professor of Marketing at the Mason School of Business at The College of William & Mary, where she taught Principles of Marketing and Consumer Behavior. While there, she was the recipient of a teaching excellence award. Prior to her graduate work at The Ohio State University, Professor Montgomery was also employed as a merchandiser at Abercrombie & Fitch Co. Her research has appeared in Journal of Consumer ResearchJournal of Advertising; and Journal of Consumer Psychology.

ZFOR 3503: International Study
Placeholder course for students studying abroad
COMM 4370: Social Media Marketing Strategy & Analytics
Credits: 3
This course examines how firms can integrate social media into their digital marketing strategy. We will focus on understanding the current social media landscape, building social media mktg strategies, & measuring their effectiveness using appropriate metrics. Students will conduct social media mktg projects to understand how to leverage social interactions that take place between companies and customers to create and/or enhance value.
COMM 4539: Global Commerce Immersion: Topics in Marketing
Credits: 3
Global Commerce courses that count in the Marketing concentration.
GCOM 7170: Digital Strategy & Analytics
Credits: 3
Examines ways to design, develop and execute effective integrated, web, and social marketing programs. The course uses a business planning model which allows students to justify, build, and execute social and digital marketing programs with bottom line ROI. Students learn to identify and measure high value market segments, use web and social research to evaluate competitors and convince management of the value of digital and social marketing.