Milena Nikolova


PhD, The George Washington University (GW) School of Business (2009)
 Marketing/ Consumer Behavior (Supporting field: Sustainable Tourism)

MS, Sofia University (2002)
Psychology (Concentration: Social and Organizational Psychology)

BS, Sofia University (2000)

Teaching Interests

Consumer Behavior, Marketing Management, Marketing Strategy, Marketing Research, Strategic Branding

Research Interests

Behavioral economics; behavioral approaches to effective marketing; behavioral economics and sustainability

Experiential consumption; retrospective evaluation of experiences; experience-based marketing and branding for travel destinations

Publications and Conference Presentations

(Upcoming) AMA Winter Marketing Academic Conference, 2016
“Focusing on the consumer value: price and product presentation effects on online consumers’ perceptions and decision making” co-authored with Jenia Lazarova and Julian Asenov

ATWS, 2015 
“Travellers Explained: behavioral economics and traveller psychology”

TTRA-Europe, 2015
“From virtual goods to the real economy: Can psychological principles used in videogame marketing increase sales in the new tourism market realities?”  co-authored with Jenia Lazarova and Julian Asenov

“The Social Age: attracting the #adventure traveller”

Journal of Business Research, 2013
“Nation branding effects on retrospective global evaluation of past travel experiences” co-authored with Salah Hassan

International CHRIE, 2011
“A content analysis of peak experiences as related to leisure travel motivation” co-authored with Stuart Levy

We are Social