Nicole Hartnett

Dr. Nicole Hartnett is a Senior Marketing Scientist at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia, where she conducts high-impact research on advertising effectiveness, brand performance, and consumer behavior. She serves as Associate Editor of the Journal of Advertising Research, contributing to the advancement of marketing science globally.

Research Focus: Nicole's work centers on how advertising content influences sales, with particular emphasis on creative drivers, distinctive brand assets, and media planning. Her research integrates data analytics with behavioral insights to improve advertising measurement and strategic decision-making for consumer packaged goods companies.

Her recent publications reveal a consistent focus on advertising effectiveness, brand health, and consumer response across digital and traditional media. She frequently investigates how brands perform when advertising is reduced or paused, the role of attention in video ads, and the validity of persuasion frameworks—demonstrating a strong commitment to evidence-based marketing.

Scientific Recognition:

• Associate Editor, Journal of Advertising Research
• Prolific contributor to top-tier marketing journals including International Journal of Market Research, European Journal of Marketing, and Australasian Marketing Journal

Advising & Grants: While no formal students are listed, Nicole collaborates extensively with global sponsors of the Ehrenberg-Bass Institute, managing brand health trackers and delivering strategic insights. Her work is applied in real-world contexts with major CPG firms, suggesting active engagement in funded research projects and industry partnerships.

Labs & Teams: She is a core member of the Ehrenberg-Bass Institute, the world’s largest center for marketing science research, working within a team of over 60 marketing scientists focused on evidence-based brand growth.