Nicole Hess is an Assistant Professor of Marketing at ESCP Business School. Nicole’s research interests lie at the intersection of marketing, consumer behavior, and technology. Specifically, from a consumer-based strategy perspective, she investigates how innovative technologies—such as human-enhancement technologies, and AI-driven solutions—influence consumer responses and shape firm–consumer interactions. Her work also aims to provide insights into consumer well-being and contribute to transformative consumer research, highlighting the broader societal implications of innovative technologies. She has published her research in journals such as the Journal of Retailing and the Journal of Service Management. Nicole is an active member of the marketing community. She serves on the editorial review boards of the Journal of Business Research and the Journal of Public Policy & Marketing and has also served as an ad hoc reviewer for several other journals, including the Journal of Service Research and the Journal of Retailing. In addition, she is Co-chair of the EMAC Service Marketing SIG. Before joining ESCP Business School, Nicole was an Assistant Professor of Marketing at the University of South Florida, United States. She holds a Ph.D. from the University of Passau, Germany, and was a postdoctoral researcher at Ludwig Maximilian University (LMU), Germany. Additionally, she was a visiting scholar at Florida State University, United States. Nicole received the Outstanding Undergraduate Teaching Award from the University of South Florida.