Niculescu, Mihai

IMG_6004 Mihai Niculescu 18aug2015-web

Department(s)

Marketing Department

Position(s)

Associate Professor
Co-Director, Consumer Behavior Lab
Email: niculem@nmsu.edu
Work Phone: 575-646-2608
Fax: 575-646-1498
Building and Room Number: BC 241

About Mihai Niculescu

Education

Ph.D. in Business Administration – Marketing, University of Cincinnati, 2009.
Ph.D., M.S., B.S., “Al. I. Cuza” University of Iasi, Romania.
Vita

Research interests

  • Human information processing and decision-making under risky, incomplete, and missing information
  • Decision biases and patterns of irrational consumer behavior
  • Shopper marketing
  • Discrete choice modeling

Publications in refereed journals

  • Leonhardt, J.M., Trafimow, D., Niculescu, M. (forthcoming), “Selecting Field Experiment Locations with Archival Data,” Journal of Consumer Affairs.
  • Niculescu, M., Payne, C.R., Leonhardt, J.M., Barney, C.E. (conditionally accepted), “Dietary Restraint and Consumer Consumption Intentions for Low-Calorie Snacks,” Journal of Consumer Affairs.
  • Zuniga, M., Jasso, M., Niculescu, M. (forthcoming 2016), “A Bilingual’s Perspective on Polysemous and Single Meaning Slogans,” Journal of Marketing Theory and Practice.
  • Payne, C.R., Niculescu, M., Just, D., Kelly, M. (forthcoming 2016), “This Way to Produce: Strategic Use of Arrows on Grocery Floors Facilitate Produce Spending without Increasing Shopper Budgets,” Journal of Nutrition Education and Behavior.
  • Payne, C.R., Niculescu, M., Just, D., Kelly, M. (2015), “Shopper Marketing Nutrition Interventions: Social Norms on Grocery Carts Increase Purchases without Increasing Shopper Budgets,” Preventive Medicine Reports, 2, 287-291.
  • Zuniga, M., Jasso, M., Niculescu, M. (2015), “Boundary Conditions to the Effect of Fluency and Comprehension on Aad when Targeting Hispanics vs. Whites with Single Meaning vs. Polysemous Slogans,” Journal of Consumer Marketing, 32(3), 145-156.
  • Trafimow, D., Leonhardt, J.M., Niculescu, M., Payne, C.R. (2015), “A Method for Evaluating and Selecting Locations in the Field,” Marketing Letters, 1-11.
  • Payne, C.R., Niculescu, M., Just, D.R., Kelly, M. (2014), “Shopper Marketing Nutrition Interventions,” Physiology and Behavior, 136 (Sept), 111-120..
  • Payne, C.R., Niculescu, M., and Barney, C. (2014), “Consumer Consumption Intentions of Smaller Packaged Snack Variants,” International Journal of Consumer Studies, 38, 3, 238-242.
  • Niculescu, M., Payne, C.R., and Luna-Nevarez, C. (2014), “Consumer Response to Interruption Features and Need for Cognitive Closure,” Journal of Consumer Behaviour, 13, 1 (Jan/Feb), 60-72.
  • Niculescu, M., Xu, B., Hampton, G.M., and Peterson, R. (2013), “Market Orientation and Its Measurement in Universities,” Administrative Issues Journal: Education, Practice, and Research, 3, 2, (October), 72-87.
  • Niculescu, M., Payne, C.R., and Palghat, V.K. (2013), “One-to-One and One-to-Many Relationship Marketing: Toward a Theoretical Framework,” Journal of Business-to-Business Marketing, 20, 2 (May), 51-64 (lead article).
    • runner up for Outstanding Article of the Year Award 2013.
  • Payne, C.R., Hyman, M.R., Niculescu, M., and Huhmann, B., (2013) “Anthropomorphic Responses to Logos,” Journal of Marketing Management, 29, 1-2 (January), 122-140.
    • received Fulton Faculty Research Award (2014).
  • Payne, C.R. and M. Niculescu (2012), “Social Meaning in Supermarkets as a Direct Route to Improve Parents’ Fruit and Vegetable Purchases,” Agricultural and Resource Economics Review, 41, 1 (April), 124-137.
    • featured in The New York Times (August 28, 2013) – print version: “Nudged to the Produce Aisle by a Look in the Mirror” by Michael Moss; online version: “Wooing Us Down the Produce Aisle.”
  • Bechkoff, J., Palghat, V.K., Niculescu, M., Kohne, M.L., Palmatier, R.W., Kardes, F.R. (2009), “The Role of Omission Neglect in Response to Non-Gains and Non-Losses in Gasoline Price Fluctuations”, Journal of Applied Social Psychology, 39, 5 (May), 1191-1200.
  • Niculescu, Mihai (2006), “Strategic Positioning in Romanian Higher Education”, Journal of Organizational Change Management, 19 (November), 725-737.

Refereed proceedings/conferences

  • Redelfs, A., Niculescu, M., Aguilera, J., Fonseca, K., Perez, D.A., Payne, C.R., Whigham, L. (2016), “Using Reinforcement Schedules to Increase Fruit and Vegetable Intake in Middle School Children,” The Obesity Society (TOS) Annual Meeting (October 31-November 4), New Orleans, LA.
  • Niculescu, M, Payne, C.R., Whigham, L, Redelfs, A., Vasquez, M., Just, D. (2016), “Using Social Learning Theory to Promote Fruit and Vegetable Consumption in School Cafeterias,” International Food Marketing Research Symposium (June), University of Bologna, Italy.
  • Kostyk, A., Niculescu, M. (2016), “Online Customer Ratings: Does Format Matter?,” Summer Marketing Educators’ Conference (Summer AMA), Atlanta, GA.
  • Kostyk, A., Niculescu, M. (2015), “From Objective to Subjective Risky Options: The Mediating Effect of Processing Fluency,” Summer Marketing Educators’ Conference (Summer AMA) (August), Chicago, IL.
  • Payne, C.R., Niculescu, M., Vasquez, M., Kelly, M., Whigham, L. (2015), “Table Tents Decrease School Cafeteria Food Waste,” TOS (The Obesity Society) Annual Meeting (September), Los Angeles, CA.
  • Niculescu, M., Payne, C.R., Just, D. (2015), “How Social Norms Can Help You Purchase Healthier: The Case of Two Marketing Nutrition Interventions across Multiple Grocery Stores,” Society for Consumer Psychology Winter Conference (February), Phoenix, AZ.
  • Trafimow, D., Leonhardt, J., Niculescu, M., Payne, C.R. (2015), “A Method for Selecting Field Experiment Locations,” Society for Consumer Psychology Winter Conference (February), Phoenix, AZ.
  • Payne, C.R., Niculescu, M. (2014), “Shopper Marketing Nutrition Interventions,” Rural Grocery Summit IV at Kansas State University (June 9-10), Manhattan, KS.
  • Niculescu, M., Payne, C.R., Just, D.R. (2014), “Using Social Norm Theory to Improve Mexican American Family Fruit and Vegetable Purchases – Results of a Grocery Store Intervention,” Society for Consumer Psychology Winter Conference (March), Miami, FL.
  • Palacio, R., Torres, A., Payne, C.R., Niculescu, M. (2014), “Fruit and Vegetable Purchasing and Consumption Patterns in Low Income Mexican-American Families,” 35th Annual Meeting & Scientific Sessions of the Society of Behavioral Medicine (April 23-26), Philadelphia, PA.
  • Payne, C.R., Niculescu, M., Just, D.R., Reynolds, A. (2013), “Behavioral Economic Approaches to Grocery Store Health Interventions,” (invited symposium presentation) Study of Ingestive Behavior Annual Meeting (July), New Orleans, LA.
  • Payne, C.R., Niculescu, M., Palacios, R., Reynolds, A. (2013), “Increasing WIC Grocery Store Purchases in the Paso del Norte Region,” Border Obesity Prevention Summit (July 16-18), McAllen, TX.
  • Niculescu, M., Curry, D., Kardes, F., and Louviere, J. (2013), “Prospect Theory in Multi-Dimensional Choices,” Society for Consumer Psychology Summer Conference (APA division 23, August), Honolulu, Hawaii.
  • Niculescu, M., Payne, C., and Luna Nevarez, C. (2013), “The Effect of On-Line vs. Memory-Based Consumer Judgments,” Society for Consumer Psychology Summer Conference (APA division 23, August), Honolulu, Hawaii.
  • Luna-Nevarez, C., Niculescu, M., and Payne, C. (2013), “Please Don’t Interrupt Me Now! The Role of Need for Cognitive Closure in Interrupted Consumers’ Decision Processes,” Society for Consumer Psychology Winter Conference (February), San Antonio, TX.
  • Payne, C.R., Hyman, M.R., Niculescu, M., and Huhmann, B., (2012) “Anthropomorphic Responses to Logos,” Society for Marketing Advances, Orlando, FL.
  • Niculescu, M., Curry, D., Kardes, F. (2011), “The Effect of Risky, Uncertain, and Missing Information on Choice,” Society for Consumer Psychology Winter Conference, Atlanta, GA.
  • Zuniga, M., Jasso, I.M., and Niculescu, M. (2011), “Bilinguals’ Perspective on Polysemous and Single Meaning Slogans,” Summer Marketing Educators’ Conference (Summer AMA) (August 5-7), San Francisco, CA.
  • Zuniga, M., Jasso, I.M., Niculescu, M. (2011), “Comprehension of Polysemous Advertisements: A Bilingual’s Perspective,” Society for Consumer Psychology Winter Conference, Atlanta, GA.
  • Niculescu, M., Palmatier, R.W. (2007), “One-to-One vs. One-to-Many Relationship Marketing,” Summer Marketing Educators’ Conference (Summer AMA) (August), Washington D.C.
  • Bechkoff, J., Niculescu, M., Palghat, V.K., Kohne, M.L., Palmatier, R.W., Kardes, F.R. (2006), “Framing, Omission Neglect, and Perceptions of and Attributions for Fluctuating Gas Prices,” Society for Judgment and Decision Making Winter Conference, Houston, TX.

Grants/Research Funding

  • July 2016 – U.S. Department of Agriculture (USDA) – Washington, D.C. (start date: October 2016)
    • Research funding through cooperative agreement ($175,000; Co-PI; with Collin Payne, Lisa Mancino, and Joanne Guthrie) for “Where the Rubber Meets the Road: Finding Ways to Increase Healthy Purchases Without Raising Shoppers’ Costs or Lowering Retailers’ Profits”.
  • June 2015 – Paso del Norte Health Foundation – El Paso, TX
    • Research grant ($194,904; PI; with Collin Payne) for “Using Reinforcement Schedules to Improve Carotenoid Levels, Reduce Fruit and Vegetable Waste, and Increase School Lunch Participation in El Paso.”
  • April 2015 – U.S. Department of Agriculture (USDA) – Washington, D.C. (start date: October 2015; grant #58-4000-4-0045) (phase 2)
    • Research funding through cooperative agreement ($350,000; Co-PI; with Collin Payne, Lisa Mancino, and Joanne Guthrie).
  • April 2014 – U.S. Department of Agriculture (USDA) – Washington, D.C. (start date: October 2014; grant #58-4000-4-0045) (phase 1)
    • Research funding through cooperative agreement ($125,000 USDA funding + $48,250 NMSU cost-share; Co-PI, with Collin Payne, Lisa Mancino, and Joanne Guthrie) for “Setting Up for Success: Developing an Array of Strategies to Nudge Shoppers to Make Healthier Grocery Store Purchases.”
  • November 2013 – Office of the Vice-President for Research – New Mexico State University
    • Funding for the Consumer Behavior Lab ($6,300; with Collin Payne) to increase research flexibility regarding off-campus data collection and to create capacity for further funded research.
  • September 2013 – Paso del Norte Health Foundation
    • Research grant ($195,756; Co-PI; with Collin Payne) for “Expanding and Creating Easy-to-Use Health Interventions in the Paso del Norte Region.”
  • 2013 – College of Business – New Mexico State University
    • Mini-grant ($700; with Collin Payne) for SONA software annual license.
    • Mini-grant ($520, with M. Hyman) for “Logo Analysis and University Branding.
    • Mini-grant ($1,000; with Collin Payne) for the implementation of “SONA Experiment Management System for Business Research Lab.”
    • Mini-grant ($1,000; with Collin Payne) for “Involving Undergraduate Students in Behavioral Research.”
  • October 2012 – College of Business – New Mexico State University
    • Development of the Consumer Behavior Lab ($19,568; with Collin Payne).
  • August 2012 – Paso del Norte Health Foundation
    • Research grant ($157,934; Co-PI, with Collin Payne and Rebecca Palacios) for “Improving Mexican American Family Fruit and Vegetable Purchase & Consumption in the Paso del Norte Region.”
  • October 2006 – The Direct Marketing Policy Center (University of Cincinnati)
    • Research grant ($5,000; Co-PI) for the study of “Cross-Buying Value Creation: Strategies for Leveraging Profits.”
  • August 2006 – Institute for the Study of Business Markets (ISBM; Pennsylvania State University)
    • Research grant ($3,100; Co-PI) for the study of “Cross-Buying Value Creation: Strategies for Leveraging Profits.”