MikeProfessor Mike Nicholson is a consumer psychologist, best known for his work in evolutionary psychology and its application in the marketing of fast-moving consumer goods (FMCGs). He has a particular interest in the consumption of appearance-enhancing goods, especially fashion and cosmetics products, but also works with a number of food and drinks brands An academic at Durham University in the UK, he delivers UG/PG courses in Consumer Psychology and Consumption Theory, as well as supervising a number of doctoral students in related areas.  Mike has a professional background in retail marketing and is widely consulted by both major retailers and leading brand agencies.