Gergely Nyilasy

Associate Professor Gergely Nyilasy is affiliated with the Faculty of Business and Economics at the University of Melbourne, where he holds a position in the Department of Management and Marketing. He earned his Doctor of Philosophy from the University of Georgia in 2006. With more than a decade of industry experience in advertising, branding, marketing, and business strategy spanning Europe, North America, and Australia, Nyilasy transitioned to academia, joining the University of Melbourne in March 2010. Prior to that, he served as a strategic planner at JWT in New York City from October 2009 to February 2010. Currently, he is the Hub Coordinator for BehavAI and teaches undergraduate and graduate courses including Strategic Marketing, Marketing Strategy, and Advanced Marketing Metrics.

Nyilasy's research specializes in consumer information processing and persuasion, lay cognition and decision-making biases, deception including misinformation and fake news, adoption of emerging technologies such as social media, virtual reality, and artificial intelligence, innovation and entrepreneurship, and topics related to well-being, ethics, and sustainability. His scholarly contributions appear in prestigious outlets like the Journal of Business Ethics, Journal of Advertising Research, European Journal of Marketing, and International Journal of Advertising. Notable publications include "Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions" (2014, with Harsha Gangadharbatla and Angela Paladino), "Impact of Media Context On Advertising Memory: A Meta-Analysis of Advertising Effectiveness" (2019), "Integrated Marketing Communications (IMC): Why Does It Fail?" (2015, with Martin Ots), "Ad agency professionals' mental models of advertising creativity" (2013, with Robin Canniford and Peggy Kreshel), "Agency Practitioner Theories of How Advertising Works" (2009, with Leonard N. Reid), and recent works such as "Business-to-Investor Marketing: The Interplay of Costly and Costless Signals" (2024) and "Do Consumers Accept AIs as Moral Compliance Agents?" (2026). His research has been cited over 2,500 times according to Google Scholar, underscoring his influence in the fields of marketing, advertising, and consumer behavior.

Professional Email: gnyilasy@unimelb.edu.au