Contact

Email

gnyilasy@unimelb.edu.au

Credentials

Position
Associate Professor
Department of Management and Marketing
Education
PhD
University of Georgia
Masters (Coursework & Research)
University of Georgia
Bachelors Degree
Pazmany Peter Catholic University
ORCID

0000-0002-5222-1636

A/Prof Gergely Nyilasy

Associate Professor
Department of Management and Marketing
32 Scholarly works
2 Projects

HIGHLIGHTS

  • 2026

    Research grants (other domestic)

    Visiting Scholar Professor Christian Hildebrand, University of St Gallen
  • 2026

    Journal article

    Phygital products: Effects and boundaries of metaverse-first retail strategies
    DOI: 10.1016/j.jretai.2025.01.002
  • 2026

    Journal article

    The effects of human training data (HTD) explanation on purchase intention for artificial intelligence (AI) technologies
    DOI: 10.1371/journal.pone.0339482
  • 2026

    Research grants (other domestic)

    Joint FBE AI Lab (BehavAI Lab)
  • 2025

    Conference Proceedings

    Does Generative AI Help New Venture Symbolic Legitimation?
    DOI: 10.5465/amproc.2025.11755poster
  • 2025

    Journal article

    Business-to-Investor Marketing: The Interplay of Costly and Costless Signals
    DOI: 10.1177/00222429241288464
  • 2025

    Conference Proceedings

    AI-powered assessments: Integrating generative AI without compromising learning outcomes
Gergely Nyilasy

Latest Honours,
Awards and Fellowships

2025
<p>Best Special Session Award of the Society for Consumer Psychology 2025 Annual Conference (Bublitz, A., Sugerman, E., Nyilasy, G., Johar, G., Chaxel, A.-S., Laporte, S., Norotte, Y., Di Domenico, G., Ding, Y., Brendl, M., Möller-Herm, J., Refai, R., Nijs, V., &amp; Walther, E. (2025, February 27– March 2). <em>Misinformation</em>. Special session organized at the Society for Consumer Psychology 2025 Annual Conference, Las Vegas, NV.)</p> Society for Consumer Psychology
2024
<p>Best Paper Award in the Consumer Behavior track of AZMAC 2024 (Görgen, J., de Bellis, E., &amp; Nyilasy, G. (2024, November 29–December 4). <em>Zero-sum mindsets explain aversion to new technology</em>. 2024 Conference of the Australian and New Zealand Marketing Academy, Hobart, Tasmania, Australia).</p>
2019
<p>Best Paper Award (Kwon, E. S., King, K. W., Nyilasy, G., &amp; Reid, L. N. (2019). Impact of media context on advertising memory: A meta-analysis of advertising effectiveness. <em>Journal of Advertising Research, 59</em>(1), 99-128.), <em>Journal of Advertising Research</em>, 2019.</p> Journal of Advertising Research
2018
International Journal of Advertising

RECENT SCHOLARLY WORKS

  • 2024

    Journal article

    Intermediated Legitimation: How Founders Build New Venture Legitimacy among Make-or-Break Audiences
    DOI: 10.5465/amj.2022.1258
  • 2021

    Journal article

    Putting Things into Context: A Meta-Analysis of Media Context Effects on Attitudinal Outcomes
    DOI: 10.1080/00913367.2021.1895920
  • 2020

    Scholarly Contribution to Database/Website

    FAKE NEWS IN THE AGE OF COVID-19
  • 2019

    Journal article

    Straight to the Heart Of Your Target Audience - Personalized Advertising Systems Based On Wearable Technology and Heart-Rate Variability
    DOI: 10.2501/JAR-2019-020
  • 2019

    Book Chapter

    Agency Practitioners’ Theories about Advertising
    DOI: 10.4324/9781351208314-3