Aristeidis Theotokis

Aris Theotokis

Associate Professor of Marketing

+44 (0) 113 343 0706
Academic, Global and Strategic Marketing Research Centre (GLOSMARC), Marketing


PhD, Marketing and e-Business, Athens University of Economics and Business
Msc, Operational Research, University of Edinburgh
Bsc, Industrial Management and Technology, University of Piraeus


Dr Aristeidis Theotokis conducts research in the areas of consumer psychology, retailing and shopper marketing. His research has received strong recognition in the form of best paper awards and funding from research councils, government organizations and large multinational companies. His research has been published in leading academic journals, such as Journal of Marketing Research, Journal of Retailing, Journal of Business Ethics, International Journal of Human Resource Management, Industrial Marketing Management, European Journal of Marketing and European Journal of Information Systems. He has also consulting and practical experience in the fields of e-business, services marketing, consumer behaviour and retailing.


  • Consumer and Organizational Psychology: The role of mindset on consumer responses to prosocial behaviour, healthy eating, collaborative consumption and managerial decision making
  • Retailing and Shopper Marketing: Behavioural pricing and price promotions, donation-based promotions, corporate social responsibility, merchandise organization
  • Consumer Acceptance of Technology: Service science, social media, e-commerce, mobile and pervasive information systems, gamification

Marketing Research
Digital Marketing
Marketing Strategy
Advertising and Promotional Management
Global Strategic Marketing


Journal Articles

 "The Impact of a Complement-Based Assortment Organization on Purchases” (with Sarantopoulos, Pramatari and Roggeveen) Journal of Marketing Research, (in press)

“Shopping missions: An analytical method for the identification of shopper need states” (with Sarantopoulos, Pramatari and Doukidis)  Journal of Business Research (2016), 69(3), 1043-1052.

“Greening the lodging industry: Current status, trends and perspectives for green value”, (with Manganari and Dimara) Current Issues in Tourism (2016), 19(3), 223-242.

“The Impact of Choice Architecture on Sustainable Consumer Behavior: The Role of Guilt”, (with Manganari), Journal of Business Ethics, (2015), 131(2), 423-437.

“Multi-Country Sales-force Reactions to Corporate Social Responsibility: The Moderating Role of Job Satisfaction Elements”, (with Vlachos, Panagopoulos, and Singh), International Journal of Human Resources Management, (2014), 35(7), 990-1017.

“Effects of Expiration Date-Based Pricing on Brand Image Perceptions”, (with Pramatari and Tsiros), Journal of Retailing (2012), 88 (1), pp. 72-87, DOI: 10.1016/j.jretai.2011.06.003 

 “Sales-Force Reactions to Corporate Social Responsibility: Attributions, Outcomes, and the Mediating Role of Organizational Trust”, (with Vlachos and Panagopoulos) Industrial Marketing Management (2010), 39 (7), pp. 1207-1218, DOI: 10.1016/j.indmarman.2010.02.004  

  “RFID acceptance amongst customers: a cross-cultural framework Based on Hofstede”, (with Brennan and Vecchi), International Journal of Electronic Customer Relationship Management (2010), 4 (3), pp. 228-251, DOI: 10.1504/IJECRM.2010.035964

 “Consumer-Retailer Emotional Attachment: Some Antecedents and the Moderating Role of Attachment Anxiety”, (with Vlachos, Pramatari and Vrechopoulos), European Journal of Marketing (2010), 44 (9), pp. 1478-1499, DOI: 10.1108/03090561011062934 

 “Consumer Acceptance of RFID-Enabled Services: A Model of Multiple Attitudes, System Characteristics and Individual Traits”, (with Pramatari), European Journal of Information Systems (2009), 18 (6), pp. 541-552, DOI: 10.2139/ssrn.1329907

 "The Moderating Role of Customer-Technology Contact on Attitude towards Technology-Based Services", (with Vlachos and Pramatari), European Journal of Information Systems (2008), 17 (4), pp. 343-351, DOI

Book Chapters

Vecchi, A., L. Brennan & A. Theotokis (2009). Customers’ acceptance of new service technologies: the case of RFID, in The Handbook on Business Information Systems, Gunasekaran, A., and  Sanduh, M. (Eds.)

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