Aristeidis Theotokis

Aristeidis Theotokis



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.


  • Director of Internationalization (Marketing)

Research interests

  • Consumer 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

Research groups and institutes

  • Global and Strategic Marketing Research Centre

Current postgraduate researchers