Professor Aristeidis Theotokis

Profile

Experience

Aristeidis Theotokis is a Professor of Marketing specializing in consumer psychology, technology & AI, and shopper marketing. His research explores how individuals interact with brands and technology, and how factors such as political ideology and cultural context shape consumer behavior.

Prof. Theotokis's research has been widely published in world-leading journals, including Journal of Marketing Research, Journal of Retailing, Journal of Business Ethics, European Journal of Information Systems and Journal of Interactive Marketing among others. His contributions have been recognized with prestigious awards and grants from organizations such as the Academy of Marketing Science, Efficient Consumer Response (ECR), and Unilever-International Commerce Institute.

In addition to his academic achievements, Prof. Theotokis has significant consulting experience in green marketing, shopper marketing, and AI and technology adoption, bridging the gap between research and real-world applications.

Responsibilities

• Director of Research (Marketing)

Research interests

• Technology and AI: AI-designed products and services; social media and gamification; robotized services; behavioral impacts of AI-driven innovations.
• Retailing and Shopper Marketing: Behavioral and dynamic pricing; cross-cultural consumer response; merchandise organization; shopping missions and consumer need states.
• Political Ideology and Culture: Cultural influences on consumer behavior; political ideology’s role in shaping consumer-brand relationships; societal trends influencing brand activism and corporate responsibility.

Professional memberships

• American Marketing Association
• Association of Consumer Research
• Acedemy of Marketing Science
• European Marketing Academy

Research groups and institutes

• Global and Strategic Marketing Research Centre

Current postgraduate researchers

• Honghan Qi
• Maria Sava
• Maren Domer