Professor Aristeidis Theotokis

Professor Aristeidis Theotokis



Aristeidis Theotokis is Professor of Marketing who conducts research in the areas of consumer psychology, retailing and shopper marketing. He examines theories and phenomena in the areas of behavioural decision making, behavioural econnomics and social and cognitve psychology. His research has been published in world-leading academic journals, such as Journal of Marketing Research, Journal of Retailing, Journal of Business Ethics, Journal of Interactive Marketing and Journal of Advertising among others. Prof. Theotokis has received strong recognition in the form of awards and grants from research councils, professional bodies, government organizations and large multinational companies, such as Academy of Marketing Science, Efficient Consumer Response (ECR), Unilever and Procter & Gamble. He has also consulting and professional experience in the fields of e-business, green marketing, consumer behaviour and retailing.

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

Professional memberships

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

Research groups and institutes

  • Global and Strategic Marketing Research Centre

Current postgraduate researchers