Flora Kokkinaki

Athens University of Economics and Business | AUEB · Department of Marketing and Communication

Consumers frequently forecast how their choices will make them feel in future consumption situations. One possible influence during such affective forecasting is their current emotional state. Although the impact of incidental emotions on consumer decision making is well established, limited research has examined the impact of incidental emotions o...

The experience recommendation prescribes a disadvantage to material purchases, suggesting that spending on experiential rather than material purchases makes people happier. This study challenges this idea by examining the hedonic/utilitarian nature of purchases. The results of a qualitative study and four experiments (one preregistered) show that t...

This study provides original theoretical and practical insights on the role of involvement in consumer decision making by demonstrating its negative effect on the relative size of the consideration set. Two experimental studies were conducted to test the relations between these constructs. The moderating effect of the nature of a product category a...

The present research investigates the moderating role of meta-attitudinal properties in the Theory of Reasoned Action. Participants reported their attitudes towards voting for a particular political party, as well as their certainty, experienced ambivalence and subjective knowledge. They also reported their subjective norms, voting intentions and,...

The impact of incidental emotions on decision making is well established. Incidental emotions can be differentiated on several appraisal dimensions, including certainty–uncertainty. The present research investigates the effect of certainty–uncertainty of incidental emotions on hedonic forecasting. The results of four experimental studies indicate t...

The purpose of this paper is to consider attributes that stimulate variety seeking in hedonic and utilitarian product categories and examine the interaction of product category and attribute type on variety-seeking behaviour. The results of 3 studies indicate that in hedonic product categories, consumers seek more variety in sensory attributes, whe...

Extant literature calls for more research to identify the boundary conditions as well as the process underlying the effects of ad messages that violate specific brand beliefs. This paper examines different levels of ad–brand incongruity, considering brand schema strength and processing opportunity as factors that influence the perception and the re...

Pricing is the element of the marketing mix that is often overlooked in export marketing (Sousa and Bradley, 2009). However, the ability of an exporting firm to understand the value of its offering as perceived by foreign customers and set prices accordingly, is critical to its survival and success, given that the additional ramifications of the ex...

The aim of this research is to identify factors that may have an effect on e-voucher sales, in the context of daily-deal sites. While previous research has focused on purchase intentions as the dependent variable and on fictitious coupons and/or brands, this article extends previous work by investigating what actually impacts vouchers sales, using...

Buyer behavior theories contribute to our understanding of buying behavior. Major contributions come from the fields of Economics, Psychology, and Marketing. The traditional economic approach of “homo economicus” has been challenged by the “bounded rationality” approach. According to this approach, consumers are “satisficing” rather than maximizing...

Attitudes represent the positive or negative evaluation of an object of thought. Consumers hold attitudes toward products, services, brands, companies, stores, advertisements and so on. These attitudes guide behavior and therefore provide an important tool in marketing efforts to understand, predict, and influence consumers' preferences, purchase d...

Buyer behavior models provide an integrative framework of the variables that influence consumer behavior and illustrate their interrelationships. The early “grand models” were descriptive in nature, based on assumptions of rationality and assumed a single-phased decision-making process. More recent attempts to modeling buyer behavior incorporate al...

ABSTRACT Counterfactual thinking refers to mental comparisons of reality with imagined alternatives of it. The "functional view" of counterfactual thinking suggests that upward counterfactuals (which improve on reality) serve a preparative function and downward counterfactuals (which worsen reality) serve an affective function. This view presumes t...

Drawing on schema theory and advertising rhetoric, this article contributes to research on incongruent communication with three studies exploring consumer responses across different degrees of ad–brand incongruity. Study 1 reveals an inverted U-shaped pattern, indicating the superiority of moderate incongruity on ad processing time, recall, and att...

While research in mobile advertising is abundant, limited attention has been paid to date to how consumers respond to mobile advertisements for different product categories and in which way impulsivity affects intentions to purchase. In this paper, we study the dimensionality of the product involvement construct and its effects on consumers’ purcha...

Consumer decision-making involves the evaluation of options either in isolation or in relation to other alternatives present at the environment. According to Hsee’s evaluability hypothesis, it is easier to evaluate product attributes when they are juxtaposed (i.e., presented jointly) than when they are presented in isolation from each other. Recent...

Developing effective advertising communication has been traditionally regarded as an increasing function of the fit between consumers' perceptions and the content of the transmitted messages. Given that, relevant research has given only limited attention to the consideration of incongruent and dissonant communication. Against this background, the p...

A study was conducted to examine the simultaneous influence of attitude accessibility and involvement with the attitude object on the attitude–behaviour relationship. Ninety students reported their attitudes towards a number of consumer products and their involvement with the underlying product categories. In addition, the accessibility of product...

While a significant number of companies have invested in internet advertising and clearly digital media continue to grow in popularity, a significant segment of organisations is still uncertain about internet advertising efficiency. The purpose of this study is to gain insights into the perceptions of both advertised firms and advertising agencies...

Most traditional theories and models of persuasive communication were developed under the proposition that matching the advertising content to consumers' knowledge and perceptions leads to effective communication. However, empirical findings from socio-cognitive psychology indicate that schema incongruent stimuli tend to attract more recipient atte...

The mode of information processing during memory-based decision-making, in other words, whether product choice is based on product attribute information or on overall product evaluations, is an important aspect of consumer decision-making. Based on the Accessibility Diagnosticity framework (Feldman and Lynch, 1988) and the MODE model (Fazio, 1986),...

Purpose The purpose of this paper is to present the concept of consumers' erroneous affective self‐forecasts, and discuss the implications of such forecasts for consumer purchasing behaviour and marketing planning. Design/methodology/approach First, the literature on inaction inertia – the lowering of the likelihood that a bargain will be taken on...

The construct of trait emotional intelligence (trait EI or trait emotional self-efficacy) provides a comprehensive operationalization of emotion-related self-perceptions and dispositions. In the first part of the present study (N=274, 92 males), we performed two joint factor analyses to determine the location of trait EI in Eysenckian and Big Five...

Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through SMS (Short Messaging Service). However, in the study of mobile advertising little is known regarding the effectiveness of SMS advertising and the factors contributing to its success. This research investigates...

Research has established that realistic counterfactual thinking can determine the intensity and the content of people's affective reactions to decision outcomes and events. Not much is known, however, about the affective consequences of counterfactual thinking that is unrealistic (i.e., that does not correspond to the main causes of a negative outc...

This article reports two worldwide studies of stereotypes about liars. These studies are carried out in 75 different countries and 43 different languages. In Study 1, participants respond to the open-ended question “How can you tell when people are lying?” In Study 2, participants complete a questionnaire about lying. These two studies reveal a dom...

This article reports two worldwide studies of stereotypes about liars. These studies are carried out in 75 different countries and 43 different languages. In Study 1, participants respond to the open-ended question “How can you tell when people are lying?” In Study 2, participants complete a questionnaire about lying. These two studies reveal a dom...

In recent years both practitioners and academics have shown an increasing interest in the assessment of marketing performance. This paper explores the metrics that firms select and some reasons for those choices. Our data are drawn from two UK studies. The first reports practitioner usage by the main metrics categories (consumer behaviour and inter...

R. East and A. Hogg [J. Economic Psychol. (2000)] suggest that Governments should use advertising to increase consumers' product search, price vigilance, demand for quality and complaining in order to increase competition and to improve the state of the economy. Despite their appeal, these ideas are based on set of questionable assumptions. Specifi...

The study reported in this paper explores the measurement of marketing performance across different business sectors. It concerns the measures collected, their relative importance and whether business characteristics (e.g. firm size, sector) differentiate such practices. The extent to which firms are satisfied with their current marketing measureme...

This study examines the hypothesis that the level of message involvement during advertising exposure determines the accessibility of brand attitudes. Sixty-two subjects were exposed to an advertisement for an unfamiliar product under high and low involvement conditions and subsequently their brand attitudes, as well as the accessibility of these at...

The objective of the present study was twofold: First, to examine Greek people's attitudes towards European Monetary Union (EMU) and to explore the antecedents, strength and consequences of these attitudes on intentions to support or oppose the single European currency. Second, and from a more theoretical perspective, to investigate the structure o...

The aim of this paper is to provide essential background material relating to the accompanying papers in this special issue. It presents a brief description of the `Psychology of the European Monetary Union' project. This involved a questionnaire study of attitudes towards the euro, which was fielded in each of the 15 member states of the European...

Despite the importance of assessing business performance, there is little research on the measures used to evaluate marketing effectiveness. This paper replicates in Spain some UK research into the relative importance of categories of marketing metrics, e.g. financial and non-financial, customer and competitive. The Spanish results are compared wit...

This thesis argues for the importance of involvement as a factor playing a significant part in the processes through which attitudes exert their impact on behaviour. After reviewing theoretical approaches and research findings related to the effects of involvement on attitude formation and on attitude-behaviour consistency, the role of the variable...