M.Sc. in Marketing & Communication | Specialization in International Marketing | Athens University of Economics & Business

Flora Kokkinaki

Kokkinaki Flora
Full CV

Contact Information


Patission 80 Str., 5th floor
Tel: +30 210 8203717

E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.


Associate Professor in the Department of Marketing and Communication


BSc (Hons) in Psychology, University of Crete
MPhil in Education, University of Cambridge, UK
PhD in Psychology, University College London, UK

Research Interests

Consumer Psychology: Consumer decision-making processes, attitude-behaviour models, behavioural effects of attitude strength, effects of processing motivation on attitude change, consideration sets.

Advertising: Brand-schema incongruent marketing communications, affective processes in attitude change, persuasion consequences of consumer involvement.

Social Psychology: Attitude theory, counterfactual thinking.


Selected Publications

Halkias, G., & Kokkinaki, F. (in press). The degree of ad–brand incongruity and the distinction between schema-driven and stimulus-driven attitudes. Journal of Advertising. 

Christopoulos, Y., Kokkinaki, F., Harvey, N., & Sevdalis, N. (2011). Paying for no reason? (Mis-) perceptions of product attributes in separate versus joint product evaluation. Journal of Economic Psychology, 32, 857-864. doi: 10.1016/j.joep.2011.05.003. 

Petrides, K. V., Pita, E., & Kokkinaki, F. (2007). The location of trait emotional intelligence in personality factor space. British Journal of Psychology, 98, 273-289. doi:10.1348/000712606X120618 

Sevdalis, N., & Kokkinaki, F. (2006). The differential effect of realistic and unrealistic counterfactual thinking on regret. Acta Psychologica, 122, 111-128. doi: 10.1016/j.actpsy.2005.10.005 

Ambler, T., Kokkinaki, F., & Puntoni, S. (2004). Assessing Marketing Performance: Reasons for Metrics Selection. Journal of Marketing Management, 20, 475-498. doi: 10.1362/026725704323080506.