Flora Kokkinaki is Professor of Social and Consumer Psychology in the Department of Marketing and Communication, Athens University of Economics and Business (AUEB). She holds a PhD in Psychology (University College London), an MPhil (University of Cambridge) and a BSc in Psychology (University of Crete). Her research interests focus on the interplay between social psychological processes and consumer behavior. She is particularly interested in the cognitive and affective aspects of decision making and the application of psychological theories in relevant phenomena. Her research, employing mostly experimental methods, contributes to the understanding of the antecedents and consequences of consumer choice and behavior. Her current research focuses on the role of emotions in hedonic forecasting, the impact of material and experiential consumption on happiness, the drivers of variety seeking, the impact of AI applications on consumer decision making, consumer involvement and attitude change. She has published extensively in key journals, including the British Journal of Psychology, the British Journal of Social Psychology, the Journal of Economic Psychology, the Journal of Consumer Behaviour, the Journal of Advertising, Psychology & Marketing the International Journal of Advertising. Her work has received over 5000 citations (H-index 21, Google Scholar).