Flora Kokkinaki is an Associate Professor in the Department of Marketing and Communication, Athens University of Economics and Business. She holds a PhD in Psychology from University College London. She graduated from the Department of Psychology, University of Crete and received an MPhil degree from the University of Cambridge. She has worked as a Research Fellow at London Business School and as a Lecturer at University College London, the London School of Economics and Political Science and the University of Patras. Her research interests revolve around the areas of Consumer Psychology (consumer decision‐making processes, attitude‐behaviour models, behavioural effects of attitude strength, effects of processing motivation on attitude change, consideration sets), Social Psychology (sttitude theory, counterfactual thinking) and Advertising (brand‐schema incongruent marketing communications, affective processes in attitude change, persuasion consequences of consumer involvement). She has published in the British Journal of Psychology, British Journal of Social Psychology, Journal of Advertising, Journal of Economic Psychology, Acta Psychologica, Advances in Consumer Research, Journal of Marketing Management etc.