Ioannis Theodorakis

Portait de Ioannis Theodorakis
Statut(s) Professeur assistant (assistant professor)
École INSEEC Grande École
Date de recrutement 15.09.2014
Axe de recherche Inseec U Création & Innovation
Axe de recherche INSEEC Grande École Transitions sociétales et comportements émergents
Portait de Ioannis Theodorakis

Videos de Ioannis Theodorakis


    • Ioannis Theodorakis
    • Article classé
    • Création & Innovation
    • 2019

    Market-driving strategy and the human factor: Top management versus middle management

    This study focuses on the role that personnel attributes play during the implementation of a market-driving strategy, a topic that has heretofore received limited academic attention. Contrary to the traditional reactive market-driven approach, the proactive market-driving approach pertains to influencing the market structure and/or the market players' behavior in a direction that enhances the firm's competitive posture. Using a qualitative research design, it is empirically demonstrated for the first time that specific characteristics of the top management (i.e., open-minded policy, strong vision, strategic human resource management, transformational leadership, prediction skills and insightfulness, fostering creativity), as well as certain traits of middle-level employees (i.e., open-minded policy, transformational leadership, creativity, expertise, intrapreneurship, commitment, flexibility) are of central importance to the market-driving concept. Relevant research propositions are formulated and their respective implications are discussed.

    • Co-auteur(s) Stathakopoulos V., Kottikas K.G., Theodorakis I., Kottika E.
    • Revue(s) Journal of Business Research, 104, November, 529-540.
    • Classement(s) FNEGE 2, CNRS 2
    • Ioannis Theodorakis
    • Article classé
    • Création & Innovation
    • 2018

    The impact of psychological distance and construal level on consumers’ responses to taboos in advertising

    To date, the use of taboos in advertising has produced mixed results. Such discrepancies require explanation. Relying on construal-level theory and the concept of psychological distance, this research focuses on taboo ads’ effects on consumers’ responses. The findings from three studies show that for different product categories (Study 1: perfume; Studies 2 and 3: alcohol) and across different taboo types (sex, violence, and a mixture of sex and violence), different distance dimensions (Study 1: spatial; Study 2: social), and different construal-level manipulations (low, high), an increase in the psychological distance (or construal) level attenuates consumers’ unfavorable attitudinal and behavioral reactions while a decrease in the psychological distance (or construal) level intensifies consumers’ responses. Furthermore, response intensity varies depending on the taboo type used, such that both violent and mixed taboo types produce more negative responses. Finally, gender has an impact, such that women react more negatively than men to different taboos, both across distance dimensions and across distance (construal) levels. A discussion of these findings and their implications, as well as suggestions for future research, concludes the article.

    • Co-auteur(s) Theodorakis I., Painesis G.
    • Revue(s) Journal of Advertising, 47 (2), 161-181
    • Classement(s) FNEGE 2, CNRS 3
    • Ioannis Theodorakis
    • Article non-classé
    • Création & Innovation
    • 2016

    Containing cause-related marketing skepticism: A comparison across donation frame types


    This study examines how companies can better manage consumer attributions (ie, perceived company underlying motives) to corporate social responsibility (CSR) through CSR-related communications. Specifically, the article focuses on cause-related marketing (CRM) initiatives and investigates how different types of CRM donation frames influence consumers’ perceptions of a company’s motivation to support a social cause. Drawing from the psychology of money and CSR literature, the article finds that the in-kind CRM donation frameworks best at reducing consumers’ causal attributions of companies’ self-centered motives.

    • Revue(s) Corporate Reputation Review, 19 (1), 9-21.
    • Ioannis Theodorakis
    • Article classé
    • Création & Innovation
    • 2015

    Rhetorical maneuvers in a controversial tide: Assessing the boundaries of advertising rhetoric’s effectiveness


    Despite strong evidence on the effectiveness of advertising rhetoric, the extant literature has not theorized or empirically assessed conditions under which this effectiveness may be nullified. The present research argues that the application of rhetoric in advertisements grounded in controversial topics such as violence and eroticism may be ineffective. Results from two studies suggest that the application of a widespread rhetorical figure such as resonance within controversial ad settings cannot attenuate consumers’ negative responses and under certain conditions may even worsen them. Implications for advertising theory and practice, along with study limitations and future research avenues, are presented.

    • Co-auteur(s) KORITOS C., STATHAKOPOULOS V.
    • Revue(s) Journal of Advertising, 44 (1), 14-24.
    • Classement(s) FNEGE 2, CNRS 3
    • Ioannis Theodorakis
    • Article classé
    • Création & Innovation
    • 2008

    Visual and verbal rhetoric in advertising: The case of ‘resonance’


    There has been a growing stream of research focusing on the application of rhetorical figures in advertising. Resonance, a rhetorical figure based on a visual–verbal interaction, is the issue of interest in the present paper. Specifically, we conducted two experiments in order to explore consumers’ responses towards resonance as well as test its limits in terms of visual–verbal incongruity. According to our results, resonance influences consumers in a positive manner. However, care should be taken with regard to the extent of applied incongruity between the visual and verbal elements on which resonance is grounded. A higher degree of incongruity is most likely to generate negative results.

    • Co-auteur(s) STATHAKOPOULOS V.
    • Revue(s) International Journal of Advertising, 27 (4), 629-658.
    • Classement(s) FNEGE 3, CNRS 3

Ses engagements

Assistant Professor – Researcher in Marketing at INSEEC School of Business and Economics (2014 - today)

Conducting research principally focused on advertising and consumer psychological phenomena.

Teaching Courses on consumer behavior; intercultural marketing, and consumer psychology; sensory marketing; brand management; and research methodology.

In charge of core administrative tasks including coordinating a major titled international business management (IBM), as well as two minors titled strategic marketing (SM) and digital marketing (MD) correspondingly. Given such charges signifies being in charge of a series of syllabi formulation and evaluation as well as coordinating more than 15 professors.

Additional pedagogic tasks include being in charge of specialized academic seminars (e.g., concentrated on marketing, communication, and psychology relevant topics) as well as supervising a series of master theses.


Postdoctoral Researcher at the Athens University of Economics and Business (2012 - 2014)

Conducting research focused on advertising and consumer psychological phenomena.

The main scientific project centered on the impact of applying metaphorical erotic advertisements for promoting consumer products and social services based upon relevant individual difference variables. As such this research investigated the combinatory effects of using verbal-pictorial instances of metaphor and advertising eroticism on consumers’ attitudes and behaviors. Moreover, such effects were examined by considering relevant cognitive as well as erotic-driven psychographic traits such as personal need to structure and sex guilt.

Lecturer in Marketing at Business College of Athens (2012 - 2014)

Teaching Courses on advertising and integrated marketing communications.

Additional pedagogic tasks included being in charge of specialized academic seminars (e.g., concentrated on marketing, communication, and psychology relevant topics) as well as supervising master theses.