Dr Grigorios Lamprinakos

Dr Grigorios Lamprinakos

Department of Marketing
Assistant Professor

Contact details

Birmingham Business School
University House
University of Birmingham
Edgbaston, Birmingham
B15 2TT

Dr Grigorios Lamprinakos is an Assistant Professor in Marketing at the University of Birmingham. Prior to his current position, Grigorios worked as a post-doctorate researcher in the Centre for Responsible Business. He holds a dual PhD from Athens University of Economics and Business (Marketing department) and Autonoma de Madrid (psychology of Psychology).

His main research interests involve mechanisms underlying attitudinal and behavioural change. Specifically, Grigorios investigates the cognitive and metacognitive processes that drive sustainable consumption and socially responsible behaviour. He has published ‎his research in academic journals such as the Journal of Personality and Social Psychology (4*), Journal of Experimental Social Psychology (4*), Journal of Business Research (3*), European Journal of Marketing (3*), Information Technology and people (3*) among others.


2014 - 2019: PhD (Dual degree), Athens University of Economics and Business

2010 – 2012: MSc (Hons) in Marketing and Communication, Athens University of Economics and Business

2001 - 2006: BSc in Business Administration, Piraeus University of Applied Sciences


Grigorios Lamprinakos is a Lecturer (Assistant Professor) in Marketing at the University of Birmingham. His research interests include cognitive and meta-cognitive mechanisms that result in thought (in)validation, promoting sustainable choices and responsible behaviour both in consumers’ and organizational management contexts. 

He holds a BSc in Business Administration and an MSc in International Marketing from the Athens University of Economics and Business. He previously worked as a research fellow in the Lloyds Banking Group Center for Responsible Business and as a Lecturer in Marketing at Oxford Brooks University and the University of Derby.

As a member of research-oriented faculty, Grigorios aspires to examine the relationship between the moderating role of hierarchies of power, on cognition and decision-making, particularly with regard to socially responsible and sustainable practices.

In addition to the Center for Responsible Business, Greg is currently a member of (GAPI) International Group for Attitudes and Persuasion in the Universidad Autónoma de Madrid and the (GAP) Group for Attitudes and Persuasion in the Ohio State University. His research has been published in the Journal of Personality and Social Psychology (4*), Journal of Experimental Social Psychology (4*), Journal of Business Research (3*), European Journal of Marketing (3*), Information Technology and people (3*) among others.

Grigorios has been involved in the development and conduct of privately funded projects, ‎has presented his research at established ‎conferences such as EMAC, SPSP (Society of Personality and Social Psychology), ACR and AMA and serves as an ad-hoc reviewer for a number of academic journals. He is currently supervising a number of PhD and MBA students and has held various visiting posts in Europe, UK, and the US.


Grigorios’ teaching interests lie around Marketing Research, Marketing Management and Consumer behaviour and his teaching portfolio spans all levels of HE from undergraduate to PhD levels. He has extensive experience in curriculum development and experience in both online and hybrid module delivery. 

His teaching philosophy is driven by a genuine passion to provide students with an interactive, dialogical, and real-life grounded view of theory by stimulating critical thinking and challenging existing views. Grigorios employs a research-intensive approach combining theory deriving from cutting-edge academic research with a real-life view of various theories. During delivery, strives to promote close collaboration among culturally diverse students and promote equity to help students embrace a more inclusive and global way of thinking.


Research Interests:

  • Cognition
  • Attitudinal and Behavioral changes
  • Sustainability and socially responsible practices
  • (un)Ethical Consumption 
  • Unconventional Consumption

Other activities

2007 – 2009               
Private Investment Development Company
Position: Strategic Planning Director               

2005 – 2007               
Darlas electronic applications s.a. Athens, Greece
Position: Marketing Director


Recent publications


Lamprinakos, G, Santos, D, Stavraki, M, Briñol, P, Magrizos, S & Petty, RE 2024, 'Power can increase but also decrease cheating depending on what thoughts are validated', Journal of Experimental Social Psychology, vol. 111, 104578. https://doi.org/10.1016/j.jesp.2023.104578

Zahoor, N, Zopiatis, A, Adomako, S & Lamprinakos, G 2023, 'The micro-foundations of digitally transforming SMEs: how digital literacy and technology interact with managerial attributes', Journal of Business Research, vol. 159, 113755. https://doi.org/10.1016/j.jbusres.2023.113755

Lamprinakos, G, Magrizos, S, Kostopoulos, I, Drossos, D & Santos, D 2022, 'Overt and covert customer data collection in online personalized advertising: the role of user emotions', Journal of Business Research, vol. 141, pp. 308-320. https://doi.org/10.1016/j.jbusres.2021.12.025

Magrizos, S, Lamprinakos, G, Fang, Y & Drossos, D 2021, 'Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands?', Review of Marketing Science, vol. 19, no. 1, pp. 53-74. https://doi.org/10.1515/roms-2021-0003

Szmigin, I, O'Loughlin, D, McEachern, M, Karantinou, K, Barbosa, B, Lamprinakos, G & Fernandez-Moya, ME 2020, 'Keep calm and carry on: European consumers and the development of persistent resilience in the face of austerity', European Journal of Marketing, vol. 54, no. 8, pp. 1883-1907. https://doi.org/10.1108/EJM-04-2018-0253

Briñol, P, Petty, R, Stavraki, M, Lamprinakos, G, Wagner, B & Diaz, D 2018, 'Affective and cognitive validation of thoughts: an appraisal perspective on anger, disgust, surprise, and awe', Journal of Personality and Social Psychology, vol. 114, no. 5, pp. 693–718.

Milena, S, Cuesta Cambra, U, Paredes, B, Lamprinakos, G & Stavraki, M 2017, 'Self-affirmation effecton risk perception and the moderating role of self-efficacy in anti-alcohol messages', European Journal of Social Sciences Education and Research, vol. 4, no. 4, pp. 178-186. <http://journals.euser.org/index.php/ejser/article/view/2426>

Conference contribution

O'Loughlin, D, McEachern, MG, Szmigin, I, Karantinou, K, Barbosa, B, Fernandez-Moya, ME & Lamprinakos, G 2017, European consumers and their persistent resilience in the face of austerity. in A Gneezy, V Griskevicius & P Williams (eds), Advances in Consumer Research. Advances in Consumer Research, vol. 45, Association For Consumer Research, pp. 785-786, Association for Consumer Research North American Conference, San Diego, California, United States, 26/10/17. <https://www.acrwebsite.org/assets/pdfs/2017vol45.pdf>

View all publications in research portal