Joanna Anninou

Dr Ioanna Anninou

Senior Lecturer in Marketing
PhD in Marketing, Senior Fellow of the Higher Education Academy
+44 (0)1483 682057
09 MS 03



Before joining Surrey Business School, Joanna has been an ESRC funded Doctoral Candidate (including teaching and research assistant duties) at Cardiff Business School, Cardiff, UK. She received a BSc in Marketing and Communication from Athens University of Economics and Business and holds two MSc degrees both from Cardiff University, one in Strategic Marketing (Distinction) and the other in Social Sciences Research Methods (Distinction-part of an 1+3 ESRC Quota award). In the past, she has worked in the industry holding marketing related roles (more recently acted as a product manager in the FMCG sector), which has advanced her practical knowledge of marketing practices.

Her research is concerned with understanding why consumers behave the way they do, taking into consideration the influence of their affect. It covers three key areas: research and theories of affect/ emotions, environmental influences and decision making.

Departmental duties

Programme Director: BSc Business Management


Research interests



Ioanna Anninou, Gordon R. Foxall (2019)The reinforcing and aversive consequences of customer experience. The role of consumer confusion, In: Journal of Retailing and Consumer Services51pp. 139-151 Elsevier

This study aims to provide insights on the concept of experience, its effect on consumer behavior and the role of previous experiences. It uses a behavioral framework and measures the reinforcing and aversive experiential influences on (approach and avoidance) behavior. The study involved 260 participants from an online research panel. The descriptions of two retail situations were used, chosen to differ in terms of levels of previous experience/learning history. The results indicate that confusion, as aversive consequence of retail situations, acts along with functional and social reinforcement to determine behavior. The study further explains and proves the role of accumulated previous encounters on determining the reinforcing and aversive elements of experience. The implications for theory and marketing management are discussed.

Ioanna Anninou, GR Foxall (2017)Consumer decision-making for functional foods: Insights from a Qualitative Study, In: Journal of Consumer Marketing34(7)pp. 552-565 Emerald

Purpose This study examines functional foods, a relatively recent development in the food industry, from the perspective of consumer decision-making. It deals specifically with consumers’ attitudinal dispositions towards such products and seeks an overall comprehension of the elements of decision-making factors that precede their purchase. Design/ Methodology This exploratory work methodologically utilises several elements of a grounded theoretical approach, in-depth interviews with consumers (and food industry experts) and, more importantly, the constant comparative method of analysis. Findings The analysis indicates that three levels of decision-making processing form consumers’ final functional food choices in either affirmative or negative ways. At the abstract level, consumers position functional foods within their food system. A ‘benefit negotiation’ process acts as the central route of decision-making. Finally, during the ‘appraising’ stage a representation of each functional food is built. This representation should not be perceived as a rigid one as it can be influenced by personal characteristics, marketing activities and, more importantly, monetary considerations. Originality/Value The paper proposes a decision-making framework that takes choice issues into consideration. It builds on (connecting and challenging) some of the existing consumer literature on functional foods. The findings indicate the dynamic nature of consumers’ decision-making which is shaped by motivational and other personal factors. The study identifies the concept of perceived efficacy of such foods, a concept discussed widely in previous literature, as a subordinate aspect when compared to consumers’ consumption motivation, perceived importance and perceptions of pricing. The paper discusses the implications for theory, research and practice.

Purpose – The purpose of the paper is to suggest a novel framework of consumer confusion based on the appraisal theories of emotions. Extant theoretical and empirical evidence on confusion continues to be vague on the connection between the emotional dimensions and behavioural consequences. The appraisal theories of emotions can help to expand the field of inquiry which is related to the topic of consumer confusion. Design/methodology/approach – A concept- centric review of 112 publications on consumer confusion and research on emotions, provides an integrative critical analysis of the nature of confusion and extends the literature. The review demonstrates that past research has advanced our understanding but not sufficiently explained all of the processes implicated in consumer confusion. Findings – On the above grounds, the paper suggests that although confusion is environmentally driven, it can be seen as a dynamic process implicating two levels of consumer appraisals. Uncertainty/ lack of understanding, goal inconsistency and motivational state form the basis of confusion; agency attribution and coping potential are, however, shaping the development of subsequent emotions and ultimately the expectations on consumer behaviour. Considered as a dynamic process, confusion has coping and behavioural implications. At the most central level the importance of agency (or attribution) and coping potential is highlighted and the way these appraisals lead to different emotions and behaviours is discussed. Originality/value – The paper advances extant consumer decision-making literature and proposes diverse emotions that are associated with the experience of confusion, behaviours that are expected, along with marketing implications and actions required for each of them.

GEORGIA STAVRAKI, IOANNA ANNINOU (2022)Arts-based methods in business education: A reflection on a photo-elicitation project, In: Management learning Sage

This paper addresses research calls to explore the theory and practice of arts-based methods in business and management education to better understand the learning processes and the ways of knowing that these methods generate. By focusing on photo-elicitation as a pedagogical tool, we problematize an insufficient focus of current discourses on its arts-based origins and revisit photo-elicitation from an arts-based perspective. Based on a reflective account emerging from our teaching experience with photo-elicitation as an assessment strategy we provide a conceptualization of photo-elicitation as an (experiential) learning and teaching tool. This conceptualization teases out under-theorized elements (i.e. doing, power, multiple framing of meaning, audience) of the method and surfaces overlapping stages of a photo-elicitation learning process. We also offer novel insights into students’ encounters with the photo-elicitation method, thus illustrating the role of the method’s arts-based elements in understanding how learning occurs in such a context. Implications are also provided contributing to an understanding of the value of arts-based methods to the theory and practice of management education.

Additional publications