Joanna Anninou

Dr Ioanna Anninou


Senior Teaching Fellow in Marketing/ Programme Director BSc Business Management
PhD in Marketing
+44 (0)1483 682057
09 MS 03

Biography

Biography

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

Research interests

My teaching

My publications

Publications

Anninou I, Foxall G (2017) Consumer decision-making for functional foods:
Insights from a Qualitative Study,
Journal of Consumer Marketing 34 (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.

Anninou Ioanna, Foxall Gordon R. (2019) The reinforcing and aversive consequences of customer experience. The role of consumer confusion, Journal of Retailing and Consumer Services 51 pp. 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.

Additional publications