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Michail Kokkoris is associate professor of marketing at Vrije Universiteit Amsterdam (The Netherlands). Before joining VU Amsterdam, he held teaching positions at WU Vienna University of Economics and Business (Austria) and University of Cologne (Germany). He has also been visiting scholar at Stanford University (USA) and Nanyang Technological University (Singapore). In addition, he has worked several years in vocational training, marketing, and market research with a focus on FMCGs. 

Michail holds a habilitation degree (the highest qualification in the German academic system) in economic and social psychology from the University of Cologne (Germany), and a doctoral degree (PhD) in psychology from Jacobs University Bremen (Germany), as well as a master’s degree (MSc) in organizational and economic psychology and a bachelor’s degree (BSc, Hons) in psychology, both from Panteion University of Social and Political Sciences (Greece). 


Michail’s research interests lie in the fields of consumer behavior, decision making, self and identity, digitalization, and culture. The primary focus of his research is on self-expression and choice. His current work centers around the topics of self-control, authenticity, and individual differences in decision making (e.g., maximizing and satisficing).

His research has been published in various journals in psychology, marketing and decision making, such as Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, Harvard Business Review, Journal of Business Research, Frontiers in Psychology, and Marketing Letters.

His research has been awarded several prizes, has been featured as Editor's Choice in Science and has also been extensively covered by various media outlets, such as Psychology Today and Forbes. Michail also sits on the Editorial Review Board of Journal of Business Research and serves as ad-hoc reviewer for various academic journals. 

Prizes and Awards

  • WU City of Vienna Best Paper Award 2020 in the category New Research Avenues for the paper “True to which self? Lay rationalism and decision satisfaction in self-control conflicts” published in Journal of Personality and Social Psychology 
  • Top Downloaded Paper 2018-19 in European Journal of Social Psychology for the paper “Choosing goals that express the true self: A novel mechanism of the effect of self‐control on goal attainment” 
  • Top Downloaded Paper 2018-19 in Journal of Applied Social Psychology for the paper “Can you be yourself in business? How reminders of business affect the perceived value of authenticity” 
  • Finalist Best Paper Award La Londe Conference 2017 (3rd prize) for the paper “Losing self-control but finding myself: Authenticity and choice satisfaction in self-control conflicts” 


  • Visiting Fellow Grant (Nanyang Technological University), WU Vienna, 2019 
  • Research project "Brand authenticity" financed by the Austrian Brands Association (MAV), 2018-2019 
  • Research Group Meeting Grant, WU Vienna, 2018 
  • Independent Start-Up Grant, Center for Social and Economic Behavior (C-SEB), University of Cologne, 2015 
  • Bremen International Graduate School of Social Sciences  Scholarship, German Research Foundation (DFG) / Excellence Initiative, 2009-2012
  • Bodossakis Foundation Scholarship, 1997-2001

Ancillary activities

  • Vilnius University | Vilnius | Partner | 2022-07-01 - 2025-07-01

Ancillary activities are updated daily

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 16 - Peace, Justice and Strong Institutions


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