Department of Marketing

Associate professor

Room: SOL/D2.39

Georgios Halkias joined the Copenhagen Business School in 2021 and he currently serves as Associate Professor of Marketing (Full Professor Promotion-Track) and Chair of the Consumer Research Cluster. Prior to joining CBS, he worked at the Technical University of Munich (TUM School of Management) and the University of Vienna. Georgios has also been a visiting professor at the University of Ljubljana, the University of Vienna, and the WU Vienna. At the same time, in the past, he had gained industry experience with multinational firms such as Société Générale and Procter & Gamble in Greece and the United Kingdom.

Georgios’ research interests revolve around consumer psychology, advertising, (global) branding, and research methods. His research has attracted multiple funds from national and international sources (e.g., European Commission – HORIZON) and has received several international awards and distinctions.

Georgios’ work has been published in AJG4/4*, FT50, as well as other leading journals such as the Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of International Business Studies, British Journal of Management, Journal of Advertising and Psychology and Marketing. His 2020 paper in the International Journal of Research in Marketing is listed in the “Most Cited Articles” published since 2020, while his research on brand stereotyping in the International Marketing Review has been awarded with the “Outstanding Paper Award” in the 2020 Emerald Literati Awards of Excellence. Georgios has contributed to edited volumes (e.g., Taylor & Francis), international conference proceedings (e.g., AMA, ACR, EMAC, BPS, and EAA-ICORIA) and is the author (with A. Diamantopoulos and B. Schlegelmilch) of the book “Taking the Fear Out of Data Analysis”.

Georgios sits on the Editorial Review Board of Psychology and Marketing and the Journal of International Marketing and serves as an ad-hoc reviewer for a number of academic journals such as the Journal of International Business Studies, Journal of Advertising, British Journal of Management, Journal of World Business, and Journal of Business Research. In 2019, he was awarded the “Outstanding Reviewer Award” (Emerald Literati Awards of Excellence) for his contribution to the International Marketing Review.

Georgios holds a PhD (Habil.) in Business from the University of Vienna (AT), a PhD in Marketing from Athens University of Economics and Business (GR), an MSc in Marketing and Strategy from the University of Warwick, Warwick Business School (UK), and a BSc in Business and Management Science from the University of Piraeus (GR).

Academic Awards & Honors

2022 | Awarded for “Extraordinary Contribution to Research” – Copenhagen Business School (Dean’s Office and Department of Marketing).

2020 | Winner of the “Outstanding Paper Award” – Emerald Literati Awards of Excellence (International Marketing Review).

2020 | Nominated for the “UNIVIE Teaching Award” – in recognition of outstanding teaching (graduate level) in which learning outcomes, teaching/learning methods, and assessment are coherently and convincingly aligned (University of Vienna, Center for Teaching and Learning).

2019 | Winner of the “Outstanding Reviewer Award” – Emerald Literati Awards of Excellence (International Marketing Review).

2018 | Finalist for the “Susan P. Douglas Award” – 47th European Marketing Academy Conference (European Marketing Academy).

2017 | Winner of the “Best Teaching Award 2017” – Granted for outstanding teaching (graduate level) at the Faculty of Business, Economics and Statistics, University of Vienna.

2013 | Finalist for the “Best Paper based on a Doctoral Dissertation Award” – 42nd European Marketing Academy Conference (European Marketing Academy). Received EMAC Conference bursary.

2012 | Finalist for the “Best Doctoral Student Paper Award” – International Conference on Research in Advertising (ICORIA) (European Advertising Academy, sponsored by the International Journal of Advertising).

2011 | Winner of the “Best Paper Award” – 16th International Corporate and Marketing Communications Conference (International Corporate & Marketing Communications Association, sponsored by the Journal of Marketing Communications).

2010 | Finalist for the “Best Paper based on a Doctoral Dissertation Award” – 39th European Marketing Academy Conference (European Marketing Academy). Received EMAC Conference bursary.

2010 | “Young Scholar Prize” – 2010 LabSi Conference on “Neuroscience and Decision Making” (University of Siena, Experimental Economics Laboratory). Received Conference bursary.

Primary research areas
  • Consumer schemata and stereotyping
  • Social discrimination and inequality
  • Socially (un)sustainable behavior
  • Information incongruity
  • Decision heuristics and biases
  • Consumer happiness and well-being


Link to this homepage

Georgios has (co-)supervised and mentored several BSc, MSc, and PhD theses and he is open to discussing with prospective students who are interested in consumer-related phenomena that fit with his research interests and have an empirical focus.

Other teaching activities

Georgios has developed and taught several methodological and theory-related courses at all academic levels (Bachelor, Master, Doctoral) and has particular experience with courses on multivariate statistics, quantitative data analysis, experimental methods, marketing research as well as (international) consumer behavior and global branding. He has been repeatedly nominated for teaching awards and has received the Best Teaching Award 2017” at the University of Vienna for outstanding teaching at the graduate level.


Selected publications

Schnurr, B. & Halkias, G. (2023). Made by her vs. him: Gender influences in product preferences and the role of individual action efficacy in restoring social equalities. Journal of Consumer Psychology, 33(3), 510-528.

Halkias, G., Florack, A., Diamantopoulos, A. & Palcu, J. (2022). Eyes wide shut? Understanding and managing consumers’ visual processing of country-of-origin cues. British Journal of Management, 33(3), 1432-1446.

Halkias, G., & Diamantopoulos, A. (2020). Universal dimensions of individuals' perception: Revisiting the operationalization of warmth and competence with a mixed-method approach. International Journal of Research in Marketing, 37(4), 714-736.

Diamantopoulos, A., Florack, A., Halkias, G., & Palcu J. (2017). Explicit vs. implicit country stereotypes as predictors of product preferences: Insights from the Stereotype Content Model. Journal of International Business Studies, 48(8), 1023-1036.

Halkias, G., & Kokkinaki, F. (2014). The degree of ad–brand incongruity and the distinction between schema-driven and stimulus-driven attitudes. Journal of Advertising, 43(4), 397-409.

Publications sorted by:
Benedikt Schnurr; Georgios Halkias / Acceptability of Unsustainable Consumption
In: Proceedings of the European Marketing Academy: EMAC 2023 Annual Conference. Brussels : European Marketing Academy. EMAC 2023, 1 p. (Proceedings of the European Marketing Academy)
Conference abstract in proceedings > peer review
Sofia Kousi; Georgios Halkias; Flora Kokkinaki / Hedonic Objects and Utilitarian Experiences : The Overriding Influence of Hedonism in Driving Consumer Happiness.
In: Psychology & Marketing, Vol. 40, No. 8, 8.2023, p. 1634-1645
Journal article > peer review
Benedikt Schnurr; Georgios Halkias / Made by Her vs. Him : Gender Influences in Product Preferences and her Role of Individual Action Efficacy in Restoring Social Equalities.
In: Journal of Consumer Psychology, Vol. 33, No. 3, 7.2023, p. 510-528
Journal article > peer review
Michael Schaerer; Christilene du Plessis; My Hoang Bao Nguyen; Robbie C.M. van Aert; Leo Tiokhin; Daniël Lakens; Elena Giulia Clemente; Thomas Pfeiffer; Anna Dreber; Magnus Johannesson; Cory J. Clark; ; Georgios Halkias; Eric Luis Uhlmann / On the Trajectory of Discrimination : A Meta-analysis and Forecasting Survey Capturing 44 Years of Field Experiments on Gender and Hiring Decisions.
In: Organizational Behavior and Human Decision Processes, Vol. 179, 11.2023
Journal article > peer review
Adamantios Diamantopoulos; Bodo B. Schlegelmilch; Georgios Halkias / Taking the Fear Out of Data Analysis : Completely Revised, Significantly Extended and Still Fun.
Cheltenham : Edward Elgar Publishing 2023, 319 p.
Book > peer review
Anne-Maree O'Rourke; Alex Belli; Mansur Khamitov; Georgios Halkias / The Effect of Warmth and Competence on Consumer Outcomes : A Meta-analytical Investigation.
In: Proceedings of the European Marketing Academy: EMAC 2023 Annual Conference. Brussels : European Marketing Academy. EMAC 2023, 1 p. (Proceedings of the European Marketing Academy)
Conference abstract in proceedings > peer review
David Bourdin; Katerina Makri; Georgios Halkias / What Can I Expect from this Brand? : Development and Validation of a Consumer-brand Relationship Norms Scale.
In: 2023 Global Marketing Conference at Seoul Proceedings. ed. /Roland T. Rust; Renana Peres; Linda Robinson; Chizuru Nishio; Tony Garrett. Changwon : Global Alliance of Marketing and Management Associations 2023, 1 p., p. 993 (Global Marketing Conference Proceedings)
Conference abstract in proceedings > peer review
Georgios Halkias; Arnd Florack; Adamantios Diamantopoulos; Johanna Palcu / Eyes Wide Shut? : Understanding and Managing Consumers’ Visual Processing of Country-of-origin Cues.
In: British Journal of Management, Vol. 33, No. 3, 7.2022, p. 1432-1446
Journal article > peer review
Georgios Halkias / On Brand Stereotyping : Conceptual Specifications and Further Insight.
In: Frontiers in Psychology, Vol. 13, 5.2022
Comment/debate > peer review
Maria-Therese Friehs; Patrick F. Kotzur; Christine Kraus; Moritz Schemmerling; Jessica A. Herzig; Adrian Stanciu; Sebastian Dilly; Lisa Hellert Dilly; Doreen Hübner Dilly; Anja Rückwardt Dilly; Veruschka Ulizcay Dilly; Oliver Christ Dilly; Marco Brambilla; Jonas De Keersmaecker; Federica Durante; Jessica Gale; Dmitry Grigoryev; Eric R. Igou; Nino Javakhishvili; Doris Kienmoser; Gandalf Nicolas; Julian Oldmeadow; Odile Rohmer; Bjørn Sætrevik; Julien Barbedor; Franco Bastias; Sebastian B. Bjørkheim; Aidos Bolatov; Nazire Duran; Andrej Findor; Friedrich Götz; Sylvie Graf; Anna Hakobjanyan; Georgios Halkias; Camellia Hancheva; Martina Hřebíčková; Matej Hruška; Shenel Husnu; Kamoliddin Kadirov; Narine Khachatryan; Francisco G. Macedo; Ana Makashvili; Maylin Martínez-Muñoz; Eric Mercadante; Luiza Mesesan Schmitz; Andreas Michael; Nozima Mullabaeva; Félix Neto; Joana Neto; Merve Ozturk; Svitlana Paschenko; Agnieszka Pietraszkiewicz; Charis Psaltis; Yuting Qiu; Mirjana Rupar; Adil Samekin; Katharina Schmid; Sabine Sczesny; Yiwen Sun; Annika M. Svedholm-Häkkinen; Aleksandra Szymkow; Enoch Teye-Kwadjo; Claudio V. Torres; Luc Vieira; Illia Yahiiaiev; Vincent Yzerby / Warmth and Competence Perceptions of Key Protagonists Are Associated with Containment Measures during the COVID-19 Pandemic : Evidence from 35 Countries.
In: Scientific Reports, Vol. 12, 12.2022
Journal article > peer review
More results... (total 26 results)
Outside activities

Deliver guest courses at the University of Vienna and the University of Ljubljana.