Professor John I. Gountas

Adjunct Professor



  • Biography

    John has worked in the shipping industry, hospitality and tourism for over a decade before becoming an academic in Marketing. John completed a management traineeship in hospitality and worked in marketing with international tourism companies in the UK, Greece and Spain. John studied hotel management, tourism marketing, completed training as a tertiary lecturer, completed a second masters in Psychological Assessments at the university of London and earned a PhD from the University of Reading. John applied his research training and industry experience in a range of consultancy projects. Has delivered a number of high profile consultancy and research projects in the Airline, Tourism and Agricultural industries. John has worked in a number of colleges and universities in the UK and Australia. Has also taught and collaborated as a visiting professor with universities in Sweden, Norway, Greece, Singapore, Thailand and China. John has published 4 textbooks (marketing services and marketing strategy) and more than 60 refereed journal papers and conference papers. His main research interest is in consumer decision making, thinking styles, marketing strategy and neuromarketing.

  • Teaching areas

    John has taught the full range of all marketing units, e.g., marketing strategy, services marketing, marketing research, consumer behaviour, communications, tourism and leisure marketing, marketing principles and consumer decision neuroscience.
    Taught at undergraduate, postgraduate and executive education levels. Has supervised many masters and PhD students to full completion as principal and secondary supervisor.

  • Research expertise and supervision

    The main research areas consumer behaviour and decision making. John in interested to find out how consumers identify relevant information, the cognitive processing styles and personality differences in decision making. John uses the full range of research methods, ranging from qualitative, quantitative and experimental research using neuroscientific research tools, e.g., EEG, eye tracking and fMRI. Has supervised many PhD students to completion and more than 30 masters theses.