About me

I’m a PhD in consumer psychology, specializing in the goals that drive us as consumers, and how our motives and desires are influenced by contexts, settings, and products. I have an expertise in psychometrics, survey methodology, and statistical data analysis, and as part of my PhD thesis, I have developed and validated a new scale for measuring consumption goals (the Consumer Motivation Scale), that is applicable to a variety of settings and product types. Furthermore, I have a great deal of experience in using various established consumer scales, measuring attitudes, values, satisfaction, price sensitivity, and variety-seeking, applied to different product categories, including food, clothes, entertainment, cars, investments, and travel.

My objective

I envision myself at an organization, be it academic, governmental, or commercial, that is interested in understanding consumption, and the needs and desires that drive it. An organization that values high quality data (not just greater quantities of data), is open to new and innovative ways to analyze and make sense of their data, and is willing to invest in a researcher who is still early in his career, that no doubt will help you improve the collection and analysis of said data.

I believe there is considerable potential for synergy in being able to combine academic research with applied market research, and I hope to get a chance to prove this. Furthermore, I believe in sustainable consumption, and I favor a fair, diverse, and above all, a healthy work environment, over a prestigious one.


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2017-present: PhD researcher

I’m currently working as a researcher studying how consumption goals vary across situations and demographics. My tasks include questionnaire design, data collection and data analysis, as well as writing and publishing the results in peer reviewed journals.

2016-2017: Assistant researcher

I worked part time as an assistant researcher studying situational effects on consumption goals. The research is closely related to my PhD research.

2015-2016: Stand-in as market analyst

While finishing my PhD thesis, I was a stand-in as a market analyst at TSN Sifo (now Kantar Sifo) for about a year. My main tasks included statistical analysis, identifying anomalies in data, and compiling and reporting the results from a yearly international survey on customer satisfaction with car ownership and choice of workshop. The reports were delivered to several of the major world leading car manufacturers.

2009-2015: PhD candidate

I began working as a PhD candidate at the Department of Psychology, University of Gothenburg in 2009. My main research interests were how economic, hedonic and normative goals influence our choices as consumers, in a range of consumption contexts. I was particularly interested in how individual and situational factors interact, and how this in turn influence how we perceive, evaluate and choose among products in different contexts.


As a part of my PhD thesis, I have developed and validated a new psychological test that can be used to study the goals which different segments of consumers are striving to achieve. The measure consists of seven goals that can be divided into three broader categories: utility goals (value for money, quality, safety), hedonic goals (stimulation, convenience), and normative goals (social acceptance, ethics). I also have experience in using a range of established psychological tests that are often used in market research. My experience in developing, adapting, applying and evaluating psychological tests in different consumption contexts means that I can quickly familiarize myself with new tests, as well as instinctively know what tests would be suitable in a given context, and how these tests should be used for the best results.

2008-2011: Assistant researcher

Before being accepted in to the PhD programme, and also for a while after, I was employed as an assistant researcher at the University of Gothenburg, for the research groups Cognition, Motivation and Social Psychology (KMS), Criminal, Legal and Investigative Psychology Unit (CLIP), and the Environmental Psychology Unit (EPU).


My main tasks as an assistant researcher included consultation in experiment, study, and questionnaire design, recruitment and administration of the department wide pool of voluntary research participants, design of questionnaire (offline and online), and finally, collection of data as an experiment leader. My time as an assistant researcher has given me a thorough understanding of how to design and perform studies in the behavior sciences, from beginning to end.


2009-2015: Doctor of Philosophy

In 2009, I was accepted into the PhD programme at the Department of Psychology, University of Gothenburg. I began working in a project in which we examined the effects of social and moral signaling in consumption settings. This project lead to the development of the Consumer Motivation Scale (CMS), in which seven distinct consumption goals were identified and validated in various consumption contexts and with a wide variety of products.


The PhD programme is equal to 240 credits (högskolepoäng), of which 90 credits consist of courses in research methodology, psychometrics, statistics, as well as consumer psychology and environmental psychology, while the remaining consists of the PhD thesis and three research articles.


I received my Licentiate in Psychology in 2012, with the thesis “The Consumer Motivation Scale: Development of a multi-dimensional measure of economical, hedonic, and normative determinants of consumption”, and my Doctorate in Psychology in 2017, with the PhD thesis “Seven dimensions of consumption”.

2005-2008: Master of Philosophy

I began studying psychology at the University of Gothenburg in 2005 and quickly took an interest in research design and statistical data analysis. In 2008, I received my Master of Philosophy degree in behavior science, after presenting my thesis “Voice as an instrument of self-interest: Investigating a potential abuse of a seemingly fair procedure”, in which I studied the social dynamics of voiced opinions, and how they influence decision makers in an experimental setting.


The Master’s degree consists a total of 240 course credits (högskolepoäng; 4 years of full time study), out of which 180 credits are in psychology (including research methodology and statistical data analysis), and the remaining 60 in political science, law, and philosophy.

Academic publications

Barbopoulos (2017)

Barbopoulos, I. (2017). Seven dimensions of consumption (Doctoral dissertation). University of Gothenburg. Available online: hdl.handle.net/2077/52156

Barbopoulos & Johansson (2017a)

Barbopoulos, I., & Johansson, L.-O. (2017). The Consumer Motivation Scale: Development of a multi-dimensional and context-sensitive measure of consumption goals. Journal of Business Research, 76, 118-126. Available online: doi.org/10.1016/j.jbusres.2017.03.012

Barbopoulos & Johansson (2017b)

Barbopoulos, I. & Johansson, L.-O. (2017). The Consumer Motivation Scale: A detailed review of item generation, exploration, confirmation, and validation procedures. Data in Brief, 13, 88-107. Available online: doi.org/10.1016/j.dib.2017.04.054

Barbopoulos & Johansson (2016)

Barbopoulos, I., & Johansson, L.-O. (2016). A multi-dimensional approach to consumer motivation: Exploring economic, hedonic, and normative consumption goals. Journal of Consumer Marketing, 33(1), 75–84. Available online: doi.org/10.1108/JCM-08-2014-1091

Barbopoulos (2012)

Barbopoulos, I. (2012). The Consumer Motivation Scale: Development of a multi-dimensional measure of economical, hedonic, and normative determinants of consumption (Licentiate Thesis). Department of Psychology, University of Gothenburg, Sweden. Available online: doi.org/10.13140/RG.2.2.19209.85606