Dr Pilar Rojas Gaviria

Dr Pilar Rojas Gaviria

Department of Marketing
Lecturer in Marketing

Contact details

Room G47, University House
University of Birmingham
B15 2TY
United Kingdom

Dr. Pilar Rojas Gaviria is a Marketing lecturer and academic researcher at Birmingham University Business School. Her work focuses on understanding the role of consumption in the construction of multicultural collective identities and solidarities. She draws on philosophical theories, poetry and research on consumer behaviour. Pilar’s work has been published in different academic outlets such as the Journal of Business Research, The International Marketing Review, Consumption, Markets & Culture, and The Journal of Consumer Behaviour. She is a member of the Consumer Culture Theory Consortium (CCTC) and The Association for Consumer Research (ACR).


  • PhD in Economics and Management - Marketing, Solvay Brussels School of Economics and Management, 2012
  • MSc in Management Science (Hons), Solvay Brussels Schools of Economics and Management, 2005
  • MsA (Hons) in Philosophy, Louvain la Neuve, 2003
  • BA (Hons) in Management, Pontificia Universidad Javeriana, 1999


Pilar has built her academic career between Europe and Latin America and her research and teaching competences and projects are a result of cross-cultural fertilization between ideas coming from both contexts. She is a Consumer Culture Theory (CCT) scholar and, as such, approach consumer behaviour from an interdisciplinary and interpretive perspective. In her research, she studies how intensive changes in contextual circumstances transforms consumers and markets.

She has been a Marketing Lecturer in Chile, Peru and Belgium.


Research interests:
Consumer and Market Transformations, Consumer Vulnerability & Poetry Elicitation Techniques.


Recent publications


Bajde, D & Rojas Gaviria, PX 2021, 'Creating responsible subjects: the role of mediated affective encounters', Journal of Consumer Research. https://doi.org/10.1093/jcr/ucab019

Rojas Gaviria, PX 2021, 'Poetizing to improve consumer representation', Marketing Theory. https://doi.org/10.1177/14705931211027941

Cardoso, F, Rojas Gaviria, PX & Scaraboto, D 2020, 'Restoring balance: how consumers orchestrate family care following unplanned disruptions', Journal of Marketing Management. https://doi.org/10.1080/0267257X.2020.1780297

Rojas Gaviria, PX 2019, 'Broken bodies', Consumption, Markets and Culture, vol. 23, no. 4, pp. 407-409. https://doi.org/10.1080/10253866.2019.1615482

Rojas Gaviria, PX, Cardoso, F, Scaraboto, D & de Araujo , L 2019, 'Motherhood in migration: schools as acculturation agents', Consumption, Markets and Culture, vol. 22, no. 4, pp. 383-405. https://doi.org/10.1080/10253866.2018.1512245

Rojas Gaviria, PX 2016, 'Oneself for another: the construction of intimacy in a world of strangers', Journal of Business Research, vol. 69, no. 1, pp. 83-93. https://doi.org/10.1016/j.jbusres.2015.07.023

Rojas Gaviria, PX & Emontspool, J 2015, 'Global cities and cultural experimentation: cosmopolitan-local connections', International Marketing Review, vol. 32, no. 2, pp. 181-199. https://doi.org/10.1108/IMR-01-2014-0035

Rojas Gaviria, PX & Bluemelhuber, C 2010, 'Consumers' Transformations in a Liquid Society: Introducing the Concepts of Autobiographical-Concern and Desire-Assemblage', Journal of Consumer Behaviour, vol. 9, no. 2, pp. 126-138. https://doi.org/10.1002/cb.309

Chapter (peer-reviewed)

Rojas Gaviria, PX 2012, Homecoming Tendencies: The Art of Preserving One's Existence in Places of Origin. in Research in Consumer Behaviour. vol. 14, Emerald Group Publishing Ltd.


Badje, D & Rojas Gaviria, PX 2018, The romantic potential of money: when credit becomes a gift. in Y Minowa & RW Belk (eds), Gifts, Romance, and Consumer Culture. 1 edn, Routledge Interpretive Marketing Research, Routledge, New York, pp. 173-183.

Rojas Gaviria, PX 2017, Becoming Morally Cosmopolitan: The Interplay of Inner–Outer Moral Commitments in the Marketplace. in Cosmopolitanism, Markets, and Consumption: Palgrave Macmillan.

View all publications in research portal