Dr Pilar Rojas Gaviria

Dr Pilar Rojas Gaviria

Department of Marketing
Associate Professor in Marketing

Contact details

Telephone
+44 (0)121 414 2992
Email
p.rojasgaviria@bham.ac.uk
View my research portal
Address
Room G47, University House
University of Birmingham
Edgbaston
Birmingham
B15 2TY
United Kingdom

Dr Pilar Rojas Gaviria is an Associate Professor in Marketing 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).

Qualifications

  • 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

Biography

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

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

Publications

Recent publications

Article

Cruz, A, Cardoso, F & Rojas Gaviria, PX 2022, 'Crafting food products for culturally diverse markets: a narrative synthesis', Journal of Business Research, vol. 153, pp. 19-34. https://doi.org/10.1016/j.jbusres.2022.07.051

Preece, C, Rodner, V & Rojas Gaviria, PX 2022, 'Landing in affective atmospheres', Marketing Theory. https://doi.org/10.1177/14705931221076561

Rojas Gaviria, PX & Canniford, R 2022, 'Poetic Meditation: (re)presenting the mystery of the field', Journal of Marketing Management. https://doi.org/10.1080/0267257X.2022.2112611

Rojas Gaviria, PX 2022, 'The affective tones of academic life', Journal of Customer Behaviour, vol. 21, no. 1-2, pp. 11-14. https://doi.org/10.1362/147539222X16620495972455

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

Chapter (peer-reviewed)

Rojas Gaviria, PX 2021, Poetic orientation for creating and writing. in F Kerrigan & C Preece (eds), Marketing the Arts: Breaking Boundaries. Routledge.

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.

Conference contribution

Cardoso, F, Cruz, A & Rojas Gaviria, PX 2020, The Exquisite Exotic: Revalorization of Culinary Ingredients and Traditional Food Practices in the Global Marketplace. in NA-Advances in Consumer Research. Association For Consumer Research.

Rojas Gaviria, PX, Del Bucchia, C & Quental, C 2020, ‘The Foreigner Within Us’: Catharsis Amid Horror and Confusion in Menopause. in J Argo, TM Lowrey & HJ Schau (eds), NA - Advances in Consumer Research. vol. 48, Association For Consumer Research, Duluth, pp. 1106-1111. <https://www.acrwebsite.org/volumes/2661468/volumes/v48/NA-48>

View all publications in research portal