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.


Rojas Gaviria, P. (forthcoming), “Broken Bodies”, Consumption, Markets & Culture.

Rojas Gaviria, P., Cardoso, F. Scaraboto, D., de Araujo, L. (2019) «Motherhood in Migration: Schools as Acculturation Agents», Consumption, Markets and Culture, Vol.22 Issue 4, pp.383-405.

Bajde, D. and Rojas Gaviria, P. (2018), «The Romantic Potential of Money: When Credit Becomes a Gift» in Gifts, Romance, and Consumer Culture. Series eds.: Yuko Minowa, Long Island University, Brooklyn; Russell W. Belk, York University. Routledge Interpretive Marketing Research.

Rojas Gaviria, P. (2017), « Becoming Morally Cosmopolitan: The Interplay of Inner–Outer Moral Commitments in the Marketplace» in Cosmopolitanism, Markets and Consumption: A Critical Global Perspective, eds.: Emontspool, Julie and Woodward, Ian, UK: Springer.

Rojas Gaviria, P. (2016) «Oneself for another: The construction of intimacy in a world of strangers», Journal of Business Research, Volume 69, Issue 1, Pages 83-93.

Rojas Gaviria, P. and Emontspool, J. (2015), «Global cities and cultural experimentation: cosmopolitan-local connections», International Marketing Review, Vol. 32 Issue 2, pp. 181 – 199.

Ourahmoune, N., Figueiredo, B. and Rojas Gaviria, P. (2014), «The Cultural Constructions of Brazilian Bodies and Status: A Socio-Semiotic Approach to Luxury Brands», in Luxury Brands in Emerging Markets, eds. Glyn Atwal and Douglas Bryson, UK: Palgrave Macmillan.

Rojas Gaviria, P. and Bluemelhuber, C. (2010), «Consumers’ Transformations in a Liquid Society:  Introducing the Concepts of Autobiographical-Concern and Desire-Assemblage», Journal of Consumer Behaviour, Vol. 9 Issue 2, pp. 126-138.