Dr Pilar Rojas Gaviria

Dr Pilar Rojas Gaviria

Department of Marketing
Associate Professor in Marketing

Contact details

Room G47, University House
University of 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).


  • 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


Rojas Gaviria, PX & Preece, C 2023, 'Decolonising the academic atmospheres of higher education', Education in Practice, vol. 4, no. 1, pp. 38-47. <https://intranet.birmingham.ac.uk/as/hefi/research-scholarship-development/scholarship-teaching-learning/hefi-journal/index.aspx#issues>

Quental, C, Rojas Gaviria, P & del Bucchia, C 2023, 'The dialectic of (menopause) zest: Breaking the mold of organizational irrelevance', Gender, Work and Organization. https://doi.org/10.1111/gwao.13017

Preece, C, Rojas Gaviria, PX & L. Rodner, V 2023, 'Tourism research with ‘double-eyes’: A selfless epistemology', Annals of Tourism Research, vol. 101, 103619. https://doi.org/10.1016/j.annals.2023.103619 Get rights and content

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, vol. 22, no. 3, pp. 359-380. 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, vol. 48, no. 3, ucab019, pp. 492-512. https://doi.org/10.1093/jcr/ucab019

Rojas Gaviria, PX 2021, 'Poetizing to improve consumer representation', Marketing Theory, vol. 21, no. 4, pp. 463-479. 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, vol. 36, no. 9-10, pp. 916-941. https://doi.org/10.1080/0267257X.2020.1780297

Chapter (peer-reviewed)

Rojas Gaviria, PX 2024, Identity-in-creation: Breaking the mould of identity projects . in S Michael , LM Hassan, M McGowan, C Smith, E Surman & R Varman (eds), Responsible Marketing for Well-being and Society: A Research Companion. Routledge.

Quental, C, Rojas Gaviria, PX & Del Bucchia, C 2024, Menopause at the Workplace. in H Mills, AJ Mills, KS Williams & R Bendl (eds), Encyclopedia of Gender and Management. Edward Elgar.

Preece, C & Rojas Gaviria, PX 2024, The Affective Atmospheres of Immersion. in A Joy (ed.), Sustainability in Art, Fashion and Wine : Critical Perspectives. De Gruyter.

Rojas Gaviria, PX 2022, Poetic orientation for creating and writing. in F Kerrigan & C Preece (eds), Marketing the Arts: Breaking Boundaries. Routledge.


Preece, C & Rojas Gaviria, PX 2024, 'An Ontology of Consumers as Distributed Networks: A question of cause and effect ', Journal of Marketing Management.

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