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

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

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

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.

Joy, A, Rojas Gaviria, PX & Peña-Moreno, C 2024, Reflexivity in the social sciences: what it is and why it matters. in R Belk & C Otnes (eds), Handbook of Qualitative Research Methods in Marketing. 2 edn, Research Handbooks in Business and Management series, Edward Elgar, pp. 128-138. <https://www.e-elgar.com/shop/gbp/handbook-of-qualitative-research-methods-in-marketing-9781035302710.html>

Downey, H & Rojas Gaviria, PX 2024, Representing consumer vulnerability through art forms. in R Belk & C Otnes (eds), Handbook of Qualitative Research Methods in Marketing. 2 edn, Research Handbooks in Business and Management series, Edward Elgar, pp. 49-57. <https://www.e-elgar.com/shop/gbp/handbook-of-qualitative-research-methods-in-marketing-9781035302710.html>

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.

Comment/debate

Preece, C & Rojas Gaviria, PX 2024, 'An Ontology of Consumers as Distributed Networks: A question of cause and effect ', Journal of Marketing Management, vol. 40, no. 7-8, 2346010. https://doi.org/10.1080/0267257X.2024.2346010

View all publications in research portal